Appcharge describes direct-to-consumer transactions as a "core, scalable revenue system"

The transformation of direct-to-consumer (DTC) monetization into a primary revenue mechanism is highlighted in recent findings from Appcharge.

After examining live transaction data totaling over $700 million, the mobile monetization platform concluded that DTC models have evolved from being experimental to becoming a reliable, scalable revenue stream. The analysis suggests the leading 200 mobile publishers globally are losing about $41 million every day in app store fees as opposed to utilizing DTC payments.

The report notes that over half of U.S. users who purchased through app to web stores were experiencing the DTC system for the first time. Moreover, a significant 97% of web store income is derived from returning customers.

Appcharge emphasized that web stores are the most sustainable DTC strategy because they function independently of app store billing, therefore protecting publishers from possible future changes in fees and the standard platform charge of 30%.

Nonetheless, it recognized the potential for new fees on external payments, following Apple's success in convincing a U.S. appeals court to impose a "reasonable fee" to mirror the actual costs associated with user security and privacy.

The mobile Epic Games Store has also seen considerable success, registering over 40 million downloads on Android and iOS since its debut in 2024.

Appcharge CEO Maor Sason remarked, "Our data indicates that 2025 marked the turning point when web-based payments, online stores, and alternative distribution channels transformed from being niche to becoming mainstream, repeatable sources of revenue." He added, "While Payment Links serve as an entry point, web stores are regarded by successful DTC publishers as continuously optimized and personalized LiveOps products, ingrained in player behavior."