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When you want to reach customers on their phones, there are two main options: a mobile app published on the App Store and Google Play, or a PWA (Progressive Web App) installed from the web. Both work very well in the right scenario; the wrong choice means unnecessary cost.
#What is a PWA?
A PWA is a website built with modern web technologies that users can add to their home screen like an app. It runs in the browser, needs no store approval and works on every device from a single codebase. Offline use and notifications are supported, although some device features may be limited depending on the platform.
#Mobile app options
- Native app: Built separately in Swift for iOS and Kotlin for Android. Offers the highest performance and device access, but requires two codebases.
- Cross-platform app: Tools such as Flutter produce iOS and Android apps from a single codebase. For most business apps, this offers the best balance of performance and cost.
#PWA vs Flutter vs native
| PWA | Flutter (cross-platform) | Native | |
|---|---|---|---|
| Development cost | Low | Medium | High |
| Codebase | One (web) | One | Two |
| In the app stores | No | Yes | Yes |
| Device features | Partial | Broad | Full |
| Updates | Instant | Via store review | Via store review |
| Search engine visibility | Yes | In-store search | In-store search |
#When is a PWA enough?
- For businesses whose content is already on their website and who want to serve it faster on mobile
- For core functions such as catalogues, menus and bookings
- For first versions with limited budget and time
- When traffic from search engines matters
#When do you need a mobile app?
- When being visible in the app stores matters for your brand and trust
- When you rely heavily on device features such as the camera, location, Bluetooth or background tasks
- When you're building a regularly used product focused on loyalty and notifications
- When field teams need a tool that works offline
#What drives the cost
- The number of screens and the complexity of the workflows
- The need for an admin panel and back end (API)
- Integrations such as payments, maps and notifications
- Offline use and data synchronisation
- The store publishing process and maintenance afterwards
#Store review and life after launch
The App Store and Google Play review apps before publishing; materials such as a privacy policy, screenshots and descriptions need to be ready. After launch, regular maintenance should be planned for operating system updates and bug fixes.
To decide on the right approach together, see our mobile app service or tell us about your project.
Frequently asked questions
Is a Flutter app as fast as a native one?
For most business apps, users won't notice a difference. Flutter draws its interface with its own engine and produces compiled code; performance is sufficient except for graphics-heavy edge cases.
Does a PWA work on iPhone?
Yes. It can be added to the home screen from Safari, and notifications are supported for home-screen web apps on current iOS versions. Some device features are more limited than on Android.
Do I need an app if I already have a website?
Not always. If your users don't use you often and regularly, a well-optimised mobile site or a PWA covers most needs.