Why Progressive Web Apps (PWA) are the future of eCommerce and marketplace?

Mobile-first approach, robust performance, cost effectiveness, great user experience and terrific cross-platform functionality. Isn’t that a dream of everyone building a modern software solution? Well, that’s what PWAs are all about – no wonder it’s currently one of the sexiest trends in software development!

Progressive Web App is nothing more than a website or a web app, that looks and behaves like a mobile application, but combines the benefits of both approaches. Technically speaking, PWAs reuse the code from your website to deliver a mobile experience. The logic behind this idea is simple – the browser identifies users interested in your content and invites them to save the website as an app on their smartphone’s home screen.

Initially, PWAs were distributed only via web, not via app stores. But well, that’s changed recently.

Google noticed the popularity of this approach and introduced PWAs to Google Play Store.

Now, businesses who already have a native app they want to stop developing, are able to monetize their PWAs and access a native API.

As a proof that PWA is something more than just a trend, internet leaders worldwide already implemented this approach and continue to invest in it. Twitter, Forbes, AliExpress, Pinterest, Uber, Flipkart, Alibaba – boy, we can go like that for ages!

PWA and eCommerce – a perfect marriage

PWAs are here to stay and it turns out, that it’s the eCommerce business that benefits the most. Why? Well, that’s simple. People who shop online increasingly prefer to use mobile devices rather than desktop, so eCommerce needs a mobile-first approach that PWA delivers. But there’s much more than just that. Take a look why PWA is a perfect solution for eCommerce.

PWA is great for presenting data in attractive way and guarantees a clean and unified customer experience across all sorts of devices. That directly translates into increased interaction and engagement, the essence of great eCommerce.

PWA mobile shops introduce lower entry level that convinces the group of users who don’t necessarily want to install native apps via shop. Thanks to PWA, they can get familiar with shop’s offer easily and quickly, without the need of installation, just via www address.

PWA eCommerce mobile shops support push messages. It’s a perfect way of informing shoppers about new products, special offers, dedicated discount, notifying them their package is ready for pick up or that there is an invoice to cover.

PWAs marketplaces are noticeably faster comparing to native mobile apps. A part of the interface and the backbone of the app just doesn’t have to be downloaded each time, so the shop will be up and running in no time. And that works even with weaker networks and low bandwidths.

 

Success stories of PWA eCommerce solutions

The aim to reduce customer acquisition costs and blockers, with simultaneous increase in content consumption and shareability, boost in conversion rates and sales – goals of every eCommerce platform are similar, regardless the size and industry. Luckily, PWA mobile shops support them all. Numbers? There you go:

AliExpress

It’s an Asian eCommerce tycoon,one of the biggest marketplaces in the world selling everything, everywhere to 666,5 million users every month. They struggled with customer engagement and had low app download rates. After introducing PWA, they reached 104% more users, 74% increase in time spent and 84% increase in iOS conversion rate. Astonishing!

Trivago

Hotel? Trivago. Rings a bell, doesn’t it? This world’s leading hotel search engine compares more than 700 000 hotels on 175 booking websites. Shockingly (not!), Trivago has more viewers on mobile than desktop. Their PWA is much like a native app, with home screen shortcuts, push notifications and offline access. Turns out it increased user engagement by 150%! Wow!

Trivago PWA

PWA are perfect wherever it’s important to view large of content quickly and conveniently.

Jumia

One of the most popular eCommerce in Africa faced the challenge that most of their users had slow and unreliable internet connection. No wonder it stopped them from downloading heavy apps. As you can imagine, the numbers after introducing PWA went through the roof! 33% higher conversion rate, 50% lower bounce rate, 12 times more users and 5 times lower data consumption. Another huge PWA success.

5miles.com

5miles as a marketplace for more than 2 million users monthly turned out to be accessed mostly via mobile web, despite it was not exactly prepared for that.The user experience was just not what customers expected – as opposed to brilliant, but not that popular mobile app. So why not combining the best of both in a PWA? 50% decrease in bounce rate and 30% increase in time spent in the shop, that’s the result.

Flipkart.com

Largest Indian eCommerce platform, with more than 248 million users each month, initially went native mobile all the way. They event shut their mobile website! But with user re-engagement, offline accessibility and the speed introduced by PWA, they just had to rethink their approach. PWA results were shocking – 3 times more time spent on site, 40% re-engagement rate, 3 times lower data usage. Try not to love it!

PWA in eCommerce = benefits for the business

The results above are fantastic, but we all know reality doesn’t work the same for everyone. But PWA marketplaces only continue to gain grounds. So what makes eCommerce business owners more and more eager to invest in building a PWA mobile store instead of developing native iOS and Android apps?

First of all, cost-effectiveness. Instead of building three different apps on three different platforms with three different teams of developers, you just focus on one. Not to mention the support later on. Business-wise, that’s a sound decision.

Let’s focus on the support part a bit more. It’s just easier to coordinate development of your eCommerce marketplace when it’s based just on one technology delivered by one team. Divide the time needed to grow the shop(and the cost and the nerves!) by three. There’s simply no comparison.

Secondly, you can tap into the pool of opportunities regarding promoting your PWA mobile shop. As the base of its ecosystem is www, you can benefit from wise SEO strategy, invest in AdWords and Google Ads or other PPC campaigns, just like you would promote your website.

Progressive Web Apps are also highly indexed in Google, what makes them easier to find and drives additional traffic. That’s probably the biggest advantage of PWA in eCommerce – endless and powerful marketing possibilities. Business always could use such boosts, especially when operating on a highly competitive market. That’s something a native app will never be able to deliver.

Paweł Jackowski

 

“PWA becoming a leading technology in our e-commerce development services. Clients around the world appreciate the benefits of progressive applications and decide to develop their services in this direction. I believe that the popularity of PWAs will grow in the coming years.”Paul Jackowski, Executive Brother at ASPER BROTHERS

 

Furthermore, PWA means fully automated process of updates. No need to force your users to visit the Store again and waste time and data transfer on minor bug fixing. With PWA, mobile shop can quickly adapt to new trends and introduce new solutions in no time – and the customers won’t even notice that’s happening!

All that allows PWA eCommerce shops to reach significantly more mobile users, what’s crucial with mobile increasingly surpassing desktop numbers. Decreased acquisition cost, high shareability and linkability, unified design and coherency in user experience – these are not just the frostings on the cake. That’s the new eCommerce reality you just can’t miss out on!

One eCommerce PWA.
Endless opportunities.

Numbers don’t lie. Progressive Web App is a perfect way to strengthen almost every aspect of your mobile shop. Especially now, with users looking at mobile sort of differently. The reality is that the number of downloads of native apps is decreasing, despite overall time spent on mobileconstantly increases.

Customers expect convenience and want the mobile buying process to be as comfortable and smooth as possible. On the other hand, business owners in highly competitive environment are willing to invest in marketing to boost sales and user happiness. PWA does both, and with Google supporting the idea, the future of this approach lies in safe hands. Hesitate no more!

Executive Brother
All posts Mike's

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