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How AliExpress Boosted Conversions by 104% with a PWA

  • 22/05/2025

To stand a chance in the fast-moving world of E-commerce, it is critical to make sure customers have a positive and engaging experience when using mobile devices. Global retail marketplace AliExpress, which is part of Alibaba Group, understood this need and began a change process by implementing the Progressive Web App (PWA) approach. Such changes not only improved user interaction but also resulted in a phenomenal rise in conversion rates in new users of about 104%.

Merging the Best of Native Apps and Web Accessibility

AliExpress aimed to leverage the technological resource that currently occupies the intermediate position of having as wide availability as the Web while possessing as many functions as native applications. Their aim was to offer a quick and efficient experience for individuals whose devices and networks did not affect their performance. When designing PWA, they offered the users a clear experience via web browsers as if they were operating with applications installed on a device. This approach means that users were able to obtain extensive features of all the products that AliExpress had in its inventory with speed and interactivity.

Technical Features Enhancing User Experience

The AliExpress PWA incorporated several technical features to elevate the mobile user experience:

  • Push Notifications: These real-time notifications educate users on order status, specials, and other custom offers and thereby encourage more visits.
  • Add-to-Home-Screen Capability: By using a similar concept as the PWA, users are able to place the AliExpress home screen icon on their device’s screen, thereby allowing consumers to easily open the application without actually installing the app, taking up storage space.
  • Reduced Load Times: In essence, the caching strategies as well as the nicely optimized content delivery made it very possible for the PWA to get the page loads pretty quickly irrespective of the availability of network connection. This speed was important especially to keep user engaged and minimizing on the bounce rate.
  • Enhanced Responsiveness: The PWA was declared to be, or was expected to be, very responsive to changes in screen size and the orientation of the screen, meaning that no matter the device used, either mobile, tablet, or other, the interface would be similar.

Impressive Results Following PWA Implementation

The transition to a PWA yielded significant positive outcomes for AliExpress:

  • Conversion Rates: The new users’ conversion rates have rocketed by 104%; iOS conversions became even 82% higher, all across the browser.
  • User Engagement: The average time spent per page, the cumulative number of pages seen per session, all went up and the time spent per session nearly doubled, showing users were engaging with more products/content per visit.
  • Session Duration: Total time spent per session rose to almost 74% as compared to the earlier statistics while browsing through all the four browsers and the experience was more satisfying.

Conclusion

This case of AliExpress shows how PWAs help organizations conquer new heights in the E-commerce industry; combining the features of native apps with web accessibility solves many problems that negatively impact user engagement/conversion rate. Through speed, interactivity, and user-oriented elements that dominate the growth of AliExpress, the company has not only expanded the convenience of mobile interfaces but also made a great impact on its business. This case represents a great success story for other E-commerce sites that strive to improve their mobile experience and engage users at a new level.

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