For app developers, the store commission is usually the single largest cost of selling. That is why more apps now send users to their own website to pay. Before you do the same, it helps to know exactly what the difference is worth.
The store rates
Apple's standard commission is 30%. Through the App Store Small Business Program, developers whose proceeds were under $1 million in the previous calendar year pay 15%. Subscriptions also drop to 15% after a subscriber's first year. Google Play has similar reduced rates for smaller developers and subscriptions.
Those rules now differ by region. From October 1, 2026, Apple's EU terms charge 26% on standard in-app purchases and 15% on link-outs to your own checkout, or 15% and 10% at the reduced rate. In the US, link-outs currently carry no Apple commission, and Apple has asked a court to approve new link-out rates that are not yet in effect. Google Play in the US, UK and EEA now charges a 10% service fee on the first $1 million a year and on subscriptions, plus 5% if you use its billing. Check the current terms for your region before you plan around them.
In-app vs web on 1,000 sales
In-app
($9.99 − $9.99 × 15%) × 1,000equals$8,491.50
Web
($9.99 − ($9.99 × 2.9% + $0.30)) × 1,000equals$9,400.29
Difference
$9,400.29 − $8,491.50equals$908.79
Selling through the web keeps about $909 more each month, around $10,900 a year. At the 30% standard rate, the gap more than doubles.
What the math leaves out
- Conversion: leaving the app to pay adds steps, and some buyers give up. A 10% drop in conversion can erase much of the saving.
- Link-out commissions: in some regions the store still charges a reduced commission on purchases made through a link from your app.
- Tax: stores act as the seller and handle sales tax and VAT. On the web, that is your job unless you use a merchant of record.
Tip: If you have fewer than $1 million in proceeds and haven't joined Apple's Small Business Program, enroll first. It halves the commission with no other change.