Quick Overview
- 1#1: AppSumo - Marketplace specializing in lifetime deals for SaaS software, providing massive exposure to deal-hungry buyers.
- 2#2: Gumroad - Simple platform for creators to sell digital products like software downloads directly to customers worldwide.
- 3#3: Paddle - Merchant of record service handling payments, taxes, subscriptions, and compliance for SaaS and software sales.
- 4#4: Lemon Squeezy - All-in-one platform for selling software with automated global payments, VAT/MOSS handling, and dunning.
- 5#5: FastSpring - Global e-commerce solution for software companies managing sales, subscriptions, and localized checkout experiences.
- 6#6: Shopify - Robust e-commerce platform supporting digital software sales through apps and customizable storefronts.
- 7#7: Sellfy - Easy storefront builder for selling digital products including software with built-in marketing tools.
- 8#8: CodeCanyon - Envato marketplace for buying and selling scripts, plugins, code templates, and software components.
- 9#9: itch.io - Indie marketplace for distributing and selling games, tools, assets, and desktop software applications.
- 10#10: Payhip - Platform for selling digital downloads like software, ebooks, and courses with EU VAT handling.
We ranked these tools based on a rigorous evaluation of features, user experience, seller support, and value, ensuring they deliver reliable, effective, and adaptable solutions for selling software in today's market.
Comparison Table
Deciding where to sell software requires weighing key features, and this comparison table streamlines the process by examining AppSumo, Gumroad, Paddle, Lemon Squeezy, FastSpring, and more. Readers will discover how each tool’s pricing, usability, and supported functionalities align with their business goals, making it easier to select the optimal platform.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | AppSumo Marketplace specializing in lifetime deals for SaaS software, providing massive exposure to deal-hungry buyers. | specialized | 9.4/10 | 9.2/10 | 7.8/10 | 9.6/10 |
| 2 | Gumroad Simple platform for creators to sell digital products like software downloads directly to customers worldwide. | other | 8.7/10 | 8.2/10 | 9.5/10 | 8.5/10 |
| 3 | Paddle Merchant of record service handling payments, taxes, subscriptions, and compliance for SaaS and software sales. | enterprise | 8.7/10 | 9.2/10 | 8.1/10 | 8.3/10 |
| 4 | Lemon Squeezy All-in-one platform for selling software with automated global payments, VAT/MOSS handling, and dunning. | specialized | 8.4/10 | 9.2/10 | 8.7/10 | 7.9/10 |
| 5 | FastSpring Global e-commerce solution for software companies managing sales, subscriptions, and localized checkout experiences. | enterprise | 8.2/10 | 9.0/10 | 7.5/10 | 8.0/10 |
| 6 |  Shopify Robust e-commerce platform supporting digital software sales through apps and customizable storefronts. | enterprise | 8.5/10 | 9.2/10 | 9.0/10 | 7.8/10 |
| 7 | Sellfy Easy storefront builder for selling digital products including software with built-in marketing tools. | other | 7.8/10 | 7.5/10 | 9.2/10 | 8.1/10 |
| 8 | CodeCanyon Envato marketplace for buying and selling scripts, plugins, code templates, and software components. | specialized | 8.1/10 | 8.4/10 | 7.2/10 | 8.0/10 |
| 9 | itch.io Indie marketplace for distributing and selling games, tools, assets, and desktop software applications. | other | 7.8/10 | 8.2/10 | 9.4/10 | 9.1/10 |
| 10 | Payhip Platform for selling digital downloads like software, ebooks, and courses with EU VAT handling. | other | 7.8/10 | 7.5/10 | 9.2/10 | 8.5/10 |
Marketplace specializing in lifetime deals for SaaS software, providing massive exposure to deal-hungry buyers.
Simple platform for creators to sell digital products like software downloads directly to customers worldwide.
Merchant of record service handling payments, taxes, subscriptions, and compliance for SaaS and software sales.
All-in-one platform for selling software with automated global payments, VAT/MOSS handling, and dunning.
Global e-commerce solution for software companies managing sales, subscriptions, and localized checkout experiences.
Robust e-commerce platform supporting digital software sales through apps and customizable storefronts.
Easy storefront builder for selling digital products including software with built-in marketing tools.
Envato marketplace for buying and selling scripts, plugins, code templates, and software components.
Indie marketplace for distributing and selling games, tools, assets, and desktop software applications.
Platform for selling digital downloads like software, ebooks, and courses with EU VAT handling.
AppSumo
specializedMarketplace specializing in lifetime deals for SaaS software, providing massive exposure to deal-hungry buyers.
Explosive launch promotions via email blasts to 1M+ subscribers, often generating $100K+ in sales within days.
AppSumo is a premier marketplace specializing in lifetime deals (LTDs) for SaaS tools, enabling software creators to sell directly to a massive audience of over 1 million tech enthusiasts and small business owners. Sellers apply to feature their products, and upon approval, benefit from heavy promotional pushes including email blasts, homepage features, and social media hype that often result in explosive sales volumes. It's a go-to platform for indie developers seeking rapid revenue and market validation without building their own sales funnel.
Pros
- Enormous built-in audience of 1M+ buyers drives thousands of sales per launch
- Handles payments, basic support ticketing, and marketing promotion
- Quick revenue generation and product validation for bootstrapped makers
Cons
- Rigorous application process with low acceptance rates
- Lifetime deals forfeit recurring revenue potential
- High revenue share (30-70% depending on sales tiers)
Best For
Indie SaaS developers and bootstrapped founders looking for massive upfront revenue and exposure through discounted lifetime deals.
Pricing
No upfront fees; revenue share starts at 70% to seller for first $50K per deal tier, dropping to 40% thereafter.
Gumroad
otherSimple platform for creators to sell digital products like software downloads directly to customers worldwide.
One-click digital product delivery with built-in paywalls and audience email capture
Gumroad is a creator-focused platform that enables simple, direct sales of digital products like software downloads, ebooks, and courses to audiences worldwide. It handles payments, secure file delivery, and basic customer management without requiring technical setup or hosting. Users can create customizable product pages, offer subscriptions or pay-what-you-want pricing, and build email lists for repeat sales.
Pros
- Incredibly simple setup with instant storefronts
- Automatic secure delivery of software files up to 16GB
- No monthly fees; audience-owned email lists for marketing
Cons
- High 10% transaction fee plus payment processing
- Limited advanced analytics and customization options
- Basic subscription tools lacking SaaS-specific features
Best For
Indie developers and solo creators selling one-off software downloads or simple memberships directly to their audience.
Pricing
10% flat fee per sale + payment processor fees (e.g., 2.9% + $0.30 via Stripe); no upfront or monthly costs.
Paddle
enterpriseMerchant of record service handling payments, taxes, subscriptions, and compliance for SaaS and software sales.
Merchant of Record model that fully offloads payment liability, taxes, and disputes from sellers
Paddle is a billing and payment platform tailored for SaaS and software companies, serving as a Merchant of Record (MoR) to handle subscriptions, one-time payments, and global tax compliance. It automates VAT, sales tax, currency conversion, and fraud prevention, allowing developers to sell software worldwide without managing payment complexities. The platform offers easy-to-integrate checkout overlays, APIs, and webhooks for seamless setup.
Pros
- Automatic global tax compliance (VAT/MOSS/sales tax) across 200+ countries
- Robust subscription management with dunning and churn reduction tools
- Merchant of Record handles chargebacks, fraud, and PCI compliance
Cons
- Higher fees at 5% + $0.50 per transaction
- Less flexible customization for checkouts compared to Stripe
- Some reports of slower support response times
Best For
International SaaS and software developers seeking hassle-free global sales without tax or compliance headaches.
Pricing
5% + $0.50 per successful transaction; 10% + $0.15 for SaaS subscriptions; no setup or monthly fees.
Lemon Squeezy
specializedAll-in-one platform for selling software with automated global payments, VAT/MOSS handling, and dunning.
Merchant of Record status that automatically handles worldwide taxes, VAT, and compliance
Lemon Squeezy is a merchant-of-record platform tailored for selling digital products like software, SaaS subscriptions, and licenses directly to customers worldwide. It offers customizable checkout pages, one-time and recurring payments, and automatic handling of global sales taxes, VAT, and compliance without requiring sellers to register businesses internationally. The platform includes a product discovery marketplace to drive organic traffic and seamless integrations with tools like Stripe and Zapier for streamlined operations.
Pros
- Automatic global tax compliance as merchant of record
- No monthly fees with pay-as-you-go model
- Built-in marketplace for product discovery and traffic
Cons
- Transaction fees (5% + processor fees) add up for high-volume sales
- Limited advanced marketing and analytics tools
- Less established marketplace traffic compared to top competitors
Best For
Indie developers and small SaaS teams selling software globally who prioritize tax compliance and quick setup over low fees.
Pricing
5% platform fee + standard payment processor fees (e.g., Stripe); free to start with no monthly costs.
FastSpring
enterpriseGlobal e-commerce solution for software companies managing sales, subscriptions, and localized checkout experiences.
Merchant of Record model that assumes full tax liability and regulatory compliance worldwide
FastSpring is a comprehensive e-commerce platform specializing in software and SaaS sales, acting as the merchant of record to handle global payments, taxes, VAT compliance, and subscriptions. It enables developers and companies to sell digital products in over 200 countries with localized checkout experiences and multiple payment methods. The platform integrates with tools like Zapier, Stripe, and CRMs, streamlining sales without requiring sellers to manage legal or financial complexities.
Pros
- Full merchant of record service handles global taxes and compliance
- Advanced subscription management with dunning and churn reduction tools
- Seamless integrations with sales and marketing platforms
Cons
- Higher transaction fees for low-volume sellers
- Steep learning curve for custom configurations
- Limited built-in marketing tools compared to competitors
Best For
Mid-sized software and SaaS companies seeking hassle-free international expansion and compliance.
Pricing
Custom plans with transaction fees from 5.9% + $0.95 per transaction, scaling down with volume; no setup fees.
Shopify
enterpriseRobust e-commerce platform supporting digital software sales through apps and customizable storefronts.
Expansive App Store with 8,000+ integrations for software-specific tools like licensing (e.g., LicenseSpring) and subscription billing (e.g., Recharge)
Shopify is a comprehensive e-commerce platform that allows users to build fully customizable online stores for selling physical goods, digital products, and software solutions like downloads or SaaS subscriptions. It provides robust tools for payments, inventory management, marketing automation, and analytics, with strong support for digital delivery via apps and built-in features. While versatile, it's particularly powerful for scaling businesses needing a branded presence beyond simple marketplaces.
Pros
- Vast app ecosystem for software licensing, subscriptions, and digital delivery integrations
- Highly scalable with enterprise-grade tools for high-volume sales
- Excellent SEO, marketing, and analytics for driving software sales
Cons
- Monthly fees add up quickly for low-volume sellers
- Transaction fees (0.5-2%) apply if not using Shopify Payments
- Less specialized for software-specific needs like global tax compliance compared to niche platforms
Best For
Growing software businesses seeking a customizable, branded storefront to sell alongside other products rather than relying on marketplaces.
Pricing
Starts at $29/month (Basic), $105/month (Shopify), $399/month (Advanced); 0.5-2% transaction fees without Shopify Payments; 14-day free trial.
Sellfy
otherEasy storefront builder for selling digital products including software with built-in marketing tools.
Built-in license key generator for easy software protection and activation
Sellfy is an e-commerce platform tailored for creators to sell digital products like software, ebooks, music, and videos through customizable online stores. It provides instant secure downloads, license key generation for software, payment processing via Stripe/PayPal, and built-in marketing tools such as email automation and upsells. With no transaction fees and EU VAT handling, it's a straightforward solution for monetizing digital goods without needing advanced coding.
Pros
- Quick store setup with no coding required
- Automatic license keys and secure file delivery for software
- No transaction fees beyond payment processor costs
Cons
- Limited advanced customization and themes
- File size cap at 5GB per product
- Basic analytics in lower-tier plans
Best For
Solo developers and small teams selling digital software who prioritize simplicity over enterprise-level features.
Pricing
Starter ($22/mo annual), Business ($59/mo), Premium ($119/mo); 14-day free trial, no transaction fees.
CodeCanyon
specializedEnvato marketplace for buying and selling scripts, plugins, code templates, and software components.
Exclusive access to Envato's 10M+ buyer network with built-in search optimization and promotional tools
CodeCanyon, part of the Envato Market, is a specialized marketplace where developers sell digital code assets like PHP scripts, WordPress plugins, JavaScript snippets, HTML templates, and mobile app code. Sellers submit items for rigorous quality review before listing, reaching millions of global buyers seeking ready-to-use software components. It provides tools for sales tracking, buyer ratings, and licensing management, focusing on web and app development tools rather than full standalone software.
Pros
- Massive global audience of active buyers
- No upfront listing fees
- Robust sales analytics and author dashboard
Cons
- Stringent item approval process with frequent rejections
- Intense competition from thousands of similar products
- High commission rates (12.5%-55% depending on tier)
Best For
Freelance developers and small teams selling niche web scripts, plugins, or code templates to a ready-made audience.
Pricing
Free to join and list approved items; revenue share model where authors keep 45%-87.5% of sales based on exclusivity status and monthly volume tiers.
itch.io
otherIndie marketplace for distributing and selling games, tools, assets, and desktop software applications.
Customizable revenue split allowing creators to set itch.io's cut to 0% for full control over earnings
itch.io is an indie-focused digital marketplace where creators can upload and sell software, games, tools, assets, comics, and other digital content directly to users. It supports flexible pricing models like pay-what-you-want, fixed prices, or free downloads, with DRM-free distribution and customizable revenue splits starting at 0%. Primarily popular for indie games, it also accommodates niche software sales through simple uploads and community discovery.
Pros
- Extremely easy setup with no upfront fees or approval process
- Flexible pricing including pay-what-you-want and customizable revenue splits (as low as 0%)
- Strong community for indie creators and niche software discoverability
Cons
- Smaller audience compared to mainstream stores like Steam or app stores
- Primarily game-centric, limiting visibility for non-gaming software
- Basic marketing tools with reliance on community sharing for promotion
Best For
Indie developers and creators selling niche software, tools, or game-related assets to a dedicated indie community.
Pricing
Free to list and sell; itch.io takes a default 10% cut of sales (creator-customizable from 0-100%), plus standard payment processor fees.
Payhip
otherPlatform for selling digital downloads like software, ebooks, and courses with EU VAT handling.
Automatic license key generation and management tailored for protecting and delivering software products
Payhip is a user-friendly e-commerce platform tailored for creators to sell digital products like software downloads, ebooks, courses, and print-on-demand items through a customizable storefront. It offers instant secure file delivery, automatic EU VAT handling, license key generation for software, and marketing tools such as affiliates, coupons, and upsells. With no upfront costs on its free plan, it's designed to simplify sales for independent sellers without technical expertise.
Pros
- Extremely simple setup with drag-and-drop storefront customization
- Low transaction fees (5% on free plan, down to 0% on Pro) and no monthly minimums
- Built-in license key generator and secure delivery for software up to 5GB
Cons
- Lacks native SaaS/recurring billing for subscription-based software
- Limited advanced integrations and analytics compared to enterprise platforms
- 5% fee on free plan reduces margins for high-volume sellers
Best For
Independent developers and small creators selling one-time downloadable software who prioritize ease and low startup costs over advanced features.
Pricing
Free plan (5% transaction fee); Plus $29/month (2% fee); Pro $99/month (0% platform fee, plus payment processor fees).
Conclusion
Selling software efficiently hinges on the right platform, and the top 3 tools deliver distinct strengths—with AppSumo leading as the best choice, leveraging its focus on lifetime deals and massive exposure to deal-hungry buyers. Gumroad shines for its simplicity, connecting creators directly to customers worldwide, while Paddle excels with robust merchant services that handle payments, taxes, and compliance seamlessly. All three offer unique value, but AppSumo stands out as the top pick for maximizing reach and deal potential.
Begin your software selling journey with AppSumo to tap into its powerful marketplace, and keep Gumroad or Paddle in mind if your needs lean toward simplicity or comprehensive support.
Tools Reviewed
All tools were independently evaluated for this comparison