Mobile app developers are leaving significant revenue on the table by focusing exclusively on in-app acquisition channels, according to new research presented at a recent Business of Apps online event. Data from payment platform Paddle shows that users acquired through web funnels have only a 15% overlap with those acquired on mobile platforms, indicating that 85% of a potential web audience remains completely untapped by mobile-only strategies.

The findings, shared by Lucas Lovell, VP of Product at Paddle, come as legal changes following the Epic Games v. Apple case have opened new possibilities for iOS apps operating in the United States to bypass Apple’s traditional 30% commission by directing users to web-based payment systems.

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Major apps already capitalizing on web acquisition

Several high-profile companies have already begun leveraging web acquisition strategies to expand their user bases. Noom and Flo Health are among the notable adopters using web channels to reach new audiences while improving attribution capabilities that aren’t subject to Apple’s privacy restrictions.

“We’re very much in an experimentation phase,” Lovell said during the presentation. “Some companies are winning, some are still struggling to make it work.”

Early results show dramatic variance

Companies experimenting with app-to-web payment strategies are seeing wildly different outcomes, with results ranging from a 190% positive impact on average revenue per user to a 38% negative decline, depending on implementation approach.

SuperWall, a mobile paywall builder, reported a slight conversion dip but achieved a 20% increase in net proceeds for companies previously paying Apple’s 30% fee. Meanwhile, Stoic, a Paddle customer, experienced only a 5% conversion drop while achieving a 15% overall revenue increase.

The variance in results highlights that success requires more than simply adding a “pay on web” button to existing paywalls.

Beyond fee avoidance: Multiple strategic advantages

While avoiding Apple’s 30% commission initially attracts companies to web-based payment systems, many are discovering additional benefits that extend far beyond cost savings:

• Billing flexibility: Companies can offer complex bundling, special promotions, and flexible discounting impossible within App Store frameworks
• Improved cash flow: Revenue access within days rather than waiting a month or more for App Store payouts
• Customer relationship control: Direct communication with users and sophisticated retention strategies
• Attribution clarity: Web funnels aren’t subject to Apple’s privacy restrictions, enabling better ad optimization

“The web as a platform to monetize your customers is unrestricted in terms of the billing and pricing models that you can deploy,” Lovell noted.

Implementation challenges require strategic approach

Despite the opportunities, transitioning to web payments introduces significant operational complexity. Companies must suddenly handle responsibilities previously managed by Apple, including sales tax compliance across jurisdictions, fraud prevention, chargeback handling, and payment method localization for different markets.

“If you’re using traditional payment processors, all of that operational complexity will suddenly be your responsibility once you’re outside of the App Store,” Lovell warned.

However, the initial resource requirements remain manageable. According to Lovell, “a growth marketer paired with an engineer can sort of get this up and running within a few days,” though companies planning to scale their experimentation will need dedicated growth teams or specialized partners.