shopify recommended embedded app vs standard app which one and why ?
The correct answer here is it depends on what the app does.
Embedded apps allows the merchants to use your app without leaving their shopify dashboard. This is great for usability and also for merchants because they don’t have to manage multiple tabs/windows while using your app. I also believe it adds a level of trust for your app too.
Standard apps have their place too in the ecosystem and I think they can be useful mostly for custom apps, in situations where you want to manage the payments yourself or your app simply doesn’t make sense to be embedded in shopify dashboard for one reason or the other.
The rule of thumb here is embedded first unless it absolutely make no sense to be embedded.