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Google teams with Magento on Progressive Web Apps to help retailers deliver the right experience

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Google is working with Magento Commerce is working with to help retailers deliver that all important ‘experience’ to consumers by working Progressive Web Apps (PWAs) into the Magento platform.

PWAs blend the best features of websites and mobile applications to offer the responsiveness and glossy experience of a native app through the instant gratification of a mobile browser, while also alleviating the hassle of downloading and installing an app.

According to a May 2017 report from Forrester, mobile web traffic will outpace desktop by 2019, but the mobile web has remained clunky with conversion rates stubbornly low despite optimized “responsive” experiences. Native apps have consistently shown higher mobile conversion rates due to slicker experiences, but few merchants have ample budgets to invest and few consumers bother to download an app simply to make a one-time purchase.

Check out our Guest Opinion from Will Morris, a digital strategy expert at Alchemy Digital on the ways PWAs will change your business here

Magento will collaborate with Google, leveraging Google’s technical expertise and best practice insights as Magento brings native PWA capabilities to the full Magento Commerce community in 2018.

“PWAs are the new standard for building a modern web experience,” says Alex Komoroske, group product manager at Google. “We’re excited to see Magento’s continued investment in the technologies required to create modern shopping experiences.”

“PWAs use the latest browser technologies to meld the accessibility of the web with the presence of the mobile app,” says Jason Wong, research director at Gartner. “It’s only a matter of time before PWAs become the new standard for web interactions, just as responsive design has become the norm rather than the exception.”

By replacing responsive websites with PWAs, merchants will offer faster, application-like experiences for customers, more seamless checkout processes and higher engagement through opt-in push notifications that empower online retailers to promote discounts and product releases. This results in higher conversion rates and top-line growth, but offers a significantly lower total cost of ownership than maintaining separate mobile web and native app experiences. Early adopters like WeGo, Forbes and AliExpress have already seen significant reductions in page load-times, increases in site visits and double-digit increases in conversion rates.

“Magento is committed to helping our merchants deliver commerce experiences that are on the forefront of digital innovation and has a history of delivering leading mobile commerce capabilities that drive top-line revenue growth,” adds Mark Lavelle, CEO of Magento. We see PWAs as a natural evolution of the mobile web, and by working with industry leaders such as Google to develop PWAs, we plan to continue to keep merchants ahead of the curve.”

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