In 2023, approximately 257 billion applications were downloaded globally, and these figures are anticipated to continue rising. Expanding your app’s reach through 3rd party app stores is a strategic move, especially as the mobile app ecosystem diversifies beyond Google Play and Apple’s App Store. There are alternative platforms that offer immense potential, opening doors to vast and untapped user bases in emerging markets and niche communities.Â
However, venturing into these spaces comes with unique challenges that require thoughtful planning and execution. From visibility hurdles to compliance complexities, this guide will walk you through five common obstacles and how to overcome them to achieve success.
1. Visibility and discoverability
The challenge:
Standing out in 3rd party app stores is often harder than on Google Play or the App Store. Many alternative platforms lack the advanced algorithms that first-party stores use to recommend apps to users. This can result in your app being overshadowed by competitors, especially in popular categories.
The solution:
To boost visibility, you need a robust app store optimization (ASO) strategy tailored to each third-party store’s unique structure. This includes identifying keywords that resonate with the store’s user base, designing high-quality screenshots, and writing engaging descriptions. Many third-party stores also offer paid promotional opportunities, such as banner ads or featured placements. Allocating a portion of your marketing budget to mobile OEM advertising can significantly improve your app’s discoverability. It is one of the finest ways to reach your target audience.
Pro tip:
Localization is key. Customize your app listings with local languages, culturally relevant imagery, and user testimonials. For example, the Xiaomi App Store holds an 11% share of the Android app market in China. Using localized visuals and phrases that resonate with users in markets like Southeast Asia or the Middle East can drive more downloads and engagement.
Additional insight:
Regularly updating your app’s listing with seasonal campaigns or promotional offers can also keep it fresh and appealing to returning users. Highlighting app updates and new features gives users a reason to check out your app again.
2. Managing multiple storefronts
The challenge:
Unlike first-party app stores with standardized submission and management processes, third-party stores often have diverse, complex requirements. Maintaining consistent branding, messaging, and updates across multiple platforms can be a logistical nightmare.
The solution:
Prominent brands like Samsung, Xiaomi, and Huawei are currently at the forefront of different markets. In fact, Samsung held the top position among smartphone vendors in Europe during the first quarter of 2024, boasting an impressive 37% market share. Consider listing your app or investing in mobile OEM advertising to gain a competitive advantage. These strategies can significantly enhance your visibility and traction in a crowded marketplace.
Make automation your friend. Use distribution tools like App Store Connect alternatives to simplify the process. These tools allow you to manage app updates, analyze performance metrics, and maintain consistency across different platforms—all from a single dashboard. Creating a standardized workflow for your app management team can also help reduce errors and improve efficiency.
Pro tip:
Assign dedicated teams or specialists for different regions and platforms. This ensures that your team can focus on the specific nuances of each store without spreading resources too thin.
Additional insight
Document every process, from submission to analytics tracking. A detailed guide ensures seamless transitions if team members change or if you onboard new employees to manage your app.
3. Monetization and payment integration
The challenge:
Third-party app stores often offer limited or region-specific payment solutions. For instance, credit card usage may be low in certain markets, making traditional in-app purchases less effective. If your app isn’t optimized for local payment methods, this can result in revenue loss.
The solution:
In 2023, mobile applications amassed more than $171 billion in annual revenue, with China and the United States emerging as the top markets for consumer spending on these apps. If you have a proper strategy and plan in place, you can get a slice of it.
Research the most popular payment options in your target regions and ensure your app supports them. Many emerging markets rely on alternative payment methods like mobile wallets, carrier billing, or app-specific credits. Collaborating with local payment gateway providers can make transactions seamless and increase your app’s revenue potential.
Pro tip:
Offering diverse pricing tiers can appeal to a wider audience. For instance, a freemium model allows users to explore your app before committing to premium features. In regions where affordability is key, microtransactions can be an effective way to monetize without alienating users.
Additional insight:
Monitor your app’s revenue performance across different regions and payment methods. This data can help you refine your strategy and invest in the payment solutions that deliver the highest ROI.
4. Compliance with regional policies
The challenge:
For serious infringements, GDPR penalties can reach as high as €20 million or 4% of a company’s global annual revenue. For example, Meta (formerly Facebook) faced a fine of $413 million for breaching GDPR regulations.
Each country and third-party app store has its own rules regarding data privacy, content restrictions, and security requirements. Staying compliant across multiple platforms can be time-consuming and costly. Failing to comply can lead to your app being removed or facing regulatory penalties, which can harm your reputation.
The solution:
Before launching your app on a new platform, thoroughly research its compliance requirements. Pay special attention to data protection laws like GDPR (Europe), CCPA (California), or regional equivalents. Work with legal experts or consultants specializing in mobile app compliance to ensure you meet all the necessary standards.
Pro tip:
Stay proactive by monitoring policy changes in your target regions. Set up alerts or partner with compliance tools that notify you about regulation updates, giving you ample time to adapt.
Additional insight:
Transparency builds trust. Your app should include clear, easy-to-understand privacy policies. Highlight how user data is collected, stored, and used to reassure users and regulators alike.
5. Building trust among users
The challenge:
Many users hesitate to download apps from third-party stores due to security concerns. Negative perceptions about malware, fraudulent apps, and lack of platform credibility can make it difficult to convince users that your app is safe and trustworthy.
The solution:
Vivo achieved a remarkable 19.2% market share in the third quarter of 2024, making it the leading Chinese smartphone brand. This success can be attributed to Vivo’s extensive range of models that cater to various price segments. Collaborating with well-known alternative app stores rather than less popular ones can provide you a competitive advantage over your peers.
Also, build your app’s credibility by securing certifications from trusted authorities, such as SSL encryption and malware-free seals. Display these certifications prominently on your app listing. Encourage satisfied users to leave positive reviews and ratings, as these significantly influence download decisions.
Pro tip:
Run targeted campaigns that showcase your app’s reliability. For example, use user testimonials or case studies highlighting the app’s benefits and safety. Partnering with influencers or running co-branded campaigns with the app store can further enhance trust.
Additional insight:
Regularly engage with your users through updates, bug fixes, and customer support. A responsive team demonstrates your commitment to quality and builds long-term loyalty.
Maximizing success on 3rd party app stores
While these challenges may seem daunting, they present opportunities to refine your app’s strategy and position it for sustainable growth. Third-party stores are gaining prominence, especially in regions where first-party stores have less influence. Understanding and addressing these obstacles can unlock new revenue streams and expand your app’s reach.
Why 3rd party app stores are worth the effort
Here’s why you should embrace 3rd party app stores despite the hurdles:
- Untapped markets: Millions of users in regions like China, India, and Southeast Asia primarily rely on third-party stores. Platforms such as Huawei AppGallery, Xiaomi GetApps, and Samsung Galaxy Store dominate these markets.
- Cost-effective advertising: Many third-party stores offer competitive advertising options that allow you to reach a niche audience without the steep costs associated with first-party platforms.
- Diverse payment methods: By integrating local payment options, you can cater to users in markets where traditional payment methods are less prevalent.
These platforms can become a cornerstone of your app’s growth when approached strategically.
Conclusion
Navigating third-party app stores requires a mix of preparation, adaptability, and innovation. From optimizing visibility to ensuring compliance and building trust, each challenge is an opportunity to refine your app’s strategy.
At AVOW, we specialize in helping app developers succeed on 3rd party app stores or platforms. With expertise in app store optimization, compliance, and ad placements, we provide tailored solutions to help you overcome obstacles and maximize growth.
Ready to scale your app on 3rd party app stores? Contact us today to start your journey.
Seize the opportunity to reach untapped audiences and grow your app like never before!