PWA vs Native App: Which Should You Choose?
Posted by Julia Morrissey on Feb 26, 2024
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Over the last decade, consumers have switched to using mobile as a primary device for browsing and shopping. In fact, a recent survey found one in three consumers prefer mobile shopping apps to all other channels. As a result, many fashion brands are increasingly investing in their mobile strategy.
There are pros and cons to using a PWA vs native app. Both are better than a standard website, and ideally, a brand would have both, so the question is which should you invest in first?
Below, we take a detailed look at PWA vs native apps in order to answer that question.
Progressive web apps are websites styled to look like apps. They are written using common web technologies such as HTML, CSS, and JavaScript. Additionally, they run inside a browser or can be installed on a device.
Once installed, you can access the app from the home screen of the mobile device and open it without a browser window, creating the look and feel of a native app. Many popular websites now offer this functionality, including Twitter, Pinterest, and Uber.
A native app is created using a particular platform’s native coding languages. Therefore, it takes advantage of all the features of the device it runs on. The app is downloaded from the app store and then installed on the mobile device, where it can be accessed from the home screen.
The main differences between progressive web apps and native apps are in their platform compatibility and installation methods.
PWAs, designed to operate within web browsers, offer cross-platform compatibility, enabling users to access them seamlessly across various devices. In contrast, native apps are platform-specific, requiring separate development for iOS and Android, and must be downloaded from dedicated app stores.
PWAs have a streamlined installation process, accessible directly from the web browser without the need for app store approval. Native apps, on the other hand, require approval before being published on platforms like the Apple App Store or Google Play Store.
Additionally, PWAs excel in frictionless updates, as changes are implemented server-side, ensuring users always access the latest version effortlessly. Native apps, in contrast, require manual updates through app stores, potentially leading to delayed user adoption of new features and improvements.
Overall, these distinctions impact development workflows, cost, user accessibility, and the overall user experience.
| PWA | Native App | |
|---|---|---|
| User Experience | Looks like a native app but less functional | Visually appealing, easy to use, highly functional |
| Customizability | Less customizable | Highly customizable with unique features |
| Installation | No installation required, runs on mobile device’s browser | Required (expect for mini apps like an App Clip) |
| Push Notifications | Not available for iOS | Available for all devices |
| Geofencing | Not available | Available |
| Shareability | Can be shared with a URL | Users need to visit the app store |
| Cost to Develop | Less expensive, only need one team | More expensive, need separate teams for iOS and Android |
| Time to Develop | Limited time required | More time required to create and to get app store verification |
| Load Time | Slower | Faster |
| Battery Consumption | Uses more battery | Doesn’t consume much battery |
| Security | HTTPS encryption | Improved privacy and security, two-factor authentication |
| Inter-app Communication | Can’t communicate with other apps on device | Can communicate with other apps on device |
| Offline Mode | Limited | Can function offline |
| Updates | Does not require users to update | Requires users to update |
When it comes to native vs progressive web apps, for retail brands, a native app is a better initial investment. Below, we highlight why we recommend a native vs progressive web app.
Push notifications are an easy and seamless way to engage and communicate with customers. These real-time alerts appear on the user’s screen, enabling a brand to put vital marketing messages and updates front and center for the customer. Even if they don’t have the app open.
These notifications can be in text or video format, and using them can increase engagement with your app, boost user retention, and increase conversion rates.
But, to use this marketing technique effectively, you need a native app. PWAs can serve push notifications to Android devices, but not to iOS devices, losing a vital share of the market. A native app is the only way to engage with your entire audience using push notifications.
When marketing a fashion brand, visuals are absolutely key. Not only does a native app provide a significant performance increase for data-heavy visual content, but it also enables features that would be difficult or impossible on a mobile website or PWA.
For example, fully shoppable video lookbooks enable brands to showcase their products while offering customers the opportunity to make a purchase decision at any time. And because the content is preloaded, it’s available immediately. Providing similar functionality on a PWA would be technically challenging and time-consuming.
A native app also has geofencing capabilities which enable developers to set up virtual boundaries. When users step inside these boundaries, such as your physical store, the app can trigger phone actions. A location-based activated store mode allows you to make it even easier for customers to pick up orders, scan products, and interact with store associates.
Providing customers with more communication and a better user experience leads to superior conversion rates for native apps when compared to mobile websites and PWAs. NewStore customer PME Legend experienced a 38% conversion rate lift when upgrading its old mobile website to a PWA. However, with a native app, it recorded a conversion rate 2.6x that of its PWA (a 160% increase) and 3.6x higher than its old mobile website (a 260% increase).
Native apps often benefit from robust security measures, providing a secure environment for handling sensitive customer information, such as payment details. This can contribute to building trust among users, crucial for successful retail transactions.
If, like many businesses, you already have a website, but don’t have an app, your mobile strategy is missing a vital source of traffic. Your next step is to invest in a native app.
A native app will provide another entry point for new customers. Even more, it’ll give a faster and more complete experience to returning ones.
When building or deploying a native app, it is critical to have features and performance capabilities that showcase products effectively and create unique customer interactions.
Some features to consider:
NewStore Shopping Apps help brands radically enrich their brand experience online, in-store, and on mobile. Reach out to one of our app experts to learn how you can launch a native app in 6-8 weeks.
