Salesforce AppExchange: What It Is and How to Use It

What is the AppExchange?

Salesforce AppExchange is the official marketplace for apps that integrate with or extend Salesforce. Vendors publish their apps, customers browse, install, and pay through the AppExchange. Salesforce takes a revenue share from the vendor (typically 15 to 25%).

Apps range from free utilities to enterprise platforms costing hundreds of thousands of dollars annually. Categories include sales, marketing, customer service, analytics, IT, and dozens of vertical-specific tools.

Native vs connected apps

This is the most important distinction on the AppExchange.

Native apps. Built on the Salesforce platform itself (Lightning, Apex, custom objects). Data lives inside Salesforce. The app runs inside the Salesforce UI. Examples: Prolifiq CRUSH, Prolifiq ACE, many DocuSign features.

Connected apps. Built on a separate platform but integrate with Salesforce via API. Data lives in the vendor's database and syncs. Examples: Highspot, Seismic, Gong.

Native apps have higher adoption (no second login), better data integrity (no sync gaps), and lower TCO (one platform). Connected apps may have stronger UX outside Salesforce but introduce friction inside it.

Native is verified on the AppExchange listing under 'Editions: Salesforce Native'.

How to evaluate an AppExchange listing

Star rating and review count. Anything below 4 stars or with fewer than 30 reviews deserves skepticism.

Review recency. Apps that haven't been reviewed in 12 months are likely not actively developed. Look for reviews from the last 90 days.

Security review status. Salesforce certifies apps that pass a security review. Only install certified apps.

Editions supported. Lightning, Classic, Mobile. Native apps work everywhere. Some connected apps have limitations.

Pricing transparency. Some listings show pricing; many say 'contact us'. The vendor's website usually has more detail.

Customer logos. Listed customers tell you the segment and scale the app is built for.

Categories that matter for B2B sales

Account planning and relationship intelligence: Prolifiq CRUSH, native.

Sales content and document management: Prolifiq ACE, native. Highspot, Seismic, connected.

Sales engagement: Outreach, Salesloft, connected.

Conversation intelligence: Gong, Chorus, connected.

Data enrichment: ZoomInfo, Clearbit, connected.

E-signature: DocuSign, Conga Sign, native.

CPQ: Salesforce CPQ (native), Conga CPQ, Apttus.

How AppExchange installation works

Click 'Get It Now' on the listing. Sign in with a Salesforce admin account.

Choose production or sandbox install. Always start with sandbox for new apps.

Configure permissions and assign profiles or permission sets that get access.

Run through the app's setup wizard.

Most apps install in 15 to 60 minutes for the technical setup. Adoption and rollout take much longer.

Common AppExchange mistakes

Installing apps in production before testing in sandbox.

Not reviewing recent reviews and assuming an old 5-star rating still applies.

Buying 'all-in-one' platforms that try to cover too many categories. Best-of-breed in each category usually beats one-platform-for-everything.

Underestimating the implementation effort beyond the install. The install is free; the rollout costs months.

Picking connected apps when a native option exists, then wondering why adoption is poor.

Frequently asked questions

What is Salesforce AppExchange?

The official marketplace for apps that integrate with or extend Salesforce CRM. Over 7,000 apps spanning sales, marketing, service, analytics, and verticals.

What's the difference between native and connected apps on AppExchange?

Native apps run inside Salesforce with data stored in Salesforce. Connected apps run on separate platforms and integrate via API. Native typically wins on adoption and TCO.

How do I install an AppExchange app?

Click 'Get It Now' on the listing, sign in with a Salesforce admin account, choose sandbox or production, configure permissions, and run through the setup wizard.