adminDirect-to-consumer monetization is increasingly becoming a significant revenue channel for mobile publishers. Appcharge says its analysis of more than $700 million in live transaction data shows that DTC payments have moved beyond experimentation and are developing into a scalable part of publishers’ businesses. The findings also point to web stores, app-to-web payments and alternative distribution as important areas to watch.
Image credit: Priscilla Du Preez on Unsplash
Why direct-to-consumer monetization is growing
Appcharge estimates that the world’s top 200 mobile publishers lose approximately $41 million per day to app store fees instead of processing those purchases through DTC channels. This figure reflects the platform’s assessment; actual savings for an individual publisher would depend on its sales, payment costs, customer mix and applicable platform rules.
Web stores give publishers a way to sell to customers outside an app’s built-in billing system. They may also create more opportunities to communicate with buyers and manage promotions. Publishers considering this approach should compare the full cost of operating a web store—including payment processing and customer support—with the fees and requirements of their existing sales channels.
Web stores attract new customers and repeat buyers
The report says that more than half of US players who made a purchase through an app-to-web store were new to the DTC system. It also reports that repeat buyers generated 97% of web store revenue. Together, these figures suggest that web stores can serve both as an entry point for first-time DTC customers and as a channel for ongoing purchases.
For publishers, the practical takeaway is to make the buying journey clear and convenient. Explain how customers can find the store, use consistent offers across channels where appropriate, and make it easy for returning buyers to complete a purchase. Results should be monitored over time rather than judged on a single promotion.
Fees, platform rules and alternative distribution
Appcharge describes web stores as a durable foundation for DTC because they operate outside app store billing. However, external payments may still face costs or regulatory changes. The report notes that Apple persuaded a US appeals court that it should be allowed to charge a reasonable fee reflecting the actual costs of ensuring user security and privacy. Publishers should therefore check current platform terms and local legal requirements before changing payment flows.
The report also points to the Epic Games Store, which has been downloaded more than 40 million times on Android and iOS since its 2024 launch. This is an example of growing interest in alternative distribution, but downloads alone do not establish the commercial performance of a store.
What publishers should take from the DTC shift
Appcharge CEO Maor Sason said 2025 was the inflection point when app-to-web payments, web stores and alternative distribution began moving from edge cases to repeatable revenue channels. He contrasted Payment Links, which can introduce customers to a direct purchase, with web stores that can support a broader and ongoing customer experience.
For teams evaluating direct-to-consumer monetization, the useful next step is to assess the complete customer journey: discovery, payment, fulfilment and repeat purchasing. Track new and returning customers separately, account for all transaction and operating costs, and review platform requirements regularly. DTC can be a meaningful revenue option, but its value depends on execution and the rules in each market.
