Let us talk about web monetisation. Along with good, old, seemingly inevitable AI, it is the other big topic du jour.
At Business of Apps London 2026, Lucas Lovell, Director of Product at Paddle, delivered an in-depth talk on web monetisation, breaking down what it is and offering a few useful strategies for turning web monetisation into a primary lever for growth in 2026.
In this post, we are breaking down the key insights that emerged from his talk.
Key takeaways:
- Stay on the right side of Apple’s T&C
- The five “Make it…” of success — make it fast, make it familiar, make it consistent, make it clear, make it seamless
- Avoid the check-out trap
- Solve the whole problem
The what, the why, the how
There has been a lot of talk around web monetisation; so much so, in fact, that it hardly requires an introduction.
Very briefly, web monetisation includes two tactics:
Web-to-app
The first is web-to-app, which is a half UA and half monetisation strategy, whereby a user is re-directed to a web page before download an app. It is on that web page that the magic happens, but what that magic actually looks like differs from one app to the next.
Some apps might just get users to subscribe, which is by far the most popular approach.
Web-to-app at a glance
Source: Paddle
However, some apps are experiment with having users complete onboarding, or at least part of the onboarding, on the web before redirecting users to the relevant store to download the app.
App-to-web
On the other hand, app-to-web, only available in the USA (at time of writing), is a strictly monetisation tactic, whereby the user already has the app on their phone and is actively using it.
Should they want to buy a subscription or make a purchase of any kind, they would then be redirected to the web where the transaction will take place.
App-to-web at a glance
Source: Paddle
This tactic is definitely gaining traction; however, it is considerably more difficult to execute since going app-to-web means having to take on all the responsibility and compliance that Apple previously handled.
Thus the stores were blown open… Two *landmark* cases, as reporters like to put it, made that possible — Apple vs Epic Games and Google vs Epic Games… we are sensing a pattern here…
Jokes aside, going web comes with significant benefits, as one might expect. Below is a quick overview:
It is all about making more money… right?
True, most people prefer monetising their users via the web because it means paying considerably lower commission fees, but that is really just scratching the surface.
Freedom to experiment
The web offers much more flexibility to experiment with how you do payments in the first place. Plus, if we are talking web-to-app, some apps are even experimenting with getting users onboarded on the web, as we previously mentioned.
Going web essentially means developers are no longer required to stick to Apple’s or Google’s visions of what billing should look like and can implement a payment system that best suits their app. It is all about flexibility, too.
Cash flow
Developers get paid out faster on the web, which makes web monetisation especially lucrative for cash-strapped start-ups and smaller apps. At the same time, going web isn’t easy and can be quite expensive, creating a bit of a paradox for those just starting out.
Control and better data
Finally, monetising via the web also means having much more control over user experience and thus the user themself. It also nets developers much more and much more useful data compared to what they get from the stores.
Now that we have covered the basics, let us consider how developers can take full advantage of web monetisation in 2026 and beyond.
A quick disclaimer before we continue. The first three sections focus on app-to-web only. Web-to-app comes afterwards.
Stay on the right side of the law
While app-to-web gives developers a lot of control over payments, it doesn’t mean they can do as they please. Apple — we will be focusing on Apple here since app-to-web is a US thing only right now — still has a lot of control over its ecosystem. So, it is best to stay on the right side of Apple’s T&Cs and stray away from questionable practices.
Stay on the right side f Apple’s T&Cs
Source: Paddle
What this translates to is, for one, properly redirecting users outside the app and into a separate browser. As Lucas explains, some apps have tried being sneaky and use an in-app web view, whereby the web page pops up inside the app. Lucas advises against this ambiguous practice as it might get you banned from the App Store.
Secondly, going app-to-web doesn’t mean developers can simply drop IAP flows completely. You are still very much required to offer an IAP option, and it is up to the user to decide what they prefer. Lucas even advises re-submitting your app for review after implementing app-to-web — it is just good practice and helps developers stay on the right side of the law.
Finally, no deceptive billing or UX — like, of course.F
Five rules for success
Now that we have covered what not to do, here are five useful tips of what makes for a good app-to-web experience.
Make it fast
This is really rather self-explanatory, but basically every millisecond helps. The faster the experience, the happier the user.
Make it familiar
This one is also quite simple. Things should feel mobile-native. Users shouldn’t feel like they have switched from phone to computer.
Make it consistent
Prices should be consistent across app and web so that users don’t get confused.
Five rules for success
Source: Paddle
Make it clear
Basically, developers should make sure to explain what is going to happen before a user is linked to a new browser so that they don’t think they are getting scammed.
Make it seamless
After a user has completed a purchase on the web, they should seamlessly be redirected back into the app. Developers get to make more money, but users shouldn’t suffer for it — everything should be as frictionless and fast as possible.
“It is really important to experiment and iterate your way through this.”
Lucas Lovell, Director of Product at Paddle
Ultimately, the best piece of advice Lucas offers is to experiment, to iterate… a lot. The above can feel like no-brainer stuff, but things are easier said than done. As you will see from his talk, fine-turning a web experience takes a lot of time and effort, and the apps with the best external flows have dedicated teams working on this full-time.
Five-step rollout plan
Firstly, start small, with a single path but make it good, make it measurable. Secondly, make sure to clearly communicate with Apple. It might even be a good idea to have the app go through a review process again, just to make sure Apple and you are both on the same page about what is going to happen once your external payment option goes live.
The key KPI when it comes to app-to-web is speed, both load speed but also speed through the experience. The easier and faster you make it for users, the more you stand to gain from app-to-web.
Five-step rollout plan
Source: Paddle
Apple Pay should be front and centre, Lucas and thus we can’t stress this enough. App-to-web is a US thing only, and Apple Pay is huge there. Lucas suggests that it might even be the only option you offer.
Finally, as we pointed out above, make sure the return to app is as smooth and easy and slick as possible — it is all about that speed.
The check-out trap
Now, let us move onto web-to-app.
Lucas key piece of advice here is to avoid the check-out trap.
Optimising the check-out feels intuitive. After all, that is what web-to-app is all about — the check-out. But that is a trap.
Essentially, optimise everything that builds into and builds from a web-to-app funnel. Let us take a quick example.
Optimise the moments that matter
Source: Paddle
A web-to-app funnel usually builds on a social media campaign or some sort of marketing campaign. So, the metrics you will need to track and optimise for in this case would be click-to-view, view-to-paywall, paywall-to-check-out, check-out-to-paid, paid-to-retained.
As Lucas put it, “the check-out is super important, yes, but it is one of many important moments through the entire user journey and you need to optimise the whole thing.”
“The check-out is super important, yes, but it is one of many important moments through the entire user journey and you need to optimise the whole thing.”
Lucas Lovell, Director of Product at Paddle
Additionally, by tracking and measuring and optimising for all of the above, you get much better data on your users, who they are, what they want, how they behave, etcetera.
Solve the whole problem
Not unlike to app-to-web, when it comes to an web-to-app flow there are three things you should be striving to make it, namely frictionless, familiar, and fast.
Fast we know. Frictionless we know, too. Familiar we have also covered. One thing Lucas advises, and that we haven’t mentioned before, is to make the web buying experience as similar in look and feel to the in-app one. This is not about deceiving users, which is why it is important to properly link out to a browser, rather it’s about consistency — consistency of experience, brand consistency, etc.
Payment options, again, should be mobile-native, aka Apple Pay and Google Pay. And don’t you even think about asking users to fill in their card details; you are basically asking users to drop off. Web-to-app needs to be competitive with the IAP-flow option after all, and nothing is easier than double click, face ID, Bob’s your uncle.
As before, pricing should be consistent. Dubious pricing practices will just dent your reputation and from there your KPIs. It’s simply not worth it. Lucas also recommends implementing intuitive and frictionless downgrade and cancellation options.
Finally, it’s all about experimentation. There’s no one-size-fits-all approach — iteration makes perfect.
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