The hype around progressive web apps (PWA) in ecommerce keeps growing. Creating a PWA is regarded as one of the most high-yielding investments helping to accelerate websites to the top speeds.
Major ecommerce businesses ride their way to the immense growth in performance and marketing figures on PWA, and we can see their PWA examples testify to the technology’s success.
Progressive web apps were presented to the public in 2015. This technology provides the engaging user experience of a native app, but at a lower development cost. Ecommerce businesses were among the first to catch up with this innovative trend and invest in PWA development. They modernize websites, adapt apps to users' new expectations, and rapidly increase sales through new opportunities.
Below, you will learn the main pros and cons of PWA and see who has already progressed by adopting and using this technology.
Essentials of What a Progressive Web App Is
Core Benefits of PWA
PWA is a game-changing solution for both companies and customers as it combines the web and mobile components and features.
The key perks of the PWA technology include:
- Steady performance
No matter the network state, PWA loads instantly. Progressive web apps do not depend on the connection heavily, some provide access even offline and ensure reliable user experience.
- SEO best practices
PWAs are accessible through URLs and can be easily found through search engines like Google or Safari. PWA-based apps can also be optimized to rank higher in results and consistently drive organic visitors.
Applying PWA technology is a way to save time and money. A PWA works practically on any platform. No need to develop two different solutions for iOS and Android and, as a result, no issues with adaptability.
- Audience engagement
The smooth user experience, clear navigation patterns, push-notifications, cross-browser compatibility, and responsive pages across all devices increase user retention, making PWA a strong marketing strategy.
Drawbacks of PWA
With all its benefits, PWA seems to be perfect. However, the technology has certain limitations. Companies and technical experts most often mention the following 4 PWA flaws:
- Limited access to device features
PWA can’t use NFC, bluetooth, proximity sensor, fingerprints, phone camera controls, and a number of other native device features. Support for the latest hardware functionalities can be restricted too.
- No download store presence
A PWA cannot be submitted to the App Store and Google Play. For businesses it means lower chances of discoverability, as a large number of mobile users may never come across the app, giving preference to native iOS and Android options.
- Android-based browser support
Well, you can build a PWA that also runs in Safari. However, on an Android device with Chrome or Opera, your PWA will load faster and will have access to more native device features.
- Monetization challenges
Creation of a revenue model and finding an opportunity for advertising with PWA remain a challenge. Progressive web apps offer fewer subscription options than native mobile apps.
How PWA Drives eCommerce Business Growth
The PWA technology has gained wide adoption in ecommerce. To illustrate, the leading ecommerce platform Magento offers Magento PWA Studios, which is a bundle of tools that helps create reliable, fast, and engaging mobile experience and bounce conversion rates, page views, and average session length.
Stats-Based PWA Success Stories
A PWA community-driven list of PWA stats, providing data, precise figures, and statistics on the use of the PWA tech in different business fields, shows how apps that switched from native and cross-platform to PWA consistently improve performance.
Below are 7 projects that have made it to the tops by shifting to PWA. Get inspired.
This beauty giant was among the first ecommerce companies to change their strategy and rebuild the website as PWA. As a result, the company saw a 17% conversion boost and a 51% increase in mobile sessions. The time until the page is interactive fell by 84%.
After the launch of the PWA solution, the Rooted Objects fashion brand has received a +162% conversion rate lift. The web page loads 25% faster. The company’s revenue has increased by 44%.
A UK clothing brand and a part of ASDA Walmart, George has upgraded its mobile experience by building a progressive web app. This decision has brought a 31% increase in mobile conversions and added 20% more to page views per visit.
The leading online source of dropshipping products AliExpress has transformed its website into a PWA, leading to 104% of new users who now visit twice as many pages per session. The time spent per session has increased by 74% on all browsers.
A British fashion and beauty retailer Debenhams has gained a 40% increase in mobile revenue and a 20% increase in conversions after switching to a PWA from maintaining a native app.
The launch of Starbucks PWA resulted in 2X daily active users. Orders placed from desktops have become equal to orders placed from mobile browsers. Besides, the PWA is 99.84% smaller than the 148MB size of the Starbucks’ iOS app.
Forbes website, redesigned into a PWA, has brought a 2X increase in average user session length. Now the starting page loads in only 0.8 seconds compared to 3 to 12 seconds before.
PWA is called the future of ecommerce, despite the challenges the technology faces. Through PWA, businesses have an opportunity to provide the convenience and app-like experience of using a native iOS/Android app to a much larger audience of mobile users.
In case ‘to be, or not to be progressive’ for you is still a question, the PWA developers at NEKLO can help you to find the right answer and get you a solution to your proper needs.