What is a PWA application?

In the era of the mobile Internet and high user expectations from online services, Progressive Web Apps (PWAs) are gaining popularity. PWAs combine the best qualities of websites and native mobile applications, offering a fast, reliable, and engaging user experience.

According to Google, on average, PWAs drive 50% more conversions than traditional apps or mobile versions of websites. At the same time, PWAs are 3-4 times lighter in size than native apps and can save users up to 80% of mobile traffic due to built-in caching.

It is not surprising that by 2024, according to experts, the share of PWAs among all mobile applications may reach 30%, and the market volume will exceed $10 billion. Already, many e-commerce, media, and online service leaders such as AliExpress, Forbes, Twitter, and Tinder are successfully using PWAs to reach their mobile audience.

In this article, we will analyze in detail the phenomenon of PWA, its technological foundations, business benefits, and examples of implementation. Our goal is to give a complete picture of the potential of progressive web applications to improve user experience and business metrics in various industries.

What are PWA apps?

Progressive Web Apps (PWAs) are web applications that take advantage of modern browser and web platform capabilities to deliver a reliable, fast, and engaging experience on any device. PWAs are based on key principles:

• Progressivity - work for any user regardless of browser.
• Adaptability - adapts to the screen size and form factor of the device.
• Connection independence - work autonomously or with an unstable Internet connection.
• Up-to-date - always contain the latest version due to the update process.
• Security - served over HTTPS to prevent data interception.
• Discoverability - Identified as "apps" thanks to a manifest and a service provider.
• Engagement capability - make it easy to save the icon to the home screen without stores.
• Re-engagement ability - facilitate repeat engagement through push notification features.

In other words, PWAs bring many of the benefits of native apps to the web in order to improve the user experience:

• Fast loading even on slow connections due to pre-caching of resources.
• Responsive interface with smooth animations and fast navigation similar to native apps.
• Work in full-screen mode without a browser window like a real application on the device.
• Can be installed on the home screen in one click directly from the browser.
• Push notifications that increase engagement and conversions even outside the app.
• Access to the camera, geolocation, vibration, and other device features after explicit permission.

At the same time, PWAs retain the key benefits of the web:

• They do not require installation from app stores and are compatible with any device.
• Instantly available via URL without downloading, which improves conversion from search engines and advertising.
• Quickly updated for all users without any manual actions on their part.
• Weigh on average 4 times less than native apps, saving device memory.
• They can be easily discovered by search engines and indexed.

Let's compare some of the characteristics of PWA with native apps and regular websites:

As you can see, PWAs combine the best of both worlds - native experience and the capabilities of a platform with instant web access. This creates a powerful tool for businesses that want to increase the convenience and conversion of their mobile users without losing audience reach and organic traffic.

Technical basics of PWA

PWA is based on three key web technologies: Service Worker, Web App Manifest, and HTTPS.

Service Worker is a JavaScript script that runs in the background of the browser independently of the web page. It allows you to intercept network requests, manage caching, and implement many functions of native applications.

The main tasks of Service Worker:

1. Caching of resources for fast loading and access to content on a slow connection or offline. Service Worker can cache static files (HTML, CSS, JS, images), API responses, and dynamic pages after the first visit.
2. Interception and modification of network requests. For example, Service Worker can replace outdated JS and CSS files with the latest versions from the cache, preventing unnecessary data from being downloaded. Or it can return saved pages from the cache during offline access.
3. Proactively send push notifications to users even when the browser is closed. This allows you to inform about important events, promotions, or content updates.
4. Background data synchronization when an internet connection is available. For example, if a user has filled out a form or placed an order offline, Service Worker can automatically send this data to the server as soon as the network is available.

Web App Manifest is a JSON file that describes the PWA metadata for the device's operating system. It allows you to specify the app name, icons, color scheme, screen orientation, and other display options for the PWA when it is installed on the home screen.

Example manifest:

{ "
", "name": ""My App"",
, "short_name": ""My App"", "
", "description": ""The best PWA for you!"",
, "icons": [
{
}, "src": ""icon-192.png"",
,"" dimensions": ""192x192"",
,"" type": "" image/png ""
},
{
"" src ": ""icon-512.png"",
,"" dimensions": ""512x512"",
"", "type": ""image/png""
}
],
"", "start_url": ""/"",
,""display": ""standalone"",
,""theme_color": ""#f9d423"",
""background_color"": ""#ffffff""
}

For the browser to recognize PWA and offer to install the icon on the screen, the manifest must be specified in the link tag :

<link rel=""manifest"" href=""/manifest.json"">.

At the same time, all PWA resources - pages, scripts, styles, and the manifest - must be transmitted via HTTPS to ensure the security and confidentiality of user data. Service Worker can be registered only on secure connections.

3. PWA functionality

The combination of modern web technologies makes it possible to implement many features of native applications in PWA:

Installation on the home screen. Thanks to the manifest, users can add the PWA icon to the smartphone desktop or to the PC start menu directly from the browser in 1-2 clicks. When launched from there, PWA will open in full-screen mode like a regular application.

Work in offline mode. Service Worker can cache critical resources during the first visit so that they are available without an Internet connection. For example, a store's PWA can display products and take orders even when offline, and then synchronize the data when the network comes online.

Push notifications. Service Worker can receive push notifications from the server and show them to the user even when the PWA is closed. This can significantly increase repeat visits and conversions. But first, you need to request permission to notify.

Indication of new events. The PWA icon on the screen can show a counter for unread messages or notifications. This way, the user will always be aware of important updates.

Background synchronization. If the user performs an action in PWA without the Internet (for example, sends a message in a chat), Service Worker can automatically repeat the request when the network is available. This creates the feeling of seamless application operation.

Access to system APIs. PWAs can use many of the native features of the device if the user gives permission:

• Geolocation - to show maps, navigate, or select nearby stores/services
• Camera - for scanning QR/barcodes, uploading profile photos or products
• Microphone - for voice input, search, or communication
• Light and proximity sensors - to control the brightness and turn off the screen
• Bluetooth - for interaction with IoT devices, watches, speakers
• File system - for downloading content and working with documents
• Clipboard - for copying/pasting text and images
• Vibration - for tactile response to actions

In-app payment. PWAs can integrate the APIs of payment systems and services such as Google Pay, Apple Pay, PayPal, Stripe to accept payments without reloading the page. This radically simplifies the purchase process and increases conversion.

But there are also limitations to what PWAs can do compared to native apps:

• Lack of access to some system functions - calls, SMS, contacts, NFC, etc.
• No possibility to work in the background, except for sending messages
• Less storage space (PWA quota is on average 50MB vs. 200MB in native apps)
• Inability to work offline for applications with dynamic content

However, in most cases, PWA capabilities are enough to cover the basic needs of users. And in 2023, new APIs for file access, media sessions, image editing, and SMS sending were introduced, further reducing the gap between PWA and native applications.

• Less data storage space (PWA quota is on average 50MB versus 200MB for native apps)
• Inability to work offline for applications with dynamic content

However, in most cases, PWA capabilities are enough to cover the basic needs of users. And in 2023, new APIs for file access, media sessions, image editing, and SMS sending were introduced, further reducing the gap between PWA and native applications.

Key advantages of PWA

Thanks to advanced web technologies, PWA applications provide many benefits for both users and businesses. According to Google's research, the average PWA application load time is 2.75 seconds, which is 8 times faster than the average native application (22 seconds). This is achieved by pre-caching resources by Service Worker and reducing the size of the application. The average size of a PWA is 300 KB versus 20 MB for a native application, which saves users' mobile traffic by 15 times.

Thanks to Service Worker's intelligent caching, PWAs remain available and functional even when the Internet is slow or completely unavailable. A Gartner study showed that the addition of an offline mode increased the conversion rate of PWA stores by 15%. PWAs provide a user-friendly interface that is comparable to native applications - fast transitions, animations, and full-screen operation. This encourages users to spend more time and perform targeted actions. For example, Aliexpress' PWA increased conversions to purchases by 104% compared to the mobile site. And Lancôme's PWA conversion rate is 17% higher than in the app.

The ability to install the icon on the desktop in one click increases the visibility of the PWA - it is always in front of the user. Combined with push notifications, this increases app re-open rates. For example, at eXtra Electronics, 250% more users added the PWA icon than installed the app from Google Play.

Unlike native apps, PWAs do not require publication and approval in app stores. They can be easily distributed via URL links in advertising, social media, email newsletters, and search results. Moreover, PWAs are indexed by search engines, unlike native applications. For example, the indexing of Nikkei's PWA led to a 2.3-fold increase in organic traffic.

Development of a PWA is on average 3 times cheaper than a native application due to the use of a single web technology instead of several native platforms (Android, iOS). At the same time, PWA works on all modern devices and does not require constant updates in app stores. This reduces development costs by 75% and support costs by 33% compared to native applications.

Areas of application of PWA

PWA applications are versatile and can be used in a wide variety of business areas where user convenience and productivity are important:

• Online stores and marketplaces. PWAs are ideal for e-commerce, providing a fast and seamless shopping experience on mobile. Examples: AliExpress, eXtra Electronics, Jumia, Lancôme, Levi's.
• Media and news portals. PWAs allow you to quickly download content, save it for offline reading, and receive push notifications about breaking news. Examples: Forbes, Nikkei, The Washington Post, Telegram.
• Food ordering and delivery services. PWAs work great for selecting restaurants, placing an order, and tracking delivery. Examples: Starbucks, Burger King, Domino's Pizza, FoodPanda.
• Travel and transportation apps. PWAs are convenient for searching and booking tickets, hotels, viewing schedules, and notifications of changes. Examples: Booking.com, Aviasales, Trenitalia, Airbnb.
• Social networks and messengers. PWAs provide quick access to feeds, messages, the ability to share content and receive notifications. Examples: Twitter, Pinterest, Instagram, TikTok.
• Streaming services and online cinemas. PWAs allow you to watch videos, listen to music and podcasts with minimal buffering. Examples: YouTube, Spotify, SoundCloud, Netflix.
• Banks and fintechs. PWAs securely make payments, transfers, show balance and transactions even when the Internet connection is weak. Examples: Monzo, Barclays, Tinkoff, Halyk Bank.

PWA is also used in insurance, real estate, healthcare, fitness, educational platforms, corporate portals, and internal company systems. Wherever you need fast, convenient, and reliable access from mobile devices.

According to CMS Magazine, more than 65% of the Ukrainian population aged 14-70 are Internet users, most of whom use smartphones. At the same time, the number of installations of native applications in Ukraine decreased by 19% in 2022.

Against this backdrop, PWAs look like a promising alternative for developing the mobile presence of Ukrainian businesses and reaching the audience. Especially given the instability of the mobile Internet in the country due to infrastructure problems. Many Ukrainian companies - Allo, Comfy, Bank Vostok, Prom.ua, SkyUp - have already successfully launched PWA versions of their services alongside native apps.

So, if your business does not yet have a convenient mobile solution or you are considering an alternative to your current application, it's time to take a serious look at PWA technology. It can open up new horizons for the growth of your mobile-first product with minimal development and support costs.

Examples of successful use of PWA

Let's take a look at a few cases of well-known brands that have achieved impressive results by implementing PWA.

AliExpress

One of the world's largest marketplaces, AliExpress, launched a PWA version of its platform in addition to its website and native apps in 2016. The goal was to increase the conversion and engagement of users from the mobile web.

AliExpress PWA results:

• Increase in conversion to purchase by 104%
• Increase in time spent on the website by 74%
• Increase in the number of pages viewed per session by 14%.

The key success factors were almost instant page loading (~1 second), one-click shopping, push notifications about promotions and discounts, and easy search and filtering of products in PWA.

Lancôme

The French luxury cosmetics brand Lancôme decided to create a PWA when it discovered that the mobile site brought 2 times fewer conversions than the desktop version, and the native application had a small user base.

The effect of the Lancôme PWA launch:

• 17% increase in conversions compared to the app
• Increase in mobile sessions by 51%
• Reduced time to interactivity by 84%.

PWA's responsive interface, data caching, and optimization of critical resources have made it possible to radically speed up the site's performance on smartphones. The addition of photo search, video consultations, and personalized recommendations made the process of choosing and buying cosmetics on PWA convenient and exciting.

Twitter.

The popular social network Twitter was one of the first to experiment with PWA, launching a lightweight version of Twitter Lite in 2017 for developing countries with slow internet.

Twitter Lite PWA statistics:

• Increase in the number of tweets by 75%
• Increase in the number of pages viewed by 65%
• Reduction of bounce rate by 20%

"PWA's "lightweight" size (600 KB vs. 23.5 MB in the Android app), fast navigation, and the ability to personalize the interface encouraged users to spend more time and generate more content in PWA.

Other successful examples of PWAs include Pinterest, Starbucks, Tinder, Forbes, Aviasales, Ola Cabs, Tinder, Book My Show, and many others. In each case, the implementation of PWA led to a noticeable improvement in key metrics such as conversions, engagement, retention, and productivity.

The future of PWA and development trends

Although PWA technology is not new, it is now gaining popularity among businesses. This is driven by the progress of web standards, the growing performance of devices and browsers, and a new generation of users who prefer mobile and lightweight interfaces.

Key trends that will determine the development of PWA in the coming years:

Expanding the capabilities of Web APIs. Leading technology companies such as Google, Microsoft, and Samsung are investing significant resources in the development of new software interfaces and tools for the web. APIs such as File System Access, Web Bluetooth, Contact Picker, Idle Detection, Screen Wake Lock, and others are gradually blurring the line between PWA and native applications.

Integration with device ecosystems. PWA applications will integrate more deeply with the hardware capabilities of devices and their operating systems. For example, they will interact with smart home appliances, fitness bracelets, VR/AR equipment. PWAs will also be able to work better in the background, access files, and store more data offline.

Platforms for creating and distributing PWAs. Many popular e-commerce platforms (Shopify, Magento, WooCommerce), content management systems (WordPress, Drupal, Joomla), and website builders (Wix, Squarespace) already offer PWA as part of their out-of-the-box solutions. In the future, such PWA platforms will become even more widespread and accessible for mass use.

Convergence with other technologies. PWAs will be increasingly used in conjunction with other modern technologies. For example, artificial intelligence and machine learning (for personalization of the interface and content), blockchain (for secure identification of users and transactions), biometrics (for face or fingerprint login), etc.

Adaptation of business models. Many companies will move from the classic model of a separate website and a native application to the omnichannel PWA model that covers users on any platform. PWA applications will be the basis for loyalty programs, building long-term relationships with customers, implementing subscriptions and transactional scenarios.

According to Grand View Research, the global PWA market will grow to $10.44 billion by 2027, showing a CAGR of 31.9%. At the same time, the number of smartphones in the world will exceed 7.5 billion.

This means that more and more businesses will see PWA as an effective way to reach and retain their mobile audience. And the development of web apps will make them more and more functional and convenient.

So, if you haven't yet considered PWA as a channel for attracting and servicing customers, it's time to do so. The trend of replacing traditional websites and apps with progressive web applications will only grow stronger. And the sooner you master this technology, the greater your competitive advantage.