External payments and the future of mobile app monetization

Recent shifts in platform policy mean that mobile developers are now permitted to include links from their apps to external web shops and purchase experiences—for users based in the U.S. While this applies across platforms, it’s particularly relevant for iOS apps that have historically been limited to in-app purchase (IAP) monetization via the App Store.

With greater control over how and where transactions take place, this opens the door to direct-to-consumer (D2C) monetization, more flexible payment options and potential to increase revenue.

Realizing the full value of this opportunity requires a clear, well-informed strategy. In this blog, we outline what this shift means in practice, explore the role of cross-platform measurement, and share insights from Xsolla on implementing web-based storefronts effectively.

With the ability to guide users from an app to a web-based storefront directly, teams now have the option to rethink how purchases are presented and fulfilled. In addition to improving user flows, conversion tracking, and revenue optimization, this also creates the opportunity to improve ownership of the user relationship.

In practical terms, this means developers can:

• Explore additional web-based purchase paths.
• Offer localized and flexible payment options through branded web stores.
• Build closer relationships with users via owned purchase channels.

To fully take advantage of this opportunity it’s important to approach it with the right tools, especially when it comes to infrastructure and measurement. Developers need a reliable, compliant web shop setup and strong measurement capabilities to understand how users move between app and web.

Understanding how users move between app and web—where they come from, what drives engagement, and where conversions occur—is key to making informed decisions.

Adjust gives developers this visibility by enabling measurement of user behavior across platforms—capturing interactions from the first ad engagement through to in-app or web-based purchases. Whether a conversion happens inside the app or on a linked web shop, the underlying data remains consistent, accurate, and actionable.

This cross-environment measurement ensures developers aren’t working with partial views or disconnected data. Instead, they can:

• Attribute conversions accurately across both app and web
• Optimize campaigns and user flows based on performance insights

To support these new purchase flows in the first place, however, developers need a straightforward way to build and manage web-based storefronts.

Xsolla, for example, provides the tools mobile games studios need to go direct-to-consumers to better market, manage payments, and distribute digital items. Their team handles online payments, compliance, and storefront setup across markets—enabling the creation and management of branded web shops to operate alongside app-based experiences.

The Web Shop offering supports over 1,000 global payment methods and includes built-in features for fraud prevention, tax handling, and regional compliance. This allows teams to reach users in multiple markets while managing operational and legal complexity through a centralized setup.

By taking care of these foundational elements, Xsolla enables developers to focus on creating high quality experiences while they handle the integration of a new web shop or scale an existing one aimed at reaching more players and generating more repeat purchases. 

With Adjust natively integrated into the solution, developers also gain cross-platform measurement from app to web—right out of the box. 

Whether you’re optimizing ROAS, rethinking purchase flows, or building sustainable new revenue streams, Adjust’s commerce integration with Xsolla equips you with the tools you need to measure, manage, and scale with confidence. The rules have expanded—and any changes made must be smart, sustainable, and strategic. 

Request a demo today to see how Adjust’s measurement suite and Xsolla’s commerce infrastructure work together.