What is a PWA, and why your business may not need the App Store
Everything you need to understand progressive web apps: how they work, how they differ from a store app and when they are the best choice.
A PWA (progressive web app) is a website you can install on your phone or computer that, once installed, behaves like an app: it has its own icon on the home screen, opens full screen, can send notifications and, in many cases, works offline. The difference is that you don't download it from the App Store or Google Play: you install it straight from the browser.
For the person using it, there is hardly any difference from a traditional app. For the business that builds it, a lot changes: it is built once for every device, it updates instantly and it does not depend on any store's approval.
How a PWA works
Picture a shop that, besides its street location, leaves you a shortcut at home: it is still the same shop, but now it is one tap away. Behind a PWA there are three pieces, described in Google's guide to PWAs:
- A manifest file: the app's ID card. It tells the phone its name, icon, colors and how it should open (for example, without the browser bar).
- A service worker: a small program that runs in the background. It keeps copies of the app so it opens fast and works offline, and it is what receives notifications.
- A secure connection (HTTPS): the condition browsers require before allowing any of the above.
With those three pieces, the browser recognizes that the website can be installed and offers to do it.
PWA vs. store app: the differences
- Built for iPhone and for Android
- The store reviews it
- The user searches the store
- Downloads and installs it
- Every update goes through the store again
- Built once
- Published on the web
- The user opens a link
- Installs it from the browser
- It updates itself
| PWA | Store app (native) | |
|---|---|---|
| How it is installed | From the browser, in seconds | From the App Store or Google Play |
| Storage it takes | Little: only what the browser keeps | Tens or hundreds of megabytes |
| Updates | Automatic, the next time it opens | They must be published, reviewed by the store and downloaded by the user |
| Development | One version for iPhone, Android and computer | Usually one per operating system |
| Cost to publish | None, apart from the domain | Apple charges $99 a year; Google, $25 once |
| Commissions | None | Between 15% and 30% of digital sales inside the app, according to Apple and Google |
| Found on Google | Yes, like any website | No: people search inside the store |
| Access to the phone | Camera, location, notifications and more; some advanced features, no | Full |
Does a PWA work on iPhone?
Yes, but it takes a few more steps than on Android. iPhone and iPad don't show an "Install" button: you open the website and choose "Add to Home Screen" from the Share menu. Since iOS 16.4 (2023) you can also do it from other browsers, such as Chrome, and PWAs added that way can send notifications, as the WebKit team, the engine behind Safari, explains. If the website is only open in the browser, they can't.
Apple also limits some features that Android allows, such as certain Bluetooth connections with other devices or the automatic install prompt. For most business uses (bookings, orders, catalog, notifications) they are not a problem.
How to install a PWA
On Android (Chrome)
- Open the website in Chrome.
- If a prompt to install it appears, tap it. If not, open the ⋮ menu and choose the install option (depending on the version, Install app or Add to Home screen).
- Confirm. The icon appears next to your other apps.
On iPhone (Safari)
- Open the website in Safari.
- Tap the Share button (the square with an arrow pointing up).
- Choose Add to Home Screen and confirm.
On a computer (Chrome or Edge)
- Open the website.
- Click the install icon that appears on the right side of the address bar.
- Confirm. The app opens in its own window and stays in the Start menu or the Dock.
Is a PWA right for your business?
A PWA is usually the best option when:
- You want customers to book, order or buy from their phone without making them look for an app in a store.
- You need to send notifications: appointments, offers, orders ready.
- You have a tight budget and want one app for iPhone, Android and computer.
- You want to be found on Google as well as having the app.
A store app is still better if:
- It is a game or an app with very demanding graphics.
- You need advanced phone features, such as Bluetooth, sensors or running in the background all the time.
- Being in the App Store or Google Play is part of your strategy to get discovered.
For most businesses that serve the public (restaurants, gyms, beauty salons, clinics, shops), a PWA covers what they need with lower cost and less maintenance.
Examples of PWAs you may already use
Several big brands offer their service as a PWA alongside their apps:
- Starbucks, to order from the web.
- Uber, to request a ride from the browser.
- Pinterest and X (formerly Twitter), in their mobile versions.
- Spotify and YouTube Music, which you can install on your computer from the browser.
If your browser has ever offered to "install" a website, you were looking at a PWA.
In short
A PWA is a website that installs and behaves like an app: no stores in between, one version for every device and instant updates. For many businesses it is the simplest way to be on their customers' phones.
If you are considering one for your business, at Vertize Plus Business we build installable web apps for bookings, orders and customer notifications.
Frequently asked questions
Does a PWA need the internet?
It needs a connection the first time and for anything that depends on new data. What the app has stored can open offline, depending on how it is built.
Can a PWA be published on Google Play?
Yes. Android lets you package it for Google Play without rebuilding it. The App Store is harder, because Apple's rules require an app to offer more than a website.
How much does it cost to build a PWA?
It depends on what it does, but a simple PWA costs considerably less than two native apps, one for iPhone and one for Android, because it is built only once.