Django shop error: "No module named shop"

When I'm launching a django shop I receive an error message: ImportError: No module named shop.

1. I've switched to my project dir;
2. activated virtualenv;
3. installed django-shop, using pip install django-shop;
4. added module shop to settings.py in my project directory;
5. added a string (r'^shop/', include('shop.urls')), in my urls.py.

All worked with no error. Any advises how to solve that problem?

Installed apps list from settings.py:

'INSTALLED_APPS = (
'djangocms_admin_style',
'djangocms_text_ckeditor',
'django.contrib.auth',
'django.contrib.contenttypes',
'django.contrib.sessions',
'django.contrib.admin',
'django.contrib.sites',
'django.contrib.sitemaps',
'django.contrib.staticfiles',
'django.contrib.messages',
'cms',
'menus',
'sekizai',
'treebeard',
'djangocms_style',
'djangocms_column',
'djangocms_file',
'djangocms_flash',
'djangocms_googlemap',
'djangocms_inherit',
'djangocms_link',
'djangocms_picture',
'djangocms_teaser',
'djangocms_video',
'reversion',
'shop',
'shop.addressmodel',
'eshop',

)'

Here is pip freeze --local results:

dj-database-url==0.3.0
Django==1.7.10
django-classy-tags==0.6.2
django-cms==3.1.2
django-reversion==1.8.5
django-sekizai==0.8.2
Django-Select2==4.3.1
django-treebeard==3.0
djangocms-admin-style==0.2.7
djangocms-column==1.5
djangocms-file==0.1
djangocms-flash==0.2.0
djangocms-googlemap==0.3
djangocms-inherit==0.1
djangocms-installer==0.7.9
djangocms-link==1.6.2
djangocms-picture==0.1
djangocms-style==1.5
djangocms-teaser==0.1
djangocms-text-ckeditor==2.6.0
djangocms-video==0.1
html5lib==0.999999
Pillow==2.9.0
pytz==2015.4
six==1.9.0
tzlocal==1.2
wheel==0.24.0

Traceback from terminal:

Traceback (most recent call last):
  File "manage.py", line 10, in <module>
    execute_from_command_line(sys.argv)
  File "/home/stp/web/eshop/env/local/lib/python2.7/site-packages/django/core/management/__init__.py", line 385, in execute_from_command_line
    utility.execute()
  File "/home/stp/web/eshop/env/local/lib/python2.7/site-packages/django/core/management/__init__.py", line 354, in execute
    django.setup()
  File "/home/stp/web/eshop/env/local/lib/python2.7/site-packages/django/__init__.py", line 21, in setup
    apps.populate(settings.INSTALLED_APPS)
  File "/home/stp/web/eshop/env/local/lib/python2.7/site-packages/django/apps/registry.py", line 85, in populate
    app_config = AppConfig.create(entry)
  File "/home/stp/web/eshop/env/local/lib/python2.7/site-packages/django/apps/config.py", line 87, in create
    module = import_module(entry)
  File "/usr/lib/python2.7/importlib/__init__.py", line 37, in import_module
    __import__(name)
ImportError: No module named shop

Your pip freeze does not show django-shop installed. Are you sure it installed successfully?