Appcharge Declares Direct-to-Consumer Transactions a Key Revenue Stream

A recent study by Appcharge reveals that direct-to-consumer monetisation has evolved into a fundamental revenue system. After examining over $700 million in transaction data, the mobile monetisation platform found that direct-to-consumer transactions have transitioned from an experimental phase to a core, scalable revenue system. According to the report, the top 200 global mobile publishers are losing approximately $41 million daily to app store fees instead of utilising direct-to-consumer payments. The data shows that more than half of US players who made purchases through app-to-web stores were new to the direct-to-consumer system, with 97% of web store revenue coming from repeat buyers. Appcharge notes that web stores offer a durable foundation for direct-to-consumer transactions, as they operate outside of app store billing and shield publishers from future fee changes. However, the company also highlights the potential for additional fees on external payments. The success of the Epic Games Store on Android and iOS, with over 40 million downloads since its launch in 2024, is also cited as an example. Appcharge CEO Maor Sason states, 'Our data indicates that 2025 was the year when app-to-web payments, web stores, and alternative distribution methods became scalable and repeatable revenue engines. While Payment Links provide an entry point, web stores are the foundation – continually optimised, personalised, and closely tied to player behaviour.'