FIPLAB · Distribution strategy
FIPLAB Store
A direct distribution channel built around trials, bundles, upgrade pricing and faster product decisions.
Visit projectProblem
One platform controlled trials, pricing, release timing and the customer relationship.Solution
A direct channel joining discovery, trials, checkout, licensing, upgrades and portfolio offers.Impact
100K+ users served and total sales increased 20%, with lower platform dependence and better upgrade economics.
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1- Subtotal
- £6.33
- VAT
- £1.26
- Total
- £7.59
The problem
The Mac App Store offered reach and simple distribution, but relying on it alone constrained the products and the commercial model. Trials, bundles, personalised upgrade pricing and faster releases were either limited or unavailable.
Some useful Mac apps also needed capabilities outside Apple’s sandbox.
The solution
Through FIPLAB’s partnership with Paddle, I built a direct store alongside the App Store. Customers gained trials and channel choice; FIPLAB gained control over pricing, releases and the customer relationship.
One catalogue, more ways to buy
Each app can enable App Store, direct purchase, trial or demo routes independently. Product pages read one catalogue, while checkout handles local pricing, coupons and a return to the relevant product.
The evidence
Direct distribution made personalised upgrades, bundles and discount codes practical. Pricing became a product decision instead of a fixed field in someone else’s system.
A sale still needed trials, licences and support
The web channel connects trials, checkout, licence recovery and support. Direct apps use their own licensing and updates, while App Store editions retain Apple’s flow. One product can change channel without forcing the same model across the portfolio.
Faster product operations
Direct releases removed the approval queue and allowed products using private APIs to ship where their core value was permitted.
The impact
The store served more than 100,000 users and increased total sales by 20%. It reduced commissions, improved upgrade economics and reduced dependence on one platform.
The result