Will Magento’s Progressive Web Apps drive more mobile revenue for merchants?

By July 20, 2017General

Magento Live always has a few big announcements and this year’s London edition did not disappoint. With the promise of more traffic and higher conversions, Magento, in collaboration with Google, will offer native Progressive Web Apps (PWA’s) to the Magento ecommerce community in 2018.

Even though that’s at LEAST five months away, you might already be pondering ‘What does that mean for my ecommerce site?’. Has responsive web design gone out of fashion like man buns and paleo diets? And how do I explain Progressive Web Apps to the boss?

What are Progressive Web Apps?

Progressive Web Apps are technically standard web pages that can ‘live’ on a user’s home screen and behave like a native app, without the need for downloading and installing an app. PWAs promise a faster, more reliable, and more engaging user experience.

Google Developers state that:

“Progressive Web Apps are experiences that combine the best of the web and the best of apps.”

However, for developers, creating Progressive Web Apps requires the use of Service Workers, a Manifest and Application shell architecture, and more, to ensure the promised user experience is delivered. It’s an evolution of the way developers are currently working but is yet another thing for developers to master.

Google Developers has a huge run down on all things PWAcheck it out.

But, back to the Magento announcement. It’s actually a big deal.

Magento is one of the most widely adopted ecommerce platforms in use today. By partnering with Google to bring PWAs into the Magento platform, PWAs are poised to become the new norm for forward-thinking ecommerce brands.

And what’s not to love? Productivity and cost benefits for e-commerce stores could be huge—instead of maintaining separate native app and web properties, a single Progressive Web App could be a new reality. For developers already using the Magento platform, the friction to get a PWA live is likely to be significantly reduced if this partnership lives up to the hype.

Mark Lavelle, CEO of Magento, stated:

“We see PWAs as a natural evolution of the mobile web, and by working with industry
leaders such as Google to develop PWAs, we plan to keep merchants ahead of the curve.”

So, don’t throw away your responsive site and native apps just yet. But keep an eye on Magento and Google, as we think this is going to be a huge benefit to developers and businesses in the ecommerce space. Roll on 2018!

Read the Magento press release here.

Check out pwa.rocks for interesting some examples of Progressive Web Apps in action.

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