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What is a PWA?
The PWA, or Progressive Web App, is a modern solution for combining the features of websites and mobile applications. Although PWA runs in browsers, it offers users features similar to those offered by native applications.
Unlike traditional mobile apps, PWA does not require installation from shops such as Google Play or the App Store. It enables a number of features, such as offline operation, push notifications and the ability to add an icon to the device's home screen. These features make PWA convenient and accessible, making it an increasingly popular option for businesses and users.
Key features of the PWA:
- Platform independence: Works on any platform with access to a web browser.
- Installation on the home screen: The user opens the website in the browser and then has the option to add a shortcut to it on the home screen of their phone, tablet or computer. This gives him or her easy and quick access to the site.
- Offline operation: PWAs allow access to some functions or content even when the user does not have access to the internet.
- Speed and responsiveness: By using Service Workers, the PWA loads faster and offers smoother performance.
- Security: PWA applications run in a secure HTTPS environment, ensuring that user data is protected.
What are the benefits of PWA in e-commerce?
- Improved performance and page loading speed
In e-commerce Page load time is crucial for conversions. The longer it takes to load, the greater the chance that the user will abandon the purchase. The PWA allows pages to load quickly even with a poor internet connection. Reducing waiting times significantly reduces rejection rates.
- Offline availability
One of the greatest advantages of the PWA is ability to operate offline or with an unstable internet connection. In this way, users can browse the shop's offer, add products to the basket and plan their purchases, even if they temporarily lose their connection. This is particularly important when, for example, they are travelling, in places with limited network coverage or unexpected interruptions in internet access. It is thanks to Service Worker technology, which allows data to be stored in the browser's cache.
- Lower development and maintenance costs
Traditional mobile apps require separate versions for iOS and Android, which increases development and maintenance costs. The PWA runs on different platforms from a single code, which significantly reduces the costs associated with their development and updates.
- Increases user involvement
PWAs can send push notifications that increase user engagement and prompt repeat visits to the shop. Notification of promotions, new products or abandoned baskets help build customer relationships and increase sales.
- Improved user experience on mobile devices
Mobile users often encounter problems with slow-loading pages or unintuitive interfaces. The PWA offers smoother operation and adapted to mobile devices, which is key in e-commerce. Better UX means higher customer satisfaction and higher conversion rates.
- Increased visibility in search engines
PWAs, unlike native mobile apps, are indexed by search engines, meaning that content from them can be found by Google and other search engines. Thanks to this online shops using PWAs can count on better visibility in search resultswhich translates into more organic traffic.
- No need for installation
Installing native apps is an obstacle for users who are reluctant to download new apps to their devices. However, The PWA can be installed directly from the browser, bypassing app shops such as Google Play or the App Store. The simplified process increases the likelihood that users will use it more often.
- Easier updates
With PWA, updates are automatic and almost imperceptible to the user. Thanks to this the user always uses the latest version of the application. There is no need to update manually, eliminating the need to take additional actions. This in turn improves the overall user experience.
Examples of PWA implementation in e-commerce
Many well-known brands have already implemented PWA and recorded a significant improvement in terms of user engagement, speed of service and increased conversions.
Examples include companies such as:
- AliExpress - The transition to PWA on this Chinese e-commerce platform has yielded excellent results, including 104% increase in new user conversions.
- DW Shop - Polish brand DW Shop has had impressive results with PWA, achieving over 90% of mobile traffic, mainly from Instagram. This significantly has helped to increase conversion users.
- Staples - Staples has implemented a user interface that allows, among other things, barcode scanning and offline ordering. With PWA the company has improved the performance of the website and the consistency of brand communication.
- OLX - Introduction of the PWA significantly improved the sales performance of the OLX platform by increasing loading speed and responsiveness. In India, mobile traffic was as high as 90%, which prompted the founders to make this change. The result is 23% faster loading and 146% higher ad click-through rates.
Summary
Progressive Web App (PWA) is a modern approach to building online applications that combines the advantages of websites and mobile applications. In e-commerce PWAs can bring many benefits, such as improved performance, increased user engagement, lower maintenance costs and improved conversions. It is therefore worth consideringwhether this solution will be suitable for our project.
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