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Web Development

Building a website? Make it a PWA, or re-do it next year

With consumer expectation at all time high, Progressive Web Apps (PWAs) are becoming the key initiative of ecommerce businesses for this coming year. Big winners in online retailing will continue to focus on making the mobile experience great for their customers, and here’s why.

Mobile Commerce’s future is blindingly bright!

M-commerce (Mobile Commerce), allows customers to purchase from anywhere in the world! (Not just behind a desk). Mobile commerce websites allow customers to browse and buy from ecommerce stores on their mobile phone. M-commerce is not going away, in fact, at the moment it is huge! And it’s only getting bigger.

The future of M-commerce is blindingly bright. Worldwide, M-commerce sales are predicted to dominate and will account for more than half (54% or $659 billion) of all e-commerce sales. One of the possible reasons that influence this is that most emails are opened on a mobile device and 53% of searches are now conducted on a mobile device! Many of our clients are seeing more than 40% of their overall website traffic coming from mobile already.

Why do apps work better?

As you noticed M-commerce is not going away. So what can we do embrace M-commerce? One of the ways is to create an IOS or Android application that allows mobile phone users to download your app from the app store.

Why do mobile apps work better than standard mobile websites?

There are many reasons why apps work better than websites and it is primarily down to the fact that they are able to take advantage of some features that mobile phone operating systems have to offer:

  • They load faster and are more responsive for all mobile device screens
  • They work more intuitively
  • They can operate partially or fully offline
  • They offer additional features like push notifications free of charge!

All of this adds up to an improved mobile User Experience!

But mobile apps are going extinct!

Statistics show that apps are going extinct and below are just some of the reasons why:

  • Businesses will have to update the app regular whilst also updating their website platform
  • The average mobile user downloads 0 apps per month
  • Mobile Applications use up memory on your phone
  • Sometimes apps cost money for the user and for the business

PWAs is the answer!

Instead of creating a mobile application that will eventually cost you more money to maintain alongside your website. Simply transform your site into a PWA!

Progressive web applications (PWAs) are web applications that load like regular web pages or websites but can offer the user functionality such as working offline and push notifications, traditionally available only on native applications.


Examples of PWAS

George Asda (Walmart)

Upgraded their site to a Progressive Web Application (PWA) and saw a 31% increase in mobile conversion.

  • 3.8x – Faster average page load time
  • 2x Lower bounce rate
  • 31% increase in conversion rate
  • 20% more page views per visit
  • 28% longer average time on site for visits from the home screen.


The company needed a fast-loading, compelling mobile experience, similar to what they could achieve with a native app—but one that was also discoverable and accessible to everyone via the mobile web. That’s when Lancome looked to PWA technologies to provide an immersive, app-like experience: 

  • 17% increase in conversions
  • 53% increase in mobile sessions on iOS
  • 8% increase in conversion rates on recovered carts via Push Notifications


The world’s largest online business-to-business (B2B) trading platform saw a 76% increase in total conversions across browsers after upgrading their site to a Progressive Web App (PWA): 

  • 76% higher conversions across browsers
  • 14% more monthly active users on iOS; 30% on Android
  • 4X higher interaction rate from Add to Homescreen

Why are PWAs great again?

Progressive Web Apps are great because:

  • PWAS load 2 to 10 times faster than mobiles
  • Have offline capability
  • Can be added to a home screen without ever requiring updating
  • Allow push notifications
  • PWAS transfer the workload to the device instead of relying on the website server
  • Search engine friendly because they are website not apps
  • Linkable – the web app retains its state when the user bookmarks or shares a URL

PWAs bring together the best of website and mobile app functionality to provide a reliable, fast and engaging user experience that can increase rates by upwards of 50% and drive strong revenue growth for brands.


Read more of our predictions for this year by downloading our free innovations ebook:

Find our last blog post here.

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.