March 2, 2021 Why PWA is Right for E-Commerce Companies

A look at what a progressive web app (PWA) is.

One way of defining PWAs is to say they are a “mix”. But a mix of what? You can put it this way: a PWA is something between a website and a mobile application. A Progressive Web App looks like an application due to its icon representation, but in reality it works more like a website. The main convenience of a PWA is that the site becomes accessible from any media (mobile, tablet, desktop) without being searched for on the Internet by the user or downloaded as an application via the Google or App Store.

As its name suggests, a PWA is progressive, which means that it works on all devices by integrating the components of the browser/device used. But how does it connect with e-commerce? In more ways than one might think. By definition, e-commerce includes all commercial transactions made through the Internet. For this reason, the user needs online shopping support and a whole e-commerce site. That’s where the Progressive Web App steps in.

If you want to know more about PWAs, there are plenty of great articles about PWAs available online.

Website vs mobile application vs PWA

To get a grasp of this, first you need to understand the difference between a website and a mobile application. For this reason, let’s answer some elementary questions: How do you access a website? You go on a web browser and through a URL or a query you find what you are looking for. And how do you access an application? You first need to download and install the application from the Google, Windows or App Store and then open it to access the content. That’s the difference between the two concepts: one is searched for by the user and the other is downloaded.

As for Progressive Web Apps, they have the advantages of both concepts. One of them is referencing and positioning of a website on the Internet as well as simple and quick accessibility from the home page of one’s mobile or computer. For the user, this is a convenient and easy practice. The most important advantage is that they can get to the site quickly thanks to the PWA without having to search for the e-commerce site from the Internet.

From small to large structures, PWAs can be used by any e-merchant and they’ll offer great benefits. To convince you further, we have prepared some of the advantages that PWA can bring you.

The advantages of a PWA in e-commerce

First and foremost, when users see a brand on a regular basis and know that the site is quickly accessible via the PWA icon, it will make them naturally and instinctively visit your site more often. Let’s take the example of social networks. How does a user go to a favorite network? Through the Internet or via the icon generated after downloading the application? Via the icon of course, because it is faster and easier. It’s the same principle for PWAs.

A PWA shortens the number of steps before use compared to an application and reduces the number of abandonments. Thus, you will get more traffic, and remember that traffic and conversion are directly correlated. Therefore, the more visits to your e-commerce site, the more potential clients you will get.

In addition, a Progressive Web App is the name given by Google. As you can imagine, Google will privilege all websites using this technique. Especially since it recommends a responsive version of a site in order to optimize its natural referencing. That’s what characterizes a PWA since it is about making the site fully adaptable to smartphones, tablets and computers or any other media that can be used. In Google’s SEO algorithm, everything that brings a plus for the user is privileged. Today, we know that web traffic from cell phones is booming. Allowing the user to access your e-commerce site regardless of the medium used provides a unique, tailored experience. 

And last but not least, users feel more reassured when they know that they are protected on the web, especially when it comes to financial transactions, as is the case on an e-commerce site. Since a PWA is a shortcut to an e-commerce site, security due to encryption is naturally retained.

These are all the most important reasons for using PWAs for your e-commerce business. We hope that you find this article helpful and that it has extended your knowledge in the field of IT.

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