A progressive web app, or PWA, is a website with the look and feel of, and much of the same functionality as, an installed application on a desktop PC, tablet or smartphone.

While often thought of as a mobile-only innovation, PWAs are seeing increasing support and adoption on desktop, aided by efforts from Microsoft and Google to promote the creation of progressive web apps and encourage best practices.

Initially adopted by a handful of publishers, social networks, ecommerce brands and tech companies, PWAs are now in use by hundreds of brands in sectors from beauty to travel, retail to entertainment, and are being touted as a must-have for ecommerce companies and retailers in particular.

This guide will round up everything a marketer needs to know about progressive web apps, from what they are to their features, pros and cons, and examples of PWAs in action.

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