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Why Your Players Hate Your Web Store (and How to Fix It)

I’ve spoken to countless mobile game publishers, and one thing keeps coming up: web stores aren’t delivering as expected. You build the store, but players don’t come, or worse—they come once and never return. Sound familiar?

The good news is that this isn’t an unsolvable problem. From my time at Appcharge and conversations with publishers around the world, I’ve identified four common reasons why players avoid web stores. Fix these, and you’re well on your way to turning your store into a thriving revenue engine. Let’s dive in.

1. The Login Problem

Let’s start with the basics: players can’t conveniently access the store.

I’ve seen it happen again and again. Players are hit with confusing login processes that feel like a chore. They ask themselves, “Why bother?” By the time they’ve fumbled through account setups, password resets, or unresponsive interfaces, they’ve already lost interest.

The fix? Make it simple.

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  • Use auto-login whenever possible. If they’re logged into your game, they should be logged into your store.
  • Remove unnecessary steps. Don’t make them create a new account unless absolutely necessary.

When you reduce friction at login, you’ll see the difference. When the Appcharge team added One Time Password as a login method, we saw revenue jump by 10% or more for some games.

2. The Personalization Problem

Players want to feel valued. But too often, web stores feel generic. Offers aren’t tailored to their preferences, and prices might not even appear in their local currency. When players see this, they think, “This store isn’t for me.”

The fix? Personalize everything.

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  • Segment your players. What works for a new player might not excite a VIP.
  • Show offers in their currency, and if possible, highlight local payment methods.
  • Add value. Exclusive deals and personalized recommendations go a long way.

From my experience, personalization is one of the biggest revenue drivers. A well-segmented store can increase sales by 25% – yes, really. 

3. The DTC Metagame Problem

Here’s a harsh truth: most web stores are boring.

Players come to your store, and it feels like a completely different world from your game. No connection. No excitement. They ask themselves, “Why would I shop here when I can just buy directly in-game?”

The fix? Gamify the store experience.

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  • Make your store an extension of your game. Use visuals, sounds, and themes that players already love.
  • Add goals and challenges. For example, “Spend $20 to unlock an exclusive item.”
  • Reward loyalty with badges, points, or discounts for repeat purchases.

When you make shopping fun, players come back. Daily bonuses, accumulation bars, post-purchase offers – these kinds of features are key to web store success. 

4. The Checkout Problem

Imagine this: a player finds something they want to buy. They add it to their cart. But then… they’re unsure if it’s safe to proceed.

“Why isn’t my local payment method here?” “Do I really need to enter my credit card info again?” “Is this even an official store?”

Trust issues at checkout are a conversion killer.

The fix? Build trust.

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  • Use your branding at checkout. Display your game’s logo, colors, and background visuals.
  • Offer trusted, local payment methods. Can your Polish players pay with Blik? How about your Brazilian players with Pix?
  • Make it clear this is your store. Add official seals or security badges where needed.

A branded, trustworthy checkout process isn’t just about avoiding lost sales—it’s about building loyalty.

The Path Forward

If you’re reading this and thinking, “Our store has these issues,” don’t worry. You’re not alone. We’ve worked with publishers who faced the same challenges, and with a few targeted changes, they saw dramatic improvements.

Here’s what I’ve learned:

  1. A frictionless login process boosts first-time access.
  2. Personalization makes players feel valued and drives repeat purchases.
  3. Gamification transforms your store from a chore into a destination.
  4. Trustworthy checkouts close the sale and build loyalty.

Fix these four areas, and your players won’t just visit your store—they’ll love it.

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