Web Checkout vs. In-App Purchase: Should Your App Sell Subscriptions Through Stripe?

Short answer: In-app purchase converts best inside the app, because it's one tap with a saved payment method, but the stores take 15–30%. Web checkout through Stripe can cost far less in fees, gives you the customer relationship, and suits creators who already sell through their content and email. After the 2025 Epic v. Apple ruling, apps on the US App Store can link users to web checkout. Rules elsewhere differ and keep changing. For most creator apps the best setup is hybrid: in-app purchase inside the app, and web checkout for traffic from your content, both unlocking the same account.

This area is still evolving. Check Apple's and Google's current guidelines and get legal advice for your regions before relying on any of this.

What are the two ways to sell an app subscription?

In-app purchase (IAP)

The purchase happens in the app through Apple or Google.

✅ Highest in-app conversion: Face ID, saved payment methods, user trust
✅ Stores handle billing, taxes, refunds and payment retries
❌ Commission: typically 15% for small developers and subscriptions after the first year in many cases, and up to 30% otherwise
❌ Less direct customer data and control

Web checkout (Stripe, Paddle and others)

The purchase happens on your website, and the app unlocks access when the user logs in.

✅ Much lower fees (payment processing rather than a store commission)
✅ You own the customer relationship: email, billing and promotions
✅ Flexible pricing, bundles (app + community + course), coupons and creator promotions
❌ More friction: entering card details converts worse than one-tap IAP for users already in the app
❌ You handle refunds, failed payments, sales tax/VAT (or use a merchant of record) and support

What changed in 2025?

In April 2025, a US federal court ruled in Epic Games v. Apple that Apple must let apps on the US App Store include buttons and links to external purchase options, without charging a commission on those web purchases. Apple updated its US guidelines in response. In the EU, the Digital Markets Act created separate alternative-payment options with their own fee structures. Other regions have their own rules again.

What this means in practice:

US: apps can show a link or button to buy on your website
Elsewhere: rules vary, and in many storefronts steering to web purchases is still restricted
"Reader" apps (where users access previously purchased content) have their own link entitlement

Because this is changing, build the feature so it can be turned on or off per region with remote config.

When does web checkout make the most sense?

Your sales already happen off-app. Creators sell in YouTube descriptions, Instagram bios and email. Those users can buy on the web before they ever download the app, with no store fee.
You sell bundles, for example app + community + coaching in one membership.
You have a large US audience.
Your margins matter, like at scale, where 15–30% of revenue is a big number.

When does in-app purchase make more sense?

Most purchases happen inside the app, from App Store search traffic or onboarding paywalls
You want the simplest possible setup
Your audience is mostly outside regions that allow external links

What does the hybrid setup look like?

This is what I usually recommend for creator apps:

In-app purchase stays the default inside the app, for maximum conversion from App Store traffic. (Paywall conversion)
Web checkout for content traffic: links in your videos, bio and emails go to a web page with Stripe checkout.
One entitlement system: a tool like RevenueCat can unify Stripe and store purchases, so a user who paid on the web logs into the app and gets access.
Where allowed, an in-app link to web checkout, A/B tested against IAP to see which actually earns more after conversion differences.
Account-first flow for web buyers: they create an account during checkout, then download the app and sign in.

What are the hidden costs of web payments?

Sales tax and VAT in many countries (a merchant-of-record service like Paddle or Lemon Squeezy can handle this, for a higher fee)
Refunds, chargebacks and fraud
Customer support for billing questions
Engineering for the web checkout, account linking and entitlement sync

For smaller apps, the store commission is often worth paying for the convenience. As revenue grows, the maths shifts towards web.

FAQ

Can my app link to my website to buy a subscription?

On the US App Store, generally yes, since the 2025 ruling. In other regions the rules vary and change, so check the current guidelines for each storefront.

How much does Apple take from subscriptions?

Typically 15% for developers in Apple's Small Business Program (under $1M a year) and for subscriptions retained beyond the first year, and 30% in other cases. Google's rates are similar for subscriptions. Check the current terms.

Does web checkout convert worse than in-app purchase?

For users already inside the app, usually yes, because IAP is one tap. For users coming from your content, a web checkout page can convert well and avoids store fees.

Can a user who paid on my website use my iOS app?

Yes. They sign in with the same account and the app grants access. Tools like RevenueCat can sync web (Stripe) and store purchases into one entitlement.

Is Stripe or Apple better for creator apps?

Use both. Apple and Google for in-app conversions, Stripe for audience-driven sales on the web, with one account system so users have access everywhere.