In this episode of WP Legends, we sit down with Omar Dabbas, CEO and co-owner of WP Factory, the team behind over 60 WooCommerce and WordPress plugins powering more than 170,000 sites worldwide. From starting in tech support to leading global plugin acquisitions, Omar shares his insights on building a user-first plugin ecosystem, managing a lean international team, and the future of WooCommerce in the AI era.
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From Tech Support to Plugin Empire
Omar began his journey in tech support after studying computer science in Jordan. In 2013, WP Factory was formed by Tom and Pablo as a collective plugin effort. Omar, along with Abdul Hameed, joined to expand the brand with a strategic vision and a user-first design ethos. Over the years, WP Factory has grown into a global operation with teams in Jordan, Lithuania, Brazil, Vietnam, Malaysia, Indonesia, Egypt, and South Sudan.
Major Acquisitions: ExtendWP & Wu be VU
In 2024, WP Factory acquired ExtendWP and Wu be VU, adding dozens of store-enhancing plugins to their portfolio. These acquisitions expanded their offerings while reinforcing performance reporting, customization solutions, and a cohesive toolset for WooCommerce stores. Omar emphasizes a careful acquisition strategy, focusing on profitability, competition, and long-term value for users.
A Lean Team Running a Global Operation
Despite managing nearly 80 plugins, WP Factory operates with a lean team of just 11 people, including four co-founders and specialized roles in development, UX, support, and marketing. Omar highlights the importance of mastering operations and using efficient tools like GitHub, Zoho Cliq, and ZenDesk to coordinate across multiple time zones.
WooCommerce vs. Shopify: Coexistence & Strategy
Omar shares his perspective on the e-commerce landscape. While Shopify dominates for users seeking instant setup, WooCommerce appeals to those desiring customization without advanced technical skills. Omar believes both platforms will grow in parallel, each with loyal user bases, and WP Factory focuses on enhancing WooCommerce with plugins that cannot be easily replaced by built-in features.
Simplifying WooCommerce for New Users
Omar envisions a future where WooCommerce becomes more accessible for non-technical users. With AI-powered prompts and wizards, users could quickly set up stores with pre-designed templates, optimized menus, and color schemes. This ease of onboarding is crucial to capture young entrepreneurs and small businesses currently gravitating toward Shopify.
Product Strategy & Plugin Focus
WP Factory maintains a strategic focus on high-value plugins. The top 20 plugins drive 80% of revenue, while lesser-used plugins are retired to prioritize profitable and high-potential projects. Omar emphasizes that acquisitions and new plugin development are guided by user needs, competition, and ecosystem sustainability.
The AI Era & WordPress Outlook
Omar sees AI as transformative, enabling new tools and improving workflows. While WordPress remains dominant, he expects the platform to evolve for easier onboarding, better localization, and a more user-friendly experience for non-technical users. For him, AI-powered solutions will be critical in simplifying e-commerce setup and enhancing user experience.
Daily Routine & Personal Insights
Omar balances work with family, starting his day at 10 a.m. and often continuing into the night. Despite a demanding schedule, he stays focused on strategic growth, team efficiency, and user satisfaction. When asked about $100 million in the bank, his answer reflects his dedication: he would build the next WordPress.
Looking Ahead
From tech support in Jordan to leading a global plugin enterprise, Omar Dabbas demonstrates that user-focused design, lean operations, and strategic acquisitions can scale WooCommerce tools worldwide. As WP Factory continues to innovate, Omar’s vision for WooCommerce and WordPress centers on accessibility, performance, and future-ready solutions for the next generation of store owners.
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