Are Progressive Web Apps the Right Choice for Your Business? (2025)

We’re breaking down whether progressive web apps (PWAs) can deliver what your business actually needs: faster load times, better performance, and stronger user engagement without the cost or complexity of building a full native app. Let’s begin.

Responsive Websites vs. Native Apps vs. Progressive Web Apps

You’ve got three options to deliver a mobile experience: build a native app, rely on your responsive website, or explore a progressive web app. Each comes with trade-offs in cost, performance, flexibility, and user experience.

Let’s break down how they stack up so you can see exactly where PWAs fit and whether they’re worth considering for your business:

• Responsive websites
• Native apps
• Progressive web apps

Responsive Websites

A responsive website adjusts its layout to fit any screen size — desktop, tablet, or mobile — using flexible grids and media queries. It’s the standard approach for mobile-friendly web design.

• Performance and speed: Responsive sites load everything through the browser, which means performance is tied to server speed, code optimization, and network quality. They work but can feel slow on mobile — especially when bloated with scripts and uncompressed assets.
• Cost and development time:Building or upgrading a responsive website is generally cost-effective. Most businesses already have a website, and ensuring it’s mobile-responsive is typically part of the standard development process — no additional infrastructure or platform-specific builds required. Specific cost data for responsive websites varies widely based on design complexity and functionality but is generally lower than that for native app development.
• User experience and accessibility: A responsive site ensures accessibility across all devices, but the experience is limited to what the browser can deliver. There’s no offline access, app-like interactions, or deeper mobile engagement features like push notifications.
• SEO and discoverability: Responsive websites perform well in search. They are indexable, crawlable, and compatible with Google’s mobile-first indexing — making them strong from an SEO standpoint and easily discoverable through standard search channels.
• Maintenance and updates: Maintenance is straightforward. Changes made to a responsive site apply universally, with no need to manage multiple codebases or navigate app store approvals for updates.

NYT’s Responsive Design

The New York Times is a strong example of responsive design at scale. In 2013, it launched a redesigned mobile site that prioritized clean, adaptable layouts across devices. Today, its core content still uses responsive web design — even within its mobile app’s webview wrapper — allowing NYT to deliver a consistent user experience while minimizing platform-specific development.

This approach supports mobile accessibility, faster updates, and stronger search visibility.

Native Apps

Native apps are built specifically for a particular operating system — typically iOS or Android — using platform-specific programming languages and frameworks. They’re downloaded from app stores and installed directly on a user's device.

• Performance and speed: Native apps offer the best performance. They run directly on the device, use built-in hardware and application programming interfaces (APIs), and cache content locally. This results in fast, smooth interactions with minimal lag — ideal for high-performance needs like gaming, real-time features, or heavy animations.
• Cost and development time: Native apps are expensive and time-intensive to build. Developing for both iOS and Android requires separate codebases, which means higher upfront costs, longer timelines, and more resources for updates and ongoing maintenance. On average, developing a native app for a single platform can cost around $50,000.
• User experience and accessibility: They offer the most immersive experience — native UI components, access to device features (camera, GPS, biometric authentication), and full offline capabilities. However, users must find, download, and install the app, which adds friction.
• SEO and discoverability: Native apps aren’t indexed like websites. Discoverability is limited to app store searches, paid promotion, or direct marketing. If organic traffic and search visibility are key priorities, native apps don’t offer much out of the box.
• Maintenance and updates: Maintaining native apps requires separate updates for each platform, along with app store approval processes. This adds operational overhead and can slow down your ability to push fixes or new features.

Instagram’s Native Development Strategy

Instagram serves as a prime example of a native mobile application that delivers exceptional performance and user experience. Developed specifically for iOS and Android platforms, Instagram leverages platform-specific programming languages and frameworks to provide a seamless and responsive interface.

This native approach allows the app to fully utilize device capabilities, resulting in fast operation speeds and fluid user interactions.

Progressive Web Apps

Progressive web apps (PWAs) are web applications that deliver an app-like experience through the browser. They can be added to a device’s home screen, work offline, send push notifications, and load quickly — without needing to be downloaded from an app store.

• Performance and speed: PWAs load fast and respond quickly, thanks to service workers that cache assets and enable offline access. While they may not fully match the speed of a native app, they often outperform traditional responsive websites, especially on mobile.
• Cost and development time: PWAs are generally faster and cheaper to build than native apps. This efficiency stems from maintaining a single codebase that works across all devices and platforms, removing the need for separate developments for iOS and Android. On average, the cost of developing a PWA ranges from $15,000 to $150,000 depending on the project's complexity and specific requirements.
• User experience and accessibility: PWAs offer a more engaging experience than responsive sites — users can access them like an app, receive push notifications, and continue using them offline. However, they still operate within the browser shell and don’t have full access to all device features, especially on iOS.
• SEO and discoverability: Unlike native apps, PWAs are indexable by search engines. They support standard SEO practices and benefit from mobile-first indexing. This makes them more discoverable than apps in a store and a strong option for businesses reliant on organic search.
• Maintenance and updates: Updates are simple and instant — users always get the latest version without needing to download anything. With a single codebase to manage, PWAs reduce the complexity and cost of ongoing maintenance.

How Starbucks Delivers with Progressive Web Apps

Starbucks built a PWA to make mobile ordering accessible in both developed and emerging markets, especially where internet connectivity is limited. The goal was to recreate a native-like experience directly in the browser, allowing users to browse menus, customize orders, and add items to their cart even without an internet connection.

To achieve this, Starbucks used GraphQL to manage complex business logic and caching strategies to enable offline functionality. The result was a fast, responsive PWA just 233KB in size — 99.84% smaller than the 148MB iOS app. It performs faster than their native app and supports a full ordering workflow with animations, nutrition info, and geolocation-based pricing once users come back online.

This PWA has become a core part of their digital ordering experience, reflecting Starbucks’ commitment to accessibility and performance across all markets.

Quick Comparison: Responsive Websites, Native Apps, and PWAs

When evaluating digital solutions, it's essential to understand the prevalence and adoption rates of responsive websites, native apps, and progressive web apps.

Here's a concise comparison, including adoption statistics:

Benefits of Progressive Web Apps

Built to combine the reach of the web with the feel of a native app, PWAs offer real advantages that can impact performance, cost, visibility, and engagement.

Here’s what they can deliver when done right:

• Better engagement without the app download barrier
• Stronger conversion rates
• Offline functionality
• Lower development and maintenance costs
• Faster load times and improved performance
• No app store restrictions
• SEO visibility and discoverability

1. Better Engagement Without the App Download Barrier

PWAs offer an app-like experience without requiring users to install anything. This removes a major point of friction. TikTok, for example, developed a PWA to offer users an app-like experience directly through web browsers.

This approach allows users to access TikTok's core functionalities — such as viewing and interacting with videos — without the need to download the native app. The PWA is optimized for performance, providing a fast and smooth experience even on low-end devices or in regions with limited internet connectivity.

The result: by implementing this PWA, TikTok effectively reduced the friction associated with app downloads, leading to increased user engagement and broader accessibility.

2. Stronger Conversion Rates

PWAs don’t just improve speed and engagement — they drive results. When AliExpress rebuilt its mobile site as a PWA, it saw a 104% increase in conversion rates for new users. This is especially notable in mobile commerce, where user hesitation and slow checkout experiences are common friction points.

The PWA resulted in a twofold increase in pages visited per session and a 74% increase in time spent per session across all browsers — strong indicators that users found the experience more usable and worth staying for.

3. Offline functionality

PWAs allow users to interact with an app even without an internet connection. Starbucks built its PWA with client-side caching, enabling customers to browse menus, view nutrition details, and customize their orders offline. Once back online, users can see location-specific pricing and complete their purchase.

The PWA is also significantly smaller than the native iOS app — just 233KB, 99.84% smaller than the 148MB iOS version — making it faster and more accessible, particularly in emerging markets where internet connections may be unreliable.

4. Lower Development and Maintenance Costs

“PWAs are built using a single codebase, significantly reducing development and maintenance costs compared to native apps,” explains Taimoor Muhammad Khan, CTO at App Corp. “This cost efficiency makes them a strategic choice for scalability and speed.”

Developing a native mobile app can be a significant investment, with costs varying widely based on the app's complexity and features.

For instance, creating a simple app with basic functionalities may range from $30,000 to $50,000 while a complex app with advanced features can cost between $100,000 and $300,000. These figures exclude additional expenses such as updates, platform-specific modifications, and app store submission fees, which can further increase the overall cost.

5. Faster Load Times and Improved Performance

According to Khan, service workers “enable near-instant loading times, even in low-network conditions,” which is crucial for maintaining user engagement — particularly for businesses with high traffic or engagement-heavy use cases.

Brands like Tinder, the popular dating platform, transitioned to a PWA to improve its user experience, particularly focusing on load times and accessibility. The results were significant. After launching its PWA, the app’s load times dropped from 11.91 seconds to just 4.69 seconds.

The new web app was 90% smaller than its native counterpart too. This lighter, faster experience translated into real user behavior shifts: users swiped more, messaged more, and spent longer sessions on the platform.

6. No App Store Restrictions

PWAs don’t have to go through Apple’s App Store or Google Play to be installed — users can access them directly from the browser and save them to their home screen. This bypasses app store approval processes, delays, and commission fees.

While Apple restricts PWAs from its App Store entirely, Android and Microsoft do support publishing PWAs — but it’s optional. You can still reach users without ever submitting to a store, giving you full control over release timing and updates.

7. SEO Visibility and Discoverability

Unlike native apps, PWAs are indexable by search engines — which means your content stays visible and accessible through organic search. They're also built for speed, responsiveness, and mobile optimization, aligning with Google’s Core Web Vitals and mobile-first indexing priorities.

“Being web-based, PWAs are indexed by search engines, driving organic traffic and improving visibility without relying solely on app store rankings,” says Khan.

For instance, Thomas Kent, a UK-based retailer, implemented a PWA and saw significant SEO and engagement improvements.

The brand experienced a 57% drop in bounce rate and 79% increase in revenue from organic traffic. These gains highlight how PWAs — being indexable, responsive, and aligned with Google’s Core Web Vitals — can directly support improved engagement and visibility to boost visibility in search rankings.

Drawbacks of Progressive Web Apps

PWAs offer impressive advantages, but they also come with a few important limitations — especially when compared to native apps. Many of these drawbacks depend on the user's platform, device, and expectations.

• Limited functionality on iOS devices
• Limited access to native device features
• Lower visibility in the App store
• Inconsistent browser support
• Security and data handling risks

1. Limited Functionality on iOS Devices

PWAs on iOS are limited by Safari, the only browser that fully supports them on Apple devices. Key features like push notifications, background sync, and persistent offline caching are either restricted or inconsistent.

There’s also no access to Face ID or Touch ID, and Safari imposes a 50MB storage cap. These limitations can affect usability and performance for iPhone and iPad users, making native apps a stronger choice in iOS-heavy markets.

2. Limited Access to Native Device Features

PWAs have limited access to certain advanced hardware features compared to native apps. Capabilities like Bluetooth, Near Field Communication (NFC), background geolocation, and specific sensors are either restricted or entirely unsupported, particularly on iOS devices.

This limitation can hinder applications that require deep device integration, such as those in healthcare, fitness, logistics, or IoT sectors.

For instance, functionalities like barcode scanning, geofencing, or seamless interaction with wearables may necessitate a native application to ensure full compatibility and performance.

3. Lower Visibility in the App Store

PWAs don’t show up in Apple’s App Store at all, and while they can be listed on the Google Play or Microsoft Store, doing so requires extra work and isn’t common practice. Most users still expect to find apps through app stores — which means PWAs miss out on that exposure by default.

This can impact discoverability and reduce perceived credibility, especially for first-time users. If your acquisition strategy relies heavily on app store searches or rankings, this is a key limitation to consider.

4. Inconsistent Browser Support

PWA performance can vary widely depending on the browser and operating system. On iOS, for example, Safari is the only browser that fully supports PWA features — and even then, support is inconsistent. Browsers like Chrome and Firefox on iOS are required to use Apple’s WebKit engine, meaning they can’t provide full capabilities like background sync or reliable offline caching.

Even across platforms, feature availability depends on the browser version and OS. This lack of standardization forces developers to account for varying levels of support, which complicates testing and may lead to fragmented user experiences.

5. Security and Data Handling Risks

PWAs rely on HTTPS to protect data during transmission, but improper implementation can introduce vulnerabilities. Misconfigured service workers — the scripts that power offline access and caching — can be exploited to serve malicious content or hijack sessions.

Offline storage also presents risks; without proper encryption and access controls, user data cached on devices can be exposed to unauthorized access.

Progressive Web Apps: Pros and Cons at a Glance

When Is a PWA the Right Choice?

Progressive web apps can be revolutionary in the right context. If your business values speed, mobile accessibility, and lower development costs, PWAs are worth serious consideration.

PWAs are ideal for:

• Small businesses and startups with limited budgets that need to go to market quickly.
• eCommerce brands prioritizing mobile conversions and faster checkout (e.g., Alibaba).
• SaaS platforms that want to offer offline access or real-time updates without full native builds.
• Media and publishing companies seeking faster content delivery and longer session times (e.g., Forbes).
• Local service businesses that want to offer booking, menus, or catalogs without requiring an app install.
• Travel and hospitality businesses where offline access (e.g., boarding passes, itineraries) boosts customer experience.
• Developing markets where device storage and data use are limiting factors.

Progressive Web Apps: Final Words

If you're exploring ways to improve mobile engagement without the overhead of full native development, a PWA could be your answer. The right development partner can help you weigh the trade-offs and build a solution tailored to your audience and goals.

Need expert help building a performance-driven PWA? Partner with an agency that understands both the technology and the business strategy behind it.

Progressive Web Apps: FAQs

1. Do PWAs work on all browsers?

PWAs work on most modern browsers, including Chrome, Firefox, Edge, and Safari. However, functionality can vary — particularly on iOS where Safari limits access to features like push notifications and background sync. Developers often use progressive enhancement to ensure a baseline experience across all browsers while offering advanced features where supported.

2. Is a PWA enough for eCommerce businesses?

For many eCommerce brands, yes. PWAs offer fast load times, offline browsing, push notifications, and an app-like experience, all of which can boost conversions and customer engagement. Brands like AliExpress and Starbucks have successfully used PWAs to deliver smooth shopping and ordering experience, especially on mobile.