PhonePe's 'Made in India' app store challenges Google with zero fees

Saturday marked the exciting debut of PhonePe's Indus AppStore Developer Platform with its zero-fee, commission-free approach.

This "made-in-India" app store is not just making promises but also delivering, and it is aiming to close in on Google's dominance. The platform's launch follows PhonePe's strategic acquisition of IndusOS in 2021, which came after an intense legal battle.

• No more registration fees: In the first year, developers are invited to upload their apps at no cost.

• Zero Commission: PhonePe is setting a new precedent by not taking any percentage from your in-app purchase revenue, unlike Google which charges between 15% to 30%.

• Timely support: An India-based team will resolve developers' issues, eliminating the long wait times often experienced with Google's US-based support.

• Local relevance: The app store caters to local requirements, including third-party payment support and availability in 12 Indian languages.

• Freedom of choice: As Akash Dongre, co-founder and chief product officer of Indus Appstore puts it, "App developers in India have always been forced to work with only one app store." That's no longer the case.

• Expansion: Valued at $12B, PhonePe has also expanded into e-commerce and launched Share.Market, an app for trading stocks, mutual funds, and ETFs.

While PhonePe is not the first to challenge the Google Play Store's high fees, it is hopeful about its potential to provide a successful, localized alternative.

With Google currently dealing with regulatory challenges and antitrust penalties, PhonePe's app store aims to become a safe harbor for both developers and users.