PWA – Progressive Web App
A website that behaves like an app — fast, works offline, and can be added to the home screen. Cuts load time by 50%+ and increases engagement and CR on mobile.
In practice
A PWA offers the best of both worlds — app-like speed without an app-store download. A customer adds it to their home screen and gets an app-like experience. Especially valuable for stores with high mobile traffic.
Common misconception
'A PWA is an app.' A PWA is a website, not an app. No app store, no Apple/Google approval needed. Advantage: instant deployment and seamless updates. Downside: not all device APIs are accessible (camera, NFC), and iOS support is limited.
How to fix it
PWA not working? (1) Check HTTPS — mandatory for a PWA, (2) check the service worker — the technical foundation of a PWA, (3) check manifest.json — defines the home-screen experience, (4) run a Lighthouse audit in Chrome DevTools.
Example
A gadgets store: 70% mobile traffic, mobile CR 0.9% vs. desktop 2.8%. Switching to a PWA raised mobile CR to 1.8%. Load time went from 4.2s to 1.8s — an extra $12,500/month in revenue.
Priority
Consider a PWA if: (1) mobile traffic exceeds 60%, (2) mobile LCP exceeds 3s, (3) mobile CR is much lower than desktop. Tools: Shopify PWA apps, Magento PWA Studio.
Related terms
Keep learning. Metrics that touch the same area:
- Core Web VitalsSEOThree site performance metrics: LCP (main content load < 2.5s), INP (interaction responsiveness < 200ms), CLS (visual stability < 0.1). Google factors these into rankings.
- Headless CommerceTechAn architecture that separates the front end (what the customer sees) from the back end (catalog, payments, inventory). Gives full freedom in design and channel integration.
- Push NotificationsTechMessages sent directly to a user's browser/app without email. Open rates: 7-12% (2-3x higher than email). Requires explicit opt-in. Tools: OneSignal, PushOwl.
- API – Application Programming InterfaceTechA 'language' for communication between systems. A store connects via API to shipping providers, Klaviyo, and payment platforms. The API is the 'pipe' through which data flows.
- CRM – Customer Relationship ManagementTechA system for storing customer data, communication history, and purchase history. Enables segmentation, personalization, service tracking, and lifecycle management. HubSpot, Salesforce, Klaviyo.
- CDP – Customer Data PlatformTechConsolidates customer data from multiple sources into a unified real-time profile. More advanced than a CRM — pulls behavioral events and enables instant segmentation.
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