How Progressive Web Apps and Magento Commerce Are Changing Mobile Commerce

As always Magento Commerce is paving the way, and with the help of progressive web apps, they are delivering a next-level mobile customer experience. Magento understands the e-commerce business like no one else, and to make sure you're ahead of the curve they've already started developing to bring new capabilities for 2018.

Here is everything you need to know about progressive web apps and how they can help your e-commerce store.

What are Progressive Web Apps?

With the wide range of devices we all use on a day to day basis, chances are you're well versed in responsive web pages. But progressive web apps (PWAs) take it a step further. Even if you're not familiar with the name, I'm almost certain you've come in contact with a few PWAs.

PWAs are similar to responsive websites where content naturally fits the size of the screen it's displaying on, but the range of capabilities and advantages of using a PWA instead of a responsive website are what’s causing such a stir.

Every now and then you come across a website or an e-commerce store on your phone or tablet that makes you stop and think, am I still in the browser? This is a progressive web app. PWAs are websites that look and behave as seamlessly as apps but runs through your browser.

This is fast becoming the new standard for building a modern UX. Magento Commerce, with the help of progressive web app technology, is creating a responsive, accessible and well-polished shopping experience for all consumers by integrating the latest innovations and merging the accessibility of the web.

So what's the difference between a PWA and a responsive website?

You’ve probably realised by now that PWAs are more than JUST websites, but what are the main differences and how can they actually help your e-commerce store? Well, there are a few key features that progressive web apps are capable of, that a regular website just isn’t cut out to do.

These features are what's making them so popular among e-commerce stores and the online developing community alike, and why PWAs are the all-important key to unlocking your real potential.

They're not called progressive web apps for no reason, they actually function and run with many of the same features we have come to expect from a regular native smartphone app.

Being an app, PWAs give you the ability to send push notifications to your customers. This gives you a higher level of engagement and eventually re-engagement with the customer.

In an e-commerce sense, this is perfect because customers want you to know about them and personalise their shopping experience to them. Features like Push notifications allow your communication to be more contextual and personalised. Ensuring you are building brand loyalty and getting those elusive repeat sales.  

This is more than just Magento magic though; the ability to access your content offline is super important for reliability. Anyone running an e-commerce store will tell you that having a reliable website that your customers can always access is absolutely vital to your success.

Why replace responsive websites with PWAs & What are the advantages for Magento merchants?

Like most web development, progressive web apps aren't a one-size-fits-all solution for all websites. They are ideal, however, for any site that updates regularly or requires real-time data to display. This fits e-commerce to a T!

We touched on it briefly before, but there’s a wide variety of ways PWAs can improve the online shopper’s experience like no regular website can.

Progressive web apps are currently compatible with most mobile browsers, which is excellent for Magento stores as it allows widespread access to your content. So, If you have any recent smartphone or device chances are you're ready to access the world of PWAs.

Many browsers already recognise the advantages of having PWAs on your device and provide simple options to add the site to your homepage. The app then sits with a user's native apps, allowing for easier access to your content at any time.

Yes, anytime! PWA’s can load while offline or with low connectivity which is a real benefit. I won't go into the technical details on how this works but its thanks to a magical piece of script known as service workers.

This means they're ready whenever your customers are prepared to shop. According to KPMG, 52% of online shoppers said that offline channels are important for their brand awareness and to create trigger moments.  

When the PWA is accessed from the device’s home screen, the app can load instantly. This always-open access allows you to create a far better experience than shoppers can receive from brick and mortar stores. At a time when everyone wants everything 5 minutes ago, this feature is excellent for your UX.

The ability to add your PWA to a device without the need for an app store improves the likelihood that those all-important return customers will actually download. After all, the web reaches three times more people than apps currently do.

It's clear that progressive web apps are more accessible and perform better than traditional websites but what about the other features customers want like one step checkouts?

PWAs offer an even more seamless checkout process and expand upon the tenets that Magento has built into their OneStepCheckout process. For any mobile e-commerce, an easy to navigate checkout is a necessity. Not only is this great for your conversion rates and sales it can do wonders for your UX.

The reliable performance and faster accessibility will drive traffic to Magento e-commerce sites utilising progressive web apps. Ultimately resulting in higher conversions and increased revenue.

Websites are already being rewarded for their switch to PWAs. In the case of Flipkart, they saw their mobile conversions increase by around 70%. For any current Magento store looking to boost their mobile conversions, a PWA could be a simple solution.

And just like that progressive web apps can integrate the best features of websites and mobile applications to build a second-to-none customer experience.

As Magento rolls out this breakthrough in web development to the entire Magento Commerce community this year, it may be worthwhile to consider utilising these features. When you're ready to take your brand to the next level, contact us to make sure you don't get left behind.

--

acidgreen is an award winning e-commerce agency specialising in Magento, Shopify Plus and digital marketing with over 15 years of industry experience. Our certified developers and digital marketers are highly qualified to create aesthetically pleasing Magento and Shopify Plus websites that generate the highest amount of conversions and provide the best ROI. Be sure to follow us on LinkedIn, Facebook and Twitter, or give us a call to learn more about our services.