Should we sell subscriptions on the web or through the app stores?
App store billing is easy for users and expensive for you. Web checkout keeps more revenue, where the rules allow it.
- Can we avoid app store fees?
- What do the rules allow?
- Which converts better?
In-app purchase converts well and costs fees. Web checkout costs less and gives you customer data, but the rules on linking to it from apps differ by country and change often. In the US, Apple now allows external purchase links under its current terms; the EU has its own rules. Many products offer both and test. Check Apple's and Google's current policies for each market.
Trade-offs
| App store billing | Web checkout | |
|---|---|---|
| Fees | Higher | Payment processing only |
| Conversion in app | High | Depends on rules and flow |
| Customer data | Limited | Yours |
| Refunds and support | Store handles | You handle |
How we look at it at ShoutEx
We build web checkout and connect it to app entitlements where rules allow. See web checkout by region.
- Assuming one rule worldwide.
- Ignoring conversion drop.
- Entitlements out of sync.
- Old policy information.
- Rules checked by market.
- Both options tested.
- Synced entitlements.
- Customer data owned.
What founders and platforms say
Here is what the platforms say.
Current US rules for linking out.
Read Apple's page →Community summaries describe recurring themes in public threads, not individual posts. Vendor pages describe vendor claims, so test them on your own calls.
Read next
Go deeper in the ShoutEx guides, or check the sources behind this answer.
We'll build web checkout where it fits.
Book a call →Follow-up questions
Do web subscriptions work in the app?
Yes, with synced entitlements.
Is Canada different?
Check Apple's and Google's current terms for Canada.
Who handles refunds on web?
You do.