Page 20 - AeM_August_2019

RESEARCH, ANALYSIS & TRENDS

Progressive Web Apps - the future of eCommerce

There is currently no avoiding of one hot topic in e- The stored content allows to use the PWA completely
commerce, namely Progressive Web Apps (PWAs). But offline, like a traditional native app. And as soon as the
what are PWAs PWA is back online, the content updates. So, the
boundaries between responsive websites and native
Technically speaking, PWAs are not even apps, they're apps seem to increasingly lose ground.
web applications that combine the power of traditional
web pages with the functionality of native apps. You The faster load times in areas with poor network
must awake to the fact that the majority of internet users coverage can quickly become a competitive advantage
access the web via mobile devices to understand the for retailers. Or the other way around: if PWAs are the
need for such solutions. standard in a few years, traders will not get around
using the technology unless they want to fade away.
If you want to reach this mobile target group as a
retailer, you have to offer both a mobile website and an Many e-commerce platforms now offer the opportunity
app in addition to the desktop version. This goes hand in to develop PWAs, but mostly rely on third-party
hand with a considerable development effort. solutions. Magento has invested with its PWA Studio as
the only platform in a separate PWA integration. With
This is where Progressive Web Apps come into play: the tool, traders and developers can implement all the
they can be accessed via a URL and at the same time functions that the future technology offers. Companies
provide offline functions. So, PWA can be used as a that rely on the Magento solution benefit from
website and as an app, eliminating the multiple integration with the Adobe Experience Cloud. Not only
development effort. In addition, PWAs significantly can merchants use Magento to develop a PWA for their
improve the customer experience and help merchants store, but they can also access Adobe's Analytics,
increase their conversion rate. Advertising, and Marketing Cloud. This gives them the
tools they need to analyze traffic and customer data,
One main reason why potential customers are leaving a intelligently networked advertising, and effective
website, is slow loading time, which can also be solved marketing. Magento’s offer was previously geared
by PWAs, since they store content in the cache. The mainly towards large companies but now plans to offer
advantage is that not the entire website must be loaded, tailored and affordable packages for medium-sized
but only a part of the content. In areas with poor network businesses in the future, too. ◊
coverage, this already leads to a considerable reduction
of loading time. By Daniela La Marca

20 August 2019 - Predictive Algorithms, Programmatic & Native Ads