We shifted first payment to web for paid campaigns, then synced entitlements to the app on login. Margins improved, but we had to get real about taxes, SCA, fraud checks, and support workflows. Also made sure the app experience stays compliant and does not push web payments in a way that risks review issues.
The upside was pricing freedom and faster tests. The downside was building clean refund, cancellation, and restore flows that feel consistent across web and app.
If you did this, what guardrails did you put in place for support, compliance, and review safety, and where did it bite you?
It paid off for us.
I used Stripe for billing, clear receipts, and automated emails. Webhooks update entitlements. I kept the app content focused and avoided linking directly to web checkout inside the app. Ops cost rose a bit but the margin boost was bigger.
Worth it if you test fast. I push offers on web, see results in hours, then sync entitlements to the app. Web2Wave helps because I can change pricing and copy live without a new build. Margins look better and tests move quicker.
Start with a few geos and one plan. Keep refunds simple. If support spikes, fix that before you scale.
Worth it if your ARPU is tight
Do a pilot. One SKU, one geo, one billing provider. Build a clean refund and cancellation flow on web and propagate changes to the app fast. Keep the in-app experience focused on value and account sign in. Watch chargebacks and SCA failures early. If the margin lift covers ops and support within a month, expand. If not, fix the gaps first.
Support load goes up with web billing. Plan for refunds and chargebacks.