Progressive Web Apps (PWAs): Why They're Making a Comeback

Progressive Web Apps—websites that behave like native mobile apps—are experiencing a major resurgence. After years of limited iOS support holding them back, Apple's recent improvements have removed the biggest barrier to adoption. Combined with app store frustrations, development cost pressures, and impressive results from early adopters like Starbucks (2x daily users) and Pinterest (60% engagement increase), PWAs have evolved from experimental technology to serious business strategy. This guide explains what's changed, why it matters, and whether PWAs are right for your business.

The Mobile App Problem

Building mobile apps has become increasingly painful for businesses.

The cost: A quality native app for both iOS and Android typically costs USD 150,000 to 500,000, with ongoing maintenance adding 15-20% annually.

The friction: Users must discover your app, navigate to an app store, wait for download, grant permissions, and remember to actually use it. Studies show that 70% of potential users abandon this process before completing installation.

The fragmentation: Maintaining separate codebases for iOS and Android doubles development effort and creates inconsistent experiences.

The gatekeepers: App stores take 15-30% of in-app revenue, enforce arbitrary guidelines, and can reject or remove your app at any time.

The reality: The average smartphone user downloads zero new apps per month. Most people use the same 9-10 apps repeatedly, making it nearly impossible for new apps to break through.

For many businesses, the traditional native app model simply doesn't make economic sense anymore.

What Are Progressive Web Apps?

Progressive Web Apps are websites built with modern web technologies that provide an app-like experience. They load in your browser but can be "installed" to your home screen, work offline, send push notifications, and feel indistinguishable from native apps.

The term was coined by Google in 2015, but the technology has matured dramatically since then. Today's PWAs are supported by all major browsers and platforms, including—crucially—iOS.

The Three Core Components

1. The Website At their foundation, PWAs are standard websites built with HTML, CSS, and JavaScript. They're accessible via URL, indexable by search engines, and work in any browser.

2. The Web App Manifest A JSON file that tells the browser and device how to treat the website as an app: its name, icons, colors, display mode, and behavior when launched from the home screen.

3. Service Workers JavaScript that runs in the background, independent of the web page. Service workers enable offline functionality, push notifications, background sync, and intelligent caching.

What This Means in Practice

When you visit a PWA-enabled website:

1. First visit: The site loads normally in your browser
2. Install prompt: The browser may offer to "Add to Home Screen"
3. Installation: One tap adds an app icon to your device
4. Launch experience: Opening the icon launches a full-screen, app-like interface
5. Offline capability: The app works even without internet connection
6. Push notifications: You receive updates even when not using the app

The user experience is nearly identical to a native app—but without the app store download.

Why PWAs Are Making a Comeback in 2025

Several converging factors have transformed PWAs from niche technology to mainstream strategy:

1. Apple Finally Got on Board

For years, Apple's limited PWA support on iOS was the primary obstacle. That's changed dramatically:

iOS 16.4+ (2023): Push notifications finally work for PWAs on iPhone iOS 17+ (2024): Enhanced implementation with relevant APIs enabled by default Safari 17+ (2024-2025): Web Push API, FileSystem API, Screen Wake Lock API, and expanded WebAssembly support

PWAs on iOS now support:

• Push notifications (the most-requested feature)
• Home screen installation
• Full-screen standalone mode
• Offline functionality
• Background running capabilities
• App Switcher integration

The last major barrier to PWA adoption has fallen.

2. App Store Backlash

Growing frustration with app store policies has pushed businesses toward alternatives:

• Revenue share: Apple and Google take 15-30% of in-app purchases
• Approval delays: Updates can take days or weeks to review
• Arbitrary rejections: Apps can be removed without warning
• Policy changes: Rules shift, sometimes breaking existing functionality
• Discovery challenges: Standing out among millions of apps is nearly impossible

PWAs bypass all of this. You control distribution, updates deploy instantly, and there are no gatekeepers taking a cut.

3. Dramatic Cost Savings

The economics heavily favor PWAs for many use cases:

For many businesses, PWAs cost 70-80% less than native app development over three years.

4. Impressive Real-World Results

Major brands have validated PWAs with measurable business outcomes (detailed case studies below):

• Starbucks: 2x increase in daily active users
• Twitter Lite: 65% increase in pages per session, 75% increase in tweets sent
• Pinterest: 60% increase in core engagement, 44% increase in ad revenue
• Alibaba: 76% increase in conversions across all browsers
• Flipkart: 70% increase in conversions, 3x time spent on site

5. Market Growth Projections

The numbers reflect genuine business momentum:

• USD 3.53 billion: PWA market size in 2024
• 18.98% CAGR: Projected growth through 2033
• USD 21.44 billion: Projected market size by 2033
• 50% of consumer apps: Gartner predicts PWAs will replace half of consumer-facing native apps
• 47% year-over-year: Increase in PWA adoption across industries (Statista 2024)

Real Business Results: PWA Success Stories

Starbucks: The Gold Standard

The challenge: Starbucks wanted to improve mobile ordering for customers, including those on low-end devices or poor connections.

The solution: A PWA that mirrors their native app functionality—browse menu, customize orders, add to cart, find stores—at a fraction of the size.

Key stats:

• 99.84% smaller than the iOS native app (233 KB vs. 148 MB)
• 2x increase in daily active users
• Desktop orders now match mobile order rates
• Works offline: Customers can browse and build orders without connectivity

Why it worked: By removing the download barrier and supporting offline functionality, Starbucks reached customers who wouldn't install a 148 MB app but happily use a 233 KB PWA.

Twitter Lite: Reaching Emerging Markets

The challenge: Twitter needed to serve users in regions with slow, unreliable internet connections where the full app was impractical.

The solution: Twitter Lite—a PWA designed for performance on 2G and 3G networks.

Key stats:

• Loads in under 5 seconds on 3G (native app takes 45 seconds to download)
• 70% reduction in data usage
• 65% increase in pages per session
• 75% increase in tweets sent
• 20% decrease in bounce rates

Why it worked: By prioritizing performance and data efficiency, Twitter reached millions of users who couldn't effectively use the native app.

Pinterest: From Worst to Best Platform

The challenge: Pinterest's mobile web experience was so poor they considered abandoning it entirely.

The solution: A complete PWA rebuild focused on instant loading and engagement.

Key stats:

• 60% increase in core engagements
• 44% increase in user-generated ad revenue
• 40% increase in time spent on platform
• Mobile web became their top platform for new signups (previously their worst)

Why it worked: By matching app-like performance without requiring installation, Pinterest converted mobile web visitors into engaged users.

Alibaba: Conversion Optimization

The challenge: Mobile web users viewed downloading an app as an unnecessary barrier to purchasing.

The solution: A PWA that delivered native-app quality experience without the download requirement.

Key stats:

• 76% increase in conversions across all browsers
• 14% more active users on iOS
• 30% more active users on Android
• 4x increase in "Add to Home Screen" interactions

Why it worked: Removing the installation barrier converted browsers into buyers.

Flipkart: Dominating Mobile Commerce

The challenge: As India's largest e-commerce platform, Flipkart needed to serve users on low-end devices with limited connectivity.

The solution: Flipkart Lite—a PWA optimized for emerging market conditions.

Key stats:

• Loads in under 3 seconds even on 2G networks
• 70% increase in conversions
• 3x increase in time spent on site
• 40% higher re-engagement rate

Why it worked: By building for the worst-case network conditions, Flipkart created an experience that worked for everyone.

The Washington Post: News at Speed

The challenge: News consumption is time-sensitive, and slow-loading pages cost readers.

The solution: A PWA focused on instant article loading and re-engagement.

Key stats:

• 88% improvement in load time for returning users
• 23% increase in mobile users returning within 7 days
• Significantly improved reader engagement metrics

Why it worked: Speed matters for news. The PWA delivered articles faster than competitors' native apps.

PWA vs. Native Apps: When to Choose What

PWAs aren't right for every situation. Here's an honest comparison:

PWAs Excel When:

Native Apps Excel When:

The Hybrid Reality

Many businesses use both:

• PWA for broad reach: Accessible to everyone via browser
• Native app for power users: Deep functionality for engaged customers
• Shared backend: Same APIs serve both experiences

Core PWA Features and Capabilities

Offline Functionality

Service workers cache essential resources, allowing PWAs to function without internet:

• Previously visited content remains accessible
• Form data can be saved and synced when reconnected
• Core functionality continues working

This is transformative for users with unreliable connections or those in transit.

Push Notifications

PWAs can send notifications just like native apps:

• Re-engagement: Bring users back with timely updates
• Transactional: Order confirmations, shipping updates, appointment reminders
• Marketing: Promotions, new content, personalized offers

Important: iOS push notifications require the PWA to be installed to the home screen (not just bookmarked).

Home Screen Installation

Users can add PWAs to their device home screen:

• App icon appears alongside native apps
• Full-screen launch without browser UI
• Splash screen during loading
• Task switcher shows the PWA as a separate app

Fast Loading

PWAs use aggressive caching and optimization:

• Instant loading for returning users
• Reduced data usage through intelligent caching
• Smooth transitions and responsive interactions

Automatic Updates

Unlike native apps requiring manual updates:

• Background updates happen automatically
• Users always get latest version without action
• No app store approval delays

Responsive Design

One codebase adapts to all screen sizes:

• Mobile phones (primary target)
• Tablets (optimized layouts)
• Desktop (full functionality)

PWA Limitations to Consider

Transparency about limitations helps set realistic expectations:

iOS-Specific Limitations

Despite improvements, iOS PWAs still have restrictions:

General PWA Limitations

• No app store presence: You miss the discoverability of app store listings
• Installation friction: Users must manually add to home screen (no automatic prompts on iOS)
• Hardware access: Limited compared to native apps
• Storage limits: Less storage available than native apps
• Battery optimization: May be deprioritized by OS battery management

When These Limitations Matter

For most business applications—content delivery, e-commerce, customer portals, productivity tools—these limitations are irrelevant. The core functionality works excellently.

For applications requiring deep device integration, biometric security, or advanced hardware access, native development remains necessary.

Getting Started with PWAs

Phase 1: Evaluate Fit

Ask these questions:

Business questions:

• Does our app require deep device integration (Bluetooth, NFC, AR)?
• Is app store presence critical for our discovery strategy?
• What's our mobile development budget?
• How important is reaching users on low-end devices or poor connections?

Technical questions:

• Is our current website modern and performant?
• Do we have web development expertise?
• What's our tolerance for iOS limitations?

If PWA seems viable, proceed to assessment.

Phase 2: Assess Current State

Evaluate your existing web presence:

Performance audit:

• Use Google Lighthouse to assess current site
• Identify performance bottlenecks
• Measure Core Web Vitals

PWA readiness check:

• Is the site served over HTTPS?
• Is it responsive across devices?
• Could it function offline with cached content?

Phase 3: Plan Implementation

Option A: Convert existing site

• Add web app manifest
• Implement service worker
• Add installation prompts
• Enable push notifications
• Timeline: 2-8 weeks depending on complexity

Option B: Build new PWA

• Design mobile-first experience
• Develop with PWA architecture from start
• Full feature implementation
• Timeline: 2-4 months for comprehensive PWA

Phase 4: Deploy and Iterate

Launch:

• Deploy to production
• Monitor installation rates
• Track engagement metrics

Optimize:

• A/B test installation prompts
• Refine caching strategies
• Improve offline experience

Expand:

• Add push notification campaigns
• Enhance functionality based on usage data
• Consider native app for power users if needed

Technical Requirements Overview

For technical teams evaluating PWA implementation:

Minimum Requirements

Recommended Enhancements

Development Approaches

Frameworks with PWA support:

• React (Create React App, Next.js)
• Vue.js (Nuxt.js)
• Angular (built-in PWA support)
• Svelte (SvelteKit)

PWA-specific tools:

• Workbox (Google's service worker library)
• PWA Builder (Microsoft's PWA tools)

Questions Business Leaders Should Ask

Strategic Questions

1. What's our mobile strategy? Are we mobile-first, mobile-friendly, or mobile-optional?
2. Who are our mobile users? What devices and connection speeds do they have?
3. What actions do users need to take? Content consumption, transactions, account management?
4. What's our budget for mobile? Can we afford native development and maintenance?
5. How important is app store presence? Is discoverability through stores critical?

Vendor/Partner Questions

1. What's your PWA experience? Ask for case studies and examples
2. How do you handle iOS limitations? Understand the workarounds and trade-offs
3. What's the testing strategy? PWAs need testing across many browser/device combinations
4. How do you measure success? What metrics will track PWA performance?
5. What's the upgrade path? If we need native later, how does the work transfer?

Technical Questions (For Your Team)

1. What's our current web stack? Is it PWA-compatible?
2. Do we have service worker expertise? Or will we need to build it?
3. How will we handle push notifications? What service will we use?
4. What's our caching strategy? What content needs offline access?
5. How do we measure Core Web Vitals? Are we monitoring performance?

The Business Case Summary

Why Consider PWAs

Expected Outcomes (Based on Case Studies)

Risk Factors

Frequently Asked Questions

Do PWAs work on iPhone?

Yes, PWAs work on iPhone with iOS 16.4 or later. Users can install PWAs to their home screen, receive push notifications, and use offline functionality. Some advanced features available on Android aren't supported on iOS, but core functionality works well for most business applications.

How much does PWA development cost?

PWA development typically costs USD 30,000-100,000 for a comprehensive application—roughly 70-80% less than developing native apps for both iOS and Android. Costs vary based on complexity, with simple content-focused PWAs on the lower end and full e-commerce platforms on the higher end.

Can PWAs replace our native app?

For many businesses, yes. If your app primarily delivers content, enables transactions, or provides account management, a PWA can likely replace your native app at lower cost. If you require deep device integration (Bluetooth, AR, biometrics), native development remains necessary for those features.

How do users install a PWA?

On Android, users typically see an automatic "Add to Home Screen" prompt. On iOS, users must manually add via Safari's share button → "Add to Home Screen." This extra step on iOS means you should provide clear installation instructions for iPhone users.

Do PWAs work offline?

Yes, PWAs can cache content and functionality for offline use. The extent depends on implementation—a news PWA might cache recent articles, while an e-commerce PWA might allow browsing and cart building offline with sync when reconnected.

Are PWAs secure?

PWAs require HTTPS, ensuring encrypted connections. They follow the same security model as websites and are sandboxed by the browser. For sensitive applications, you can implement additional security measures just as you would for any web application.

Ready to Explore PWAs for Your Business?

Progressive Web Apps represent a practical middle path between expensive native development and basic mobile websites. For many businesses, they deliver 80% of native app benefits at 20% of the cost.

The question isn't whether PWAs are technically viable—major brands have proven they work. The question is whether they're right for your specific use case, users, and budget.

Here's How DSRPT Can Help:

🔍 PWA Feasibility Assessment We'll evaluate your current digital presence, mobile strategy, and user needs to determine whether a PWA makes sense—and what outcomes you can realistically expect.

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🛠️ PWA Development From converting existing websites to building new PWA experiences, we create progressive web apps that deliver real business results—faster loading, better engagement, and measurable conversion improvements.

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📱 Mobile Strategy Consulting Not sure whether PWA, native, or hybrid is right for your situation? We'll help you navigate the options and build a mobile strategy that fits your business goals and budget.

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💬 Quick Conversation Have questions about PWAs? We're happy to discuss your situation and provide straightforward guidance—no commitment required.

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Why DSRPT?

We work with businesses across Kuwait, the GCC, and Australia—organizations that need practical solutions, not theoretical possibilities. As Google Premier Partners with deep web development expertise, we build digital experiences that actually perform.

Our approach:

• Business outcomes first: We start with your goals, not the technology
• Honest assessment: We'll tell you if a PWA isn't right for your situation
• Measurable results: We track the metrics that matter to your business

The mobile landscape has shifted. PWAs have matured from experimental to enterprise-ready. Whether they're right for you depends on your specific situation—but they're absolutely worth considering.

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