The Rise of PWAs: Why Websites Must Act Like Apps in 2025

The world continues to favor mobile and tablet browsing; by 2025-2026, mobile platforms are expected to account for over 60% of global web traffic, making mobile-first experiences the new standard expectation for all users.

Installable web experiences, mainly through Progressive Web Apps (PWAs), provide a practical way for companies to boost user engagement and conversions without needing to make users download multiple apps.

PWAs have become much of the engagement that native applications have to offer (home-screen icons, push, offline mode, and background sync) and possess the distribution and SEO benefits of the web. 

Investing in progressive web app development services and custom PWA solutions can make sense to many businesses because they reach the widest possible audience in the shortest amount of time and spend minimal resources on platform-specific builds.

What are installable web experiences?

Installable web experiences are sites or apps that can be installed on browsers (desktop and mobile), whereby users can be added to the home screen or a shortcut to the taskbar and then be run in an application-like standalone window. Technically, a web app that can be installed traditionally utilizes:

• A Web App Manifest (name/icons/start_url/display JSON metadata).
• A registered service worker (offline caching, push handling).
• Safe transmission through HTTPS, which is required for most APIs.

How they differ

• A typical site is viewed in a browser window and lacks much offline functionality; it also lacks a re-engagement toolset.
• Installable web applications (PWAs) are web applications that can be added to the home screen, support push notifications, and function offline. Search engines also index them.
• A native application is downloaded through application stores and has more access to the operating system and hardware capabilities, but it is pricier to develop and distribute.

Current browsers (Chrome, Edge, and progressively Safari/iOS) offer install dialogues or just basic install sequences. Stronger in 2025 than ever before, the pragmatic usefulness of PWAs has been anchored on recent platform developments (such as web push additions by Apple and published flows by Microsoft).

Key benefits of installable web experiences

App-store friction-free, native-like interaction

Browsers are able to install your product, avoiding onboarding friction and retaining the discovery flow of web-native (links, SEO). Home-screen icons and install prompts provide the appearance of an app without a binary to install.

Single codebase, cross-platform coverage

There is a single web codebase that is used on Android, desktops, and, to some degree, iOs. That significantly saves on development and maintenance expenses compared to several native builds (perfect in a team that provides professional web development services).

Offline resilience and reliability

Service workers make flaky networks dependable and swift, which is essential in markets where mobile connections are costly or unreliable.

Discoverability + SEO

PWAs are still web pages with search engine reach; therefore, you have organic reach in addition to application-like retention features.

Re-engagement (vertical mobile & desktop re-engagement is now feasible)

Traditionally focused on Android and desktop, web push support was introduced with iOS 16.4, allowing Apple to implement this feature in Home Screen web applications, which will enhance push-based re-engagement for iOS users in 2025. (Nuances of implementation and some bugs on the platform are still there, but it is safe to test it out.)

Performance & conversion uplifts

The PWA rollouts are still projected to prove a favorable business ROI in 2025. The real improvements in the timing of sessions, conversions, and data use of many brands can be witnessed in modern case lists and directories of PWA examples that are being updated in 2025. Note: Please refer to the curated lists of PWA examples for 2025-2026.

Easier distribution to desktop stores

Microsoft cleaned up published flows of PWA (PWA Builder + Microsoft Partner Center) and in 2025 removed a few friction/fee obstacles, now requiring fewer hoops to distribute PWAs into the Microsoft Store, which provides desktop distribution. This is a new channel advantage to web-first apps.

Adoption in industries, recent use cases and signals from 2025-2026

You can use new 2025/2026-related signals and cases in decision-making rather than stick to the older examples that are considered classic:

• The Goibibo case study shows that using PWA led to high conversion rates, proving that the travel industry still benefits the most from offline and reliable booking methods.
• Big e-commerce platforms and marketplaces, such as AliExpress and other enterprises that partner with large retailers, are still experiencing gains in conversion rates and session durations after transitioning to PWA paradigms. Industry roundups and posts will reference these successes to bolster the current claims of PWA ROI. 
• In the content and media sector, publishers and newsrooms are continuing to adopt PWAs to enable offline reading and to re-engage users through notifications. Publishers are adopting web push notifications, including for iOS, to enhance subscription rates and improve user retention.
• Discovery/social/catalog apps: Pinterest and other apps continue to have web-first experiences where the features of PWA are used to maintain discovery and low-friction sharing in the 2025 listing roundup.

In 2025-2026, PWAs are not a niche experiment; they are a viable option for businesses that prioritize reach, conversion, and reduced time-to-market.

Must-have features of modern PWAs : Technical checklist

If you are using PWA development services or other custom PWA solutions, it's crucial to ensure their proper implementation

• The manifest.json file should include one or more icon sizes, specify the display mode (standalone or fullscreen), and define the start_url and scope.
• Service workers—dynamic endpoint cache-first, shell cache-first, cache invalidation, and network-first.
• Push notifications involve integrating the Push API with a subscription flow, implementing segmentation, and ensuring a user-friendly permission experience; for iOS, this requires installation on the Home Screen.
• The user interface (UI) is designed to be mobile-first, accessible, friendly for keyboard and screen readers, responsive, and overall accessible.
• PWA measures analytics, including tracking installs, adding to homes, push opt-ins, offline success rate, cache hit ratio, and LCP/INP.
• Install UX — beforeinstallprompt and offer fallback to non-autoprompt browsers.
• Gradually introduce feature gating, ensuring the availability of tests and providing a graceful fallback for invalid APIs.

The ultimate guide to making your site an installable web experience (step-by-step, code, and tips)

Minimal viable PWA (MVP) checklist

1. Serve everything over HTTPS.
2. Add a manifest.json and link it from .
3. Enroll a service worker to store essential assets and a reasonable offline backup.
4. Implement a lightweight install CTA using beforeinstallprompt.
5. Add installs and push subscription analytics events and measure LCP/INP.
6. Test on Android/Chrome/Edge, iOS (installed mode and home screen behavior) on Safari and desktop. Run manual UX tests, Use Lighthouse or PageSpeed.

Short, pragmatic service-worker pattern (cache shell + network-first APIs)

const SHELL_CACHE = 'shell-v1';
const SHELL_ASSETS = ['/','/index.html','/styles.css','/bundle.js','/offline.html'];

self.addEventListener('install', evt => {
  evt.waitUntil(caches.open(SHELL_CACHE).then(cache => cache.addAll(SHELL_ASSETS)));
});

self.addEventListener('fetch', evt => {
  const req = evt.request;
  if (req.url.includes('/api/')) {
    // network-first for dynamic API
    evt.respondWith(fetch(req).catch(()=>caches.match('/offline.html')));
  } else {
    // cache-first for static files
    evt.respondWith(caches.match(req).then(r=>r||fetch(req)));
  }
});

Install prompt example

let deferredPrompt;
window.addEventListener('beforeinstallprompt', e => {
  e.preventDefault();
  deferredPrompt = e;
  // show UI: your 'Install' button
});

installBtn.onclick = async () => {
  if (!deferredPrompt) return;
  deferredPrompt.prompt();
  const choice = await deferredPrompt.userChoice;
  deferredPrompt = null;
  // record analytics on 'choice.outcome'
};

Here are the typical errors encountered in real life that should be avoided.

• Caches are not invalidated—stale content is shown to the users.
• Avoid prematurely requesting push or permissions—only do so when the value is clear.
• Disregarding iOS dissimilarity, experiment with add-to-home and web-push conduct.
• Use PWA as a responsive site; without the service worker, you would lose the benefits of installation and offline functionality.

What are the realistic expectations for advanced capabilities in 2025-2026?\

Web platform APIs have reached maturity and are becoming more viable to build production PWAs.

• iOS Web Push (iOS 16.4+) enables cross-platform Web Push functionality, which has some limited behavior and edge case bugs; therefore, while adopting iOS push is recommended, it is important to test the flows and user experience thoroughly.
• Background Sync and Periodic Sync are useful for ensuring that content is updated and uploaded later; they are supported by variable feature detection.
• File System Import and Native File operations allow web applications to function like desktop applications, making them suitable for excellent editors and business applications.
• WebAssembly (WASM): execute compute-intensive code (CAD, image processing, games) in a PWA at almost native speed.
• Store distribution: PWA Builder + Microsoft/Google packaging flows can be distributed in the Microsoft Store and Google Play. Docs were recently updated on PWA publishing in Microsoft. Microsoft has changed their developer policy to allow PWAs to be distributed through the store more easily in 2025 (fees and easier publishing), which makes the store more appealing to PWAs.

Beyond PWAs—the future trends and the signals of 2025

• OS + Browser convergence—Browsers and OS vendors will keep on adding PWA-friendly features (taskbar integration, improved system-level stewardship). With recent pushes by Microsoft, desktop PWA distribution is now easier.
• Greater iOS maintenance (with conditions) Apple is trying to follow EU rules and is expected to provide more details, showing that the company is trying to balance regulations, security, and what developers want; while iOS web features (like web push) are available, they might work differently than on Android.
• AI personalization within PWAs—expect further client-side and hybrid personalization (model inference on the edge or the server) to be manifested within installable web experiences.
• WASM + PWA as desktop-class programs WASM can even implement compute-intensive (high-performance) applications like photo/video editors and design tools in PWAs.

Deciding if your business needs an installable web experience (practical guidance)

Build a PWA when:

• You are mobile first or mobile heavy (retail, travel, classifieds, local services).
• SEO and reach are important, as well as engagement.
• You desire one inexpensive engineering investment rather than simultaneous indigenous apps.
• You require offline stability and rapid recovery.

Choose native when:

• You need extensive hardware integration (low-level telephony, enhanced AR/VR and customized access to the GPU).
• AAA games or desktop-grade media apps require the highest sustained performance.

Hybrid solution: In most cases, businesses use a PWA to reach a wide audience and a native app to attract power users (or advanced features). It is a pragmatic trend that saves time-to-market and maintains premium device-level UX.

Practical KPI checklist & launch metrics

Monitor the following KPIs when introducing a PWA or revamping a website:

• Performance: LCP, INP (or FID), TTI.
• Interactions: Daily/Monthly Active User (DAU/MAU), Sessions per user, and user session duration.
• Checkout: conversion rate, push-to-cart conversion rate, and recovered carts.
• Re-engagement: push opt-in rate, push open rate, push click-conversion rate.
• Install behavior: add-to-homescreen count, install acceptance rate
• Technology: offline success rate, service worker failure rate, cache hit ratio.

The examples in the case studies indicate significant growth in percentages; e.g., in Goibibo and AliExpress, the sessions, conversions, and bounce rates improved significantly with the introduction of PWAs.

Comparison: Website vs PWA vs Native App (summary)

Frquently Asked Questions

What is an installable web app?

A valid Web App Manifest, a registered service worker, and an HTTPS context are essential components of an installable web app. The browser also uses heuristics to present install prompts

Do PWAs have a place in app stores?

Yes: Google Play offers trusted wrappers, Microsoft provides direct packaging and publishing of PWAs to the Microsoft Store, and tools like PWABuilder automate packaging. The App Store of Apple is more restrictive, which means that developers either wrap PWAs or use Safari home-screen installation and web push when necessary.

Will native apps be phased out?

No. PWAs are substituting numerous transactional, content and commerce applications, where reach and cost are the most important. Native applications are still required for very deep integration of OS, hardware, and a few high-performance applications.

Are PWAs secure?

Yes, PWAs need HTTPS and can be secured by the use of established web security tools; in sensitive apps, PWAs can be strengthened with strong authentication (WebAuthn), encrypted data storage patterns, and server-side controls.

InShort Summary

Web experiences are business-ready in 2025. Most recent cross-platform push support (iOS 16.4+), better store packaging and publishing (Microsoft and Google flows), and continued PWA success stories in the travel, retail, and media industries indicate that there has never been a better case to turn a performance-intensive site into an installable PWA. 

We design and deliver professional web development services, including PWA development services that cover UX, service worker strategy, push & analytics, and optional store packaging. We help you choose the right balance between PWA and native, implement the essentials.