继 2025 年 5 月的一项法庭裁决之后，苹果公司修改了其指导原则，允许开发人员链接到应用外，在外部网站上收款。这意味着，您可以首次使用网页结账方式购买数字商品或服务，节省高达 90% 的购买费用，并将这些费用转化为企业的额外收入。网页结账还能更灵活地定价和促销，促进与客户的关系，更好地洞察数据，并通过提供额外的支付方式（如先买后付选项）来满足客户的期望，而苹果的应用内购买 (IAP) 系统不支持这些支付方式。

为了抓住这一机遇，应用开发人员告诉我们，他们正在探索如何为 iOS 应用快速转向网页结账。不过，他们希望确保保持客户转化率，即使将客户重定向到应用之外也是如此。

如果您决定采取这一方案，Stripe 可以提供帮助。Stripe 是一个完全集成的金融和支付产品组合，可让您在一个地方管理整个收入管理周期。您可以处理支付、创建网页结账流程、推出新的定价模式、自动执行全球税务合规并访问一体化报告。

在过去几个月里，Stripe 已经帮助数十款应用开始处理外部支付，许多应用都表示在支付处理费用上节省了两位数。在本指南中，我们总结了一路走来的经验教训，以帮助您在应用和网页上创建自己的无缝支付体验。这些最佳实践将对您有所帮助：

• 在合规的前提下将应用内的购买行为重定向至网页
  
• 在应用和网页之间进行重定向时，创建一致的用户体验
  
• 建立一个高转化率的结账方式
  
• 测试哪些策略对客户最有效
  
• 管理税务、退款和争议等购后活动
  

我们还将介绍 Stripe 如何提供帮助，并重点介绍 Stripe Checkout 用于应用到网页支付，以及它如何结合本指南中强调的最佳实践。让我们深入了解。

创建优化网页结账流程的最佳实践

在为您的应用支付创建网页结账体验时，我们建议您考虑以下最佳实践。

以合规的方式将结账从应用内重定向到网页

• 链接到外部浏览器： 尝试在应用中使用 WebView 的开发者很可能无法通过 iOS App Store 的审核。相反，请确保重定向到外部浏览器以保持合规性。
  
• 检查您的发布国家/地区： Apple 的最新指南目前仅适用于从“美国商店”下载的应用。请使用 StoreKit 的 "Storefront" 属性来检测您的应用是从哪个商店下载的。如果您的应用不在美国店面，这些指南可能不适用。
  
• 使用预构建解决方案以确保符合法规： 除遵守 Apple 的指南外，遵守适用的政府、银行和网络法规也很重要。这些法规包括 PCI 的安全标准、《欧盟通用数据保护条例》 (GDPR) 和《加利福尼亚消费者隐私法案》(CCPA) 等隐私规则，以及银行和信用卡公司要求披露的义务。您的第三方支付处理商应能就所有这些事项提供指导。
  

在应用和网页之间进行重定向时，创建一致的用户体验

• 让客户在应用内选择产品： 让客户在应用内选择产品，只跳转到网页进行支付。这样既保留了熟悉的应用内体验，又避免通过传统网页购物车流程，减少对转化率的影响。
  
• 仅在支付时将客户重定向到网页： 仅在支付时将客户重定向到网页。这样可以保持结账流程的一致性，并简化您可能想在结账页面上进行的任何测试，因为您只需更改流程的一个环节。
  
• 在重定向过程中保留身份验证： 如果客户在您的应用上登录，那么他们在网页上也应保持登录状态。为了获得流畅的体验，请使用第三方验证服务，如 Sign in with Apple 或 Firebase Authentication，该服务可生成短时效令牌，并通过 URL 参数传递给您的应用。否则，要求客户在网页上重新登录会增加不必要的操作。
  
• 自动将客户重定向回应用： 在网页结账后使用通用链接将客户重定向回您的应用。通用链接在 Safari 上效果最佳；在 Chrome 浏览器上，它们会在浏览器中打开，而不会重定向到应用。如果您想在 Chrome 浏览器上使用通用链接，请确保重定向后的第一个页面包含一个按钮，将客户深层链接回您的应用。此外，一定要在链接中包含支付结果，这样您的应用才能显示正确的界面。这种支持通用链接并将深度链接作为备用的双重方案可确保可靠的重定向。
  
• 确保重定向到网页时的连续性： 当您的应用重定向到浏览器而不是在应用中打开 Apple Pay 时，客户可能会感到意外。为了帮助他们理解重定向是有意为之，可以考虑在应用中添加重定向图标或提示信息，并在网页结账页面的显著位置放置应用的 logo、名称以及产品图片。
  

Design best practices: Button layout and checkout design

Moving payments to the web can reduce fees, but conversion depends on how smoothly you guide customers from the app to checkout. This section covers how to design the in-app button that initiates the flow, the preredirect transition screen, and the web checkout page itself, with layouts and principles that reduce friction and protect conversion.

Choosing a button layout

How you present the option to pay on the web depends on your pricing strategy and whether web checkout is the only purchase path or one option alongside in-app purchase. In practice, three layouts tend to work well:

Layout 1: Web checkout as the primary call to action

Best for apps moving entirely to web checkout for US customers. Place a prominent CTA button in your paywall or pricing screen that clearly states the destination and price. Effective button copy includes phrases like: “Subscribe on [yourdomain.com]” or “Get Premium — $7.99/month.” Avoid vague labels like “More options” or “Continue,” which don’t set clear expectations that the customer is leaving the app to complete payment.

Layout 2: Web checkout alongside in-app purchase

Best for apps that want to offer both web checkout and native in-app purchase. You can present web checkout as a secondary option beneath the native IAP button, or give both options equal visual weight if that better fits your pricing strategy. In either case, lead with the customer outcome. Straightforward language like “Buy now” tends to perform better than technical phrasing like “External purchase option.”

Layout 3: Web checkout as an upgrade path

Best for apps that want to offer annual or premium plans on the web while keeping monthly plans available through in-app purchase. Surface annual or discounted plans as the web-based option. This layout often performs well because it anchors the web checkout path to a clear value difference, rather than simply asking customers to choose between two payment methods.

Example layouts:

Web checkout page design

Once the customer is in the browser, the goal is to help them complete the purchase as quickly as possible. Mobile customers are on a smaller screen and in a new context, so the checkout experience should prioritize speed, clarity, and trust. Five principles consistently improve mobile checkout conversion:

• Lead with wallets. On mobile, wallet buttons placed above the card form often outperform form-first layouts. Customers who have just left a native app expect a fast, one-tap checkout experience.
  
• Show your brand. Include your app logo and product visuals at the top of the checkout page. Customers should feel like they are still in your ecosystem, not on a generic payment page.
  
• Prefill what you know. If the customer is authenticated in your app, pass their email address into the checkout session when possible. Removing even one required field can meaningfully improve completion rates.
  
• Keep the purchase summary visible. Make sure the product name, price, and billing cadence are easy to see near the payment form, so customers can quickly confirm what they’re buying.
  
• Make the return path explicit. After a successful payment, automatically redirect customers back to your app.
  

Measuring the funnel: Track click-through rate and conversion rate separately. Click-through rate measures how many customers tap from the paywall to the checkout link, while checkout conversion rate measures how many customers complete payment after the checkout page loads. A low click-through rate typically points to issues with button placement or copy needs work. A low checkout conversion rate typically indicates that the web checkout experience itself needs improvement. These are distinct problems, and they usually require different fixes.

Test which strategies work best for your customers

• Test with new customers first: Start by A/B testing your web-based checkout with new customers, redirecting a portion of them to an external web page while you monitor key business metrics. Once you’re happy with performance, consider prompting existing customers to purchase on the web.
  
• Choose the right payment strategy: With Apple’s updated guidelines, you’re no longer required to offer Apple’s IAP system. Developers have seen success with different strategies:
  
  • Offer both IAP and web checkout: Some developers offer both options, sometimes offering a discount for choosing the web to encourage cost-effective transactions.
    
  • Web-only checkout: Other developers remove IAP entirely and only accept payments through the web for maximum savings on fees.
    
• Plan for existing subscriptions: Apple does not allow exporting of IAP payment data, so you can’t automatically migrate active subscriptions to third-party providers such as Stripe. To transition customers, consider prompting them to resubscribe via your web checkout after their current in-app subscription ends, rather than offering a renewal option in-app.
  

For Android developers, a third, hybrid model is also available: Integrate Stripe’s in-app payment element as the primary payment path, while keeping Google Play Billing as a fallback feature for customers who prefer it. This approach gives Android customers a seamless, native Stripe experience while preserving flexibility during the transition.

When testing, prioritize high-intent cohorts in your initial rollout, such as customers purchasing annual plans, returning customers, and customers who have already started the purchase flow. Web checkout tends to perform most competitively with these groups relative to in-app purchase, and the per-transaction fee savings are often most meaningful to them.

Manage your customer journey post-purchase

• Offer subscription management on the web: If you sell subscriptions, give customers a way to manage them outside the app. A common approach is to show the customer’s current subscription tier in the app and include a button that links to a web-based subscription management portal. Ideally, that portal should allow customers to update their payment method, cancel their subscription, or upgrade to a different plan. This improves the customer experience and also reduces support requests. If you are using Stripe’s in-app payment element directly in your Android app, post-purchase subscription management works more like a traditional web subscription. You can manage the full subscription lifecycle through Stripe Billing and the Stripe customer portal.
  
• Prepare for taxes, disputes, and refunds: When using Apple’s IAP system, Apple is the merchant of record, handling taxes, refunds, and disputes. When you transition to web-based payments, your business becomes the merchant of record and assumes these responsibilities, or you can use a payment provider that also operates as the merchant of record for your business. Look for a payment provider that can manage the following on your behalf:
  
  • Global tax compliance: Calculating, collecting, and remitting the correct taxes across multiple jurisdictions
    
  • Fraud management: Implementing systems to detect and prevent fraudulent transactions
    
  • Dispute resolution: Responding to and managing customer disputes and chargebacks
    
  • Financial liabilities: Taking on legal and financial responsibilities for every transaction
    
  • Customer support: Handling payment-related inquiries and refund requests
    

If your company already manages web payments, you might have these systems in place. If not, consider a solution such as Stripe Managed Payments, which acts as your merchant of record.

How Stripe can help you take advantage of this opportunity

Implementing all these best practices can be daunting, especially if you need to replace the comprehensive infrastructure Apple previously provided. Stripe offers a holistic solution that helps you make the transition to web-based payments quickly and with confidence:

• Stripe Checkout for app-to-web payments: A prebuilt, highly customizable payment page designed for accepting app-to-web payments.
  
• Stripe Managed Payments: Our merchant of record solution uses Link to manage all of the complexity involved in operating as the merchant of record. Stripe handles the behind-the-scenes intricacies—such as global tax compliance, dispute management, fraud prevention, and customer support—for you, maintaining the operational simplicity you’re accustomed to.
  
• Stripe Billing: Manage and bill customers however you want. Stripe supports recurring, usage-based billing and negotiated contracts to automate your revenue management workflows. Stripe also supports online subscription management with a dedicated customer portal.
  

Here’s more detail on each of these solutions.

Stripe Checkout for app-to-web payments

With Checkout, you can create a seamless and trusted checkout experience that feels native to your app while gaining greater flexibility, control, and payment method coverage on the web. Stripe Checkout for app-to-web payments is a prebuilt, highly customizable payment page designed specifically for mobile apps. It helps you implement best practices right away and handles many of the best practices covered in this guide.

Stripe Checkout features a mobile-optimized UI tailored for app customers, along with secure authentication and redirect handling to ensure a smooth flow from your app to the web. It also includes built-in support for promo codes and subscription upgrades, enabling more flexible and conversion-friendly purchasing options.

With support for more than 75 global payment methods—including Apple Pay, Link, and Cash App Pay—Checkout allows you to meet customer preferences across geographies. Returning customers benefit from saved payment methods, which speed up the checkout process and boost repeat conversions.

Stripe Checkout also enables global privacy, security, and network compliance, and it automatically manages cart state, authentication, and redirects. It supports both one-time and subscription billing models, and it comes with a prebuilt billing portal—allowing customers to manage their subscriptions on the web.

All of this is backed by Stripe’s powerful billing and tax engines, giving you global tax compliance and reliable recurring billing that are ready to use. With Checkout, you can start accepting web payments in just a few days—without having to build everything from scratch.

Stripe Managed Payments

Selling digital products such as SaaS, software, content, or downloads through web payments offers more flexibility and control. But it also introduces new responsibilities that were previously handled by Apple, such as tax compliance and customer support.

Stripe Managed Payments is a merchant of record solution that handles these complexities for you, so you can simplify your operations while expanding your reach.

A merchant of record is the legal entity responsible for selling products to customers. When you use Managed Payments, Stripe becomes the merchant of record on your behalf—taking on the key responsibilities associated with digital sales. This includes:

• Global tax compliance (VAT, GST, sales tax), including calculation, collection, and remittance
  
• Fraud prevention and risk management
  
• Dispute and chargeback handling
  
• Customer support and subscription management
  

Stripe Managed Payments supports your customers with a Link-branded customer portal. If your customers use Link, they can view their purchase history, manage payment methods, and update or cancel subscriptions. Additionally, Managed Payments includes transaction-level customer support through Link. By handling these complex tasks, Stripe allows you to retain the operational simplicity provided through in-app purchases, while giving you the flexibility and control of web-based payments.

For businesses that want to offload the operational burden of selling digital products globally, Managed Payments is the fastest path forward. It enables you to go to market quickly without building intricate backend systems, while offering a seamless app-to-web checkout experience. With built-in compliance for global tax regulations, you can focus on growing your business without needing to become your own merchant of record.

Stripe Billing

Now that you can collect payments through an external website, you have the ability to fully control pricing. Stripe Billing allows you to easily customize pricing models such as subscriptions, usage-based, pay-as-you-go, or one-time charges to match your business needs.

If you do not use Managed Payments but are using Billing, your customers can easily manage their subscriptions on the web using Stripe’s customer portal. This portal lets customers self-manage their payment details, view invoices, and update subscriptions—all in one convenient place. If you use Managed Payments, a comprehensive subscription management experience is automatically included as part of the service.

You can also give customers a discounted introductory rate, so they can try your product without paying full price, or you can give subscribers a discount if they upgrade from a monthly plan to an annual one. Stripe Billing also helps you maximize revenue and reduce churn with AI-powered Smart Retries and recovery workflow automations. Stripe recovery tools helped businesses recover $8.2 billion in failed payments in 2025.

Other benefits of using Stripe

Offer a fast checkout with Link

With Link, you can maintain a fast, frictionless payments experience by autofilling customers’ payment information—enabling them to check out in seconds. In fact, customers using Link check out three times faster than non-Link customers.

Reduce processing cost with Instant Bank Payments

In addition to a faster checkout, you can also save on payment processing with Instant Bank Payments through Link. With Instant Bank Payments, your customers can check out with Link and pay with their US bank account in just a few clicks. Payments are then confirmed instantly, and they settle in two business days—just like card payments—with Stripe guaranteeing the risk of bank-initiated returns.

Instantly transfer funds to your bank account or debit card

Access to cash is a challenge for all businesses, but it can be particularly hard for app developers who have to wait at least 30 days to access their earnings. This lack of cash flow can limit your ability to scale your app, making it harder to invest in new marketing campaigns or features. Stripe’s Instant Payouts solves this challenge by allowing you to transfer funds to an eligible debit card or bank account within minutes of a transaction. You can request an instant payout any day or time, including weekends and holidays, and funds typically arrive in the associated bank account within 30 minutes.

For more information about how Stripe can help you create a web-based checkout, read our guide or contact our sales team. To start accepting payments right away, sign up for an account.