Mobile-first selling: Why e-commerce brands are going PWA

In the third quarter of 2024, Internet users spent 56.8% of their time online on mobile devices. Overall, up to 98% of people connect to the Internet from smartphones and tablets. These are billions of users expecting comfortable access to their favorite services from anywhere.

What can you do with that? You can take advantage of a Progressive Web App (PWA). Now, you don’t have to invest in a native app because you can deliver the best of it to your users through the browser.

Learn about PWA and get the chance to win mobile users who will no longer want to move back to your competition.

What is PWA?

A PWA is a type of web application that combines the best features of websites and native applications. PWA can be accessed the same way as a regular website, but its functions go way further.

PWAs load quickly, run offline, and look much like mobile apps. Because PWAs use cached data, they can work even when an Internet connection goes down. This lets customers complete their browsing or even shop online because their transactions will be processed once the connection is restored.

Progressive Web Apps can send users push notifications to remind them of an abandoned shopping cart or encourage them to check out new products in the store. PWAs can also use hardware features such as location, camera, or fingerprint scanner. The latter especially increases the security level of transactions compared to regular websites.

How do PWAs work?

PWAs work differently from conventional websites and native applications. Let’s take a look under the hood of this innovative technology.

Single-Page Application (SPA)

The usual pages reload from scratch every time you click a link. SPA works differently. Here, everything happens in the background. When you click, only a part of the page reloads, and the rest remains unchanged. This is what makes PWA run smoothly and resemble an application.

Web App Manifest

The Web App Manifest is a JSON file that is like the app’s ID Card. Web App Manifest contains:

• app name,
• the starting address,
• the app icon.

This lets the browser know how to add the PWA to the phone screen and how to launch it afterwards.

Service-Worker

This is a JavaScript file located between the server and the browser. It enables the PWA:

• works offline,
• sends push notifications,
• loads faster (due to locally stored data).

Service-Worker is essential to make a PWA more than a simple website.

Benefits of PWA in e-commerce

In 2023, the value of shopping done by mobile devices topped $4.34 trillion. It is projected to slightly exceed $7 trillion in 2027. I hope you can see the payoff in providing users with a mobile app-like experience.

But before customers flock to your online store and your revenue surpasses your wildest expectations, explore what (beyond the revenue) you will get by choosing a PWA for your online store.

Advantages for online store owners

Owners of e-commerce sites using PWAs, most often report:

• conversion increase (Alibaba: 104% increase across all browsers),
• increase in time spent on site (Forbes: 43% session increase per user),
• improved UX,
• organic traffic growth,
• lower development and maintenance costs than native apps,
• ability to save on home screen,
• overall increase in performance and engagement (Twitter/X: 20% drop in rejection rate).

Advantages for users

Your customers are more likely to shop through your PWA because they will instantly feel more comfortable compared to buying through a regular website. The main perks they point out are:

• faster loading,
• offline browsing,
• smoother browsing,
• lower data consumption,
• one-click access from the home screen.

PWA functions and features

PWA is transforming the way we interact with the Web. What functionalities are impacting it?

Short loading time

PWA pages load in a split second. This happens because most of the content is prepared on the user’s side (Client-Side Rendering) rather than on the server. This is important because if the page loads too long, people will just leave.

Offline browsing

PWAs buffer what the user has previously browsed. As a result, using the app is possible even without the Internet. For example, a customer can complete an offline purchase, and when the connection is restored, the order is sent to the store.

Push notifications

These are small messages that pop up on the screen – such as a reminder about an abandoned shopping cart. They help brands stay in touch with customers and remind them of promotions, news or order status. With push notifications, Beyond the Rack has increased revenue per transaction by an average of 26%.

App & Play Store readiness

You don’t need to create separate apps for Android and iOS anymore. One PWA version can be placed in both the App Store and Google Play. PWA works on a shared technology that saves time and money.

Lightness

PWAs don’t consume much space on the device and run smoothly even with a poor internet connection. PWAs from Uber load quickly even on 2G connections.

Home-screen save

Instead of seeking a page in the browser, the PWA can be added to the home screen with a single click. This way, it opens like a native app without downloading and taking up device memory.

Platform agnosticism

PWA works well on phones, tablets, and computers with different operating systems. Users have a consistent experience no matter what hardware they use.

No manual updates

PWA doesn’t need to be manually updated. It updates in the background. This ensures the user always uses the latest version.

Connectivity and indexing

PWAs have their URLs like any website, so they are searchable on Google. This helps with SEO and makes the site load faster.

PWA vs standard solutions

Why do PWAs beat native apps and standard websites? One reason is better performance. Imagine visiting a website, but before something is displayed, you wait, wait, wait, and eventually give up.

Studies show that 53% of users close a page if the loading time is longer than 3 seconds. PWAs load instantly because they are lighter than standard apps. They also show the main elements ASAP so the user can start surfing right away.

Progressive Web Apps are more accessible and break down barriers that most regular websites and mobile apps can’t jump over. Users from places with poorer network access or using older devices can quickly pull information from PWAs thanks to their lighter weight and improved caching. They look modern, everything runs smoothly without reloading the page, and the content is available even offline. Most native apps and traditional websites can’t guarantee these options.

PWA and SEO: Facts and myths

While searching for information about PWAs, you may have come across claims that PWAs affect SEO excessively negatively or positively. Well, this is generally not true. That is why we dispel the most popular myths about SEO in relation to Progressive Web Apps.

Myth 1: Google prioritizes PWA sites

False. Google doesn’t look at whether a site is a PWA. For the search engine, the quality of the user experience matters, i.e.:

• speed of operation,
• accessibility on mobile devices,
• readability and the site organization.

The technology of a website’s construction isn’t a factor that determines its position in Google.

Mit 2: PWA can’t be indexed

This is also untrue. PWA pages are indexed by the search engine. However, they are read by Google’s robots a little differently than standard pages. Problems can arise if a PWA site isn’t properly designed.

SEO challenges for Progressive Web Apps

Why is SEO for PWAs sometimes more difficult? It’s all about the way the software analyzes a page’s content. Google does this in two basic ways:

1. server-side rendering (SSR),
2. client-side rendering (CSR).

If the site uses SSR, the server prepares all the content. Then, the server sends the finished HTML document, and the browser displays it. This makes the page appear quickly, and search engines understand it without problems. But it also has a downside because every time you change a subpage, you must reload everything from scratch.

Most PWAs run on a CSR model. This means that the server doesn’t send ready-made content, but the backbone of the page and a set of instructions that tell the browser how to build that content. This method makes the page run faster after the first load, but it is harder for search engines, which must parse this code first. Fortunately, Google’s indexing robot can already handle this, although it’s not always perfect.

You can also combine SSR and CSR in dynamic rendering. This way, users see a page built with JavaScript (CSR), and search engine robots see a version rendered from the server (SSR). As a result, the search engine finds it easier, and the user still enjoys a fast, modern application. Google accepts this solution as long as both page versions have the same content.

Evergreen SEO practices for PWA

• Use unique URLs – each subpage should have its own unique address.
• Use canonical tags – these show the search engine which version of the page is the main one, preventing duplicate content.
• Include metadata and markup – Schema.org and Open Graph will help Google understand your content and improve your site’s appearance in search results and social media.
• Keep content accessible to robots – elements that are hidden to the user, such as tabs or scrolling sections, should be linked using regular HTML links.
• Avoid cloaking – if you don’t use dynamic rendering, you can’t show different content to the search engine and to the user.
• Perform mobile testing – check regularly if the site works well on mobile devices, for instance, using Google Mobile-Friendly Test.
• Optimize speed – monitor your site’s performance using Google PageSpeed Insights.

When is the best time to implement PWA?

Every day, you lose the chance to catch up with the competition and retain users. A PWA is a combination of a website, an app, and an online store that runs lightning fast, looks great, and requires no downloads. Google has been treating mobile versions as the basis for indexing since 2019. And as of July 2024, sites that don’t work well on smartphones could completely fall out of search results.

Implementing a PWA is now easier than ever. If you’re thinking about growth, online sales, and technological advantage, don’t wait. PWA is not a fad. It’s the standard of tomorrow worth investing in today.

Let’s address popular misconceptions

Is the PWA hard to implement?

No. Progressive Web App implementation is neither complicated nor time-consuming. Thanks to ready-to-use tools and libraries, configuration is fast and transparent.

Do I need a large team of developers to implement PWA?

No. Even one experienced frontend developer can launch a functional version of a PWA store. It is possible, especially if he uses off-the-shelf solutions or relies on frameworks as Vue Storefront or React + Symfony.

Is it taking a long time to implement a PWA?

No. It takes longer to build a classic mobile application or create an extensive service from scratch. A basic version can take up to few days to implement, and the enhancement can be done without outages or migrations.

Is PWA a mobile app?

A PWA may look and act like a mobile app, but it is technically still a website. It opens in a browser, installs on the device’s home screen, and works offline. It also has many features known from native apps, such as push notifications, smooth animations, and access to device data.

Have further questions and want to ask PWA professionals? Talk to us.

PWA 7 best practices

How to design a Progressive Web App to grow your business from the first days? Check out expert advice.

Don’t complicate

PWA features are supposed to make life easier, not harder. If something doesn’t bring real value, remove it. For example, bet on light and clear graphics instead of a complicated loading animation.

Less is more

The essential information should be provided upfront. If you run an online store, show the product, the price, and the “Buy Now” button. Remove extra banners, pop-ups, or other distracting elements.

Reduce friction

Simplify processes. Your PWA should offer auto-complete forms, one-click payments or login with a Google or Facebook account. This will encourage users to register and buy something from you.

Show page loading progress

Give your audience control instead of leaving them in passive waiting. Use skeleton screens and transition animations to show the user the page loading progress.

Simplify the fonts

Avoid decorative fonts that slow down the page display. Use the default system fonts, which are fast, easy to read and familiar.

Think offline

The PWA is supposed to work even if the user loses internet access. Ensure that core functions like product listings and newsletter sign-ups work offline.

Follow SEO rules

A PWA is still a website, so it needs to be visible to Google. Make sure each subpage has a unique URL, correct titles, and meta tags. Also check that the PWA works well on mobile devices.

Conclusion

PWA is a solution that combines everything e-commerce needs today: performance, speed, accessibility on any device, and offline operations. Now, you don’t need to create separate apps for Android, iOS, and desktop to please all your customers.With one technology, you provide a consistent, modern shopping experience that works even with poor internet.