# How to Sell Software Without the App Store (30% Fee)

> Guide to selling mobile and desktop apps outside Apple and Google app stores. Avoid the 30% commission with direct sales, payment links, and Merchant of Record platforms.
- **Author**: Ayush Agarwal
- **Published**: 2026-03-30
- **Category**: Payments, Digital Products, How-To
- **URL**: https://dodopayments.com/blogs/sell-software-without-app-store

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Apple takes 30 percent. Google takes 30 percent. For a SaaS company making $100,000 per year, that is $30,000 gone to app store fees before you even pay for your servers or your team. This "app store tax" has been the standard for over a decade, but the landscape is shifting rapidly in 2026. You do not have to sell through them to reach your customers.

The dream of every developer is to build a product that people love and then keep the revenue that product generates. However, the gatekeepers of the mobile and desktop ecosystems have made this difficult. By forcing developers into their proprietary billing systems, they have effectively taken a massive cut of the global software economy. This guide will show you how to break free from these restrictions and sell your software directly to your users.

Selling software outside the traditional app stores is not just about saving money. It is about owning your customer relationship, having flexibility in your billing models, and avoiding the arbitrary delays of the app review process. Whether you are building a mobile app, a desktop tool, or a complex SaaS platform, there are proven strategies to bypass the 30 percent commission and build a more profitable business.

## The App Store Fee Problem

The most obvious issue with the major app stores is the 30 percent commission. While some platforms have introduced a 15 percent rate for small businesses making less than $1 million, this still represents a significant portion of your margin. For many startups, that 15 to 30 percent is the difference between being profitable and burning through venture capital.

> The margin advantage of digital products disappears quickly if you are manually handling tax filings, chargeback disputes, and failed payment retries. Automate the operational layer so your margin stays intact.
>
> \- Ayush Agarwal, Co-founder & CPTO at Dodo Payments

Beyond the raw cost, there are several other pain points that developers face when dealing with centralized app stores. Delayed payouts are a common complaint. Instead of receiving your money as soon as a customer pays, you often have to wait weeks or even months for the app store to process the transaction and send the funds to your bank account. This can create massive cash flow problems for growing companies.

App review delays and rejections are another major hurdle. Every time you want to update your billing model or add a new feature, you have to wait for a reviewer to approve your changes. If they decide that your new feature violates a vague policy, your entire update can be blocked. This lack of control makes it difficult to iterate quickly and respond to customer feedback.

Finally, policy restrictions on billing models can stifle innovation. Many app stores forbid certain types of subscriptions, bundles, or promotional offers that are common in the web world. By selling directly, you can implement any pricing strategy that makes sense for your business, from usage-based billing to complex enterprise contracts.

## When You CAN Sell Outside App Stores

Many developers believe that they are legally or technically required to use app store billing for everything. This is a common misconception. There are several categories of software where you can sell directly to customers without violating the terms of service of the major platforms.

SaaS apps are a primary example. Apple and Google have long had exceptions for "reader" apps and SaaS platforms where the primary functionality is accessed on multiple devices. If your app is a companion to a web service, you can often allow users to sign up and pay on your website and then simply log in to the mobile app to access their account.

Web apps and Progressive Web Apps (PWAs) are another powerful alternative. Because these apps run in the browser, they are completely outside the control of the app stores. Modern PWAs can be installed on a user's home screen, send push notifications, and even work offline. They provide a near-native experience without the 30 percent tax.

Desktop apps for macOS and Windows have even more freedom. While both platforms have their own app stores, the vast majority of desktop software is still sold directly via developer websites. You can distribute your app as a simple download and use a platform like Dodo Payments to handle the checkout and license management.

Browser extensions, enterprise apps distributed via internal portals, and side-loaded apps on Android also fall into this category. If you are targeting a technical audience or an enterprise environment, you have even more flexibility to bypass the traditional gatekeepers.

## Legal Landscape in 2026

The legal environment surrounding app stores has changed dramatically over the last few years. In 2026, we are seeing the full impact of the European Union's Digital Markets Act (DMA). This legislation has forced major platform holders to allow alternative payment systems and even alternative app stores within the EU.

The Epic v. Apple ruling in the United States also set a significant precedent. While it did not completely dismantle the app store model, it did force platforms to allow developers to "steer" customers to their own websites for payment. This means you can now legally tell your users that they can get a better price by paying on your website instead of through the app.

Google has also faced similar pressure and now offers alternative billing requirements in many regions. While they still try to take a smaller "service fee" for these transactions, the trend is clearly moving toward more open ecosystems. Developers who stay informed about these changes can take advantage of new opportunities to reduce their costs.

It is important to remember that this is general guidance and not legal advice. The rules vary by country and are constantly evolving. However, the general direction of the industry is toward more competition in the payment space, which is a huge win for independent software developers.

## How to Sell Directly with Dodo Payments

If you want to avoid the 30 percent fee and take control of your revenue, Dodo Payments provides the infrastructure you need. As a Merchant of Record (MoR), we handle the complex parts of global commerce, including tax compliance, fraud prevention, and local payment methods. Here is how you can set up direct sales for your software.

### 1. Create Your Product

The first step is to define your product in the Dodo Payments dashboard. You can set up one-time payments for simple tools or recurring subscriptions for SaaS products. You can also define different pricing tiers, such as a basic plan for individuals and a premium plan for teams.

### 2. Direct Users to Your Website

Instead of sending users to an app store page, you direct them to your own website. This is where you have complete control over the marketing message and the user experience. You can use SEO, content marketing, and social media to drive traffic to your site.

### 3. Use Payment Links or Overlay Checkout

Dodo Payments offers multiple ways to accept payments. You can generate a simple payment link and send it to a customer via email or social media. Alternatively, you can integrate our overlay checkout directly into your website. This allows the customer to pay without ever leaving your page, creating a seamless experience.

### 4. Deliver Access via API or Webhook

Once a payment is successful, you need to grant the user access to your software. Dodo Payments can send a webhook notification to your server as soon as the transaction is complete. Your server can then create a user account, generate a license key, or unlock specific features in your app.

### 5. Handle Subscription Management

If you are selling a subscription, you need a way for users to manage their plans. Dodo Payments provides a built-in customer portal where users can update their payment methods, view their billing history, and cancel their subscriptions. This saves you from having to build these complex features yourself.

## Platforms and Strategies

Different types of software require different distribution strategies. Choosing the right approach depends on your target audience and the platform you are building for.

The PWA approach is becoming increasingly popular for mobile-first startups. By building a high-quality web app, you can bypass the app store entirely. You can use a "website + deep link" strategy where the user pays on your site and is then automatically redirected into your app with their account already activated.

For desktop software, sideloading is the standard. On macOS, you can distribute your app outside the Mac App Store by simply notarizing your code with Apple. This ensures the app is safe for users to run while allowing you to use your own payment provider. Windows has even fewer restrictions, making it easy to sell directly to users.

Enterprise software often bypasses app stores by using private distribution methods. You can sell your software to a company via a direct contract and then provide them with a custom installer or a private link to your web portal. This allows you to handle large-scale deployments without any interference from third-party platforms.

## Comparison Table: App Store vs. Direct Sales

| Feature             | App Store Sales               | Direct Sales (Dodo Payments)      |
| :------------------ | :---------------------------- | :-------------------------------- |
| Revenue Share       | 70% to 85%                    | 95% or more                       |
| Payment Flexibility | Limited to platform methods   | Global methods (Cards, Pix, etc.) |
| Customer Ownership  | Platform owns the data        | You own the customer relationship |
| Billing Models      | Restricted by platform policy | Completely flexible               |
| Global Tax          | Handled by platform           | Handled by Dodo Payments (MoR)    |
| Payout Speed        | Often delayed (30+ days)      | Faster, predictable payouts       |

## Direct Sales Workflow

```mermaid
graph TD
    A[Developer Builds App] --> B[Sells on Website via Dodo]
    B --> C[Customer Pays via Overlay Checkout]
    C --> D[Dodo Handles Global Tax & Fraud]
    D --> E[Webhook Triggers License Delivery]
    E --> F[Full Revenue to Developer]
```

## Tips for Success Without the App Store

Selling directly requires a different mindset than relying on app store discovery. You are now responsible for your own marketing and distribution, but the rewards are much higher.

Handling updates without an app store is one of the first technical challenges you will face. For desktop apps, you can implement an "auto-update" feature that checks your server for new versions and downloads them automatically. For web apps, updates are even easier since the user always gets the latest version every time they refresh the page.

Marketing without app store discovery means you need to invest in other channels. Content marketing, search engine optimization, and paid advertising are all effective ways to find your audience. You can also use "deep linking" to create a smooth transition between your marketing site and your application.

Building trust is also crucial when you are not using a well-known app store. Make sure your website looks professional and clearly displays your security credentials. Using a trusted payment partner like Dodo Payments helps reassure customers that their financial information is safe.

## Internal Resources and Documentation

To help you get started with direct software sales, we have compiled a list of relevant guides and technical resources. These will help you integrate Dodo Payments into your existing workflow.

- [How to Sell Software Online](https://www.dodopayments.com/blog/how-to-sell-software-online)
- [How to Sell Digital Products Online](https://www.dodopayments.com/blog/how-to-sell-digital-products-online)
- [Best Platform to Sell Digital Products](https://www.dodopayments.com/blog/best-platform-sell-digital-products)
- [How to Accept Online Payments](https://www.dodopayments.com/blog/how-to-accept-online-payments)
- [Merchant of Record for SaaS](https://www.dodopayments.com/blog/merchant-of-record-for-saas)
- [Software License Management](https://www.dodopayments.com/blog/software-license-management)
- [Embedded Payments for SaaS](https://www.dodopayments.com/blog/embedded-payments-saas)
- [Subscription Pricing Models](https://www.dodopayments.com/blog/subscription-pricing-models)
- [Dodo Payments Pricing](https://www.dodopayments.com/pricing)

For technical implementation details, please refer to our developer documentation:

- [Overlay Checkout Integration Guide](https://docs.dodopayments.com/developer-resources/overlay-checkout)
- [License Key Management API](https://docs.dodopayments.com/features/license-keys)
- [Webhook Event Guide](https://docs.dodopayments.com/developer-resources/webhooks/intents/webhook-events-guide)
- [General Integration Guide](https://docs.dodopayments.com/developer-resources/integration-guide)
- [Introduction to Dodo Payments](https://docs.dodopayments.com/introduction)

## FAQ

### Is it legal to sell iOS apps without the App Store?

In many regions, including the European Union, new laws like the Digital Markets Act are making it possible to distribute iOS apps via alternative methods. In other regions, you can still sell "SaaS" or "Reader" services on your website and allow users to log in to the iOS app.

### How do I handle global sales tax if I sell directly?

When you use a Merchant of Record like Dodo Payments, we take on the legal responsibility for calculating, collecting, and remitting sales tax and VAT in over 150 countries. This allows you to sell globally without worrying about complex tax compliance.

### Can I still use the App Store for discovery but sell on my site?

Yes, this is a common strategy. You can offer a free version of your app on the store to gain visibility and then offer premium features or subscriptions on your website at a lower price point since you are not paying the 30 percent fee.

### How do I deliver license keys to my customers?

Dodo Payments has a built-in license key management system. You can configure your products to automatically generate and email a unique license key to the customer as soon as their payment is confirmed.

### Will my customers trust a direct checkout?

Most modern consumers are comfortable paying on a developer's website, especially if the checkout process is professional and secure. Dodo Payments provides a high-quality checkout experience that supports familiar payment methods like Apple Pay and Google Pay.

## Conclusion

The era of the mandatory 30 percent app store tax is coming to an end. Between shifting legal landscapes and the rise of powerful Merchant of Record platforms like Dodo Payments, developers have more freedom than ever before. By selling your software directly to your customers, you can increase your margins, own your data, and build a more sustainable business.

Taking control of your distribution is a strategic move that pays dividends as your company grows. While the app stores provide a convenient starting point, the long-term benefits of direct sales are undeniable. Start your journey toward revenue independence today by building a direct-to-consumer sales channel for your software.
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