This has historically meant juggling web and mobile app development, often at great cost and complexity. But a powerful shift is underway.
Progressive Web Apps (PWAs) have emerged as a modern solution that brings app-like functionality to the browser. They work offline, load quickly, can be installed on a device’s home screen, and even send push notifications—all while using a single codebase.
No longer a fringe technology or a fallback for underfunded teams, PWAs are now being embraced by major global brands and nimble startups alike. In 2025, PWAs have firmly gone mainstream, and their momentum shows no sign of slowing.
Understanding Progressive Web Apps (PWAs)
A Progressive Web App is not a specific technology, but rather a set of best practices and capabilities that transform a standard web application into one that behaves like a native mobile app.
To be considered a true PWA, an app must:
- Be progressively enhanced (it works for every user, regardless of browser)
- Be responsive across all screen sizes
- Work offline using a service worker
- Use a web app manifest for installation
- Be served over HTTPS
- Be discoverable as an app, not just a website
In essence, PWAs combine the reach of the web with the immersive experience of native apps—without the need for app store installation or bloated downloads.
Technical Foundations of PWAs
1. Service Workers
Service workers act as a client-side proxy between the web app and the network. They enable features such as:
- Caching static assets
- Background data sync
- Offline functionality
- Interception of fetch requests
Developers can use tools like Workbox to streamline service worker setup and optimise caching strategies.
2. Web App Manifest
This is a JSON file that defines how the app appears when installed on a device. It includes:
- App name and short name
- App icon(s)
- Theme and background colours
- Start URL
- Display mode (standalone, fullscreen, etc.)
The manifest allows the PWA to be launched like a native app, without the browser chrome.
3. Application Shell Architecture
PWAs often use an "app shell" model, where core UI is cached on first load and reused on subsequent visits. This approach creates a snappy user experience and reduces reliance on network availability.
4. HTTPS & Security
HTTPS is mandatory for PWAs—not only for user trust but to enable service workers and secure access to device capabilities.
Security features include:
- Secure handling of push messages
- Protection against man-in-the-middle attacks
- Enforced origin isolation
Why PWAs Are Becoming the Norm
1. Cost-Effective Development
Building and maintaining separate codebases for iOS, Android, and web is expensive. PWAs offer a unified solution. You develop once with standard web technologies and deliver across all platforms.
This efficiency is a game-changer for:
Startups with limited budgets
Organisations wanting to shorten time-to-market
Enterprises looking to streamline their digital strategy
2. App-Like Experience, Without the Store
PWAs can be launched from the home screen, run in full-screen mode, and operate offline—all without the need to go through the App Store or Google Play.
This gives businesses:
- Complete control over deployment timelines
- Freedom from app store policies and fees
- A faster update cycle (changes go live immediately)
3. Superior Performance
PWAs are built with performance in mind. Through smart caching, lazy loading, and network resilience, they offer:
- Fast initial load
- Smooth transitions
- Minimal data usage
Sites like Twitter Lite and Forbes PWA are under 1MB in size and load in under 5 seconds, even on slow 3G connections.
4. Broader Reach and Accessibility
PWAs run in the browser, making them instantly accessible on virtually any device—phones, tablets, desktops, even smart TVs. This dramatically increases reach, particularly in:
- Regions with low internet speeds
- Countries where app store access is limited
- Older devices with limited storage or processing power
In many developing markets, a fast, lightweight PWA can outperform a heavy native app in terms of user retention and accessibility.
High-Profile Examples and Case Studies
Twitter Lite
Twitter built a PWA to cater to users with slow internet and limited device storage. The result:
- 65% increase in pages per session
- 75% increase in tweets sent
- 20% decrease in bounce rate
Pinterest’s mobile web experience was poor before moving to a PWA. After launching:
- Time spent on site increased by 40%
- Ad clickthrough rate went up by 44%
- Core engagements rose by 60%
Spotify
When Spotify's native iOS app faced policy friction with Apple, the company began pushing its PWA. It now offers nearly the same experience, directly in-browser, without App Store limitations.
These case studies prove that PWAs are not a fallback—they’re a strategic choice.
Strategic Benefits for Businesses
- SEO Optimisation: Unlike native apps, PWAs are fully indexable by search engines.
- Fast Rollouts: Updates are pushed instantly—no app store resubmissions or user downloads required.
- Lower Acquisition Friction: No need to visit an app store. Users can “install” in one click from the browser.
- Better Analytics: With one codebase, you can consolidate analytics and focus on user flow across all devices.
Current Limitations and Challenges
While PWAs have come a long way, there are still some challenges to consider:
iOS Limitations
Until recently, iOS lacked support for core PWA features like push notifications. As of iOS 16.4, many of these gaps have been addressed, but some limitations remain:
- No background sync
- Limited offline storage
- Restrictions around install prompts
Device API Access
Some device-specific features (like Bluetooth, advanced camera controls, NFC, or biometric authentication) are still limited in the web environment, though projects like Project Fugu are actively bridging the gap.
Lack of Store Discoverability
Since PWAs aren’t distributed via major app stores (by default), they rely more on web traffic, social media, and other forms of digital marketing to attract users.
How to Get Started with PWAs
Step 1: Build a Responsive Web App
Start with a solid, mobile-friendly web app using HTML, CSS, and JavaScript.
Step 2: Add a Web App Manifest
Create a manifest.json file with basic metadata and link it in your HTML <head>.
Step 3: Register a Service Worker
Use JavaScript to cache static assets and enable offline access. Google’s Workbox library simplifies this process.
Step 4: Test with Lighthouse
Use Chrome DevTools’ Lighthouse tool to audit your PWA for performance, accessibility, and compliance with best practices.
Step 5: Encourage Installation
Use beforeinstallprompt to detect when the user is eligible to install your PWA and offer a custom install prompt.
The Future: What’s Next for PWAs?
The next few years will be pivotal for PWAs. Key developments on the horizon include:
- Deeper OS integrations (e.g. file system access, native share APIs, camera APIs)
- Unified app marketplaces like the Microsoft Store embracing PWAs
- WebAssembly powering more complex, high-performance browser-based applications
- More support for background services and notifications on iOS
As browser capabilities expand, the web will continue to rival native environments—making PWAs the go-to solution for digital experiences of all types.
The Web Reimagined
PWAs represent a paradigm shift. They empower businesses to build once, deliver everywhere, reduce development overhead, and provide users with fast, reliable, and engaging experiences - regardless of device or network condition.
As companies strive to reach more users with less complexity, and as modern browser capabilities catch up to native app expectations, PWAs are becoming not just a viable choice - but the preferred one.
In 2025, the question is no longer whether to adopt PWAs - but how quickly you can implement them to stay competitive.