'We want an app' is usually not the first question. Start with the behaviour you want to enable. For many small-business use cases a PWA can be cheaper and faster to ship; native wins when hardware, background processing or App Store distribution is genuinely required.
1. What a PWA actually is (no buzzwords)
A Progressive Web App is a website that behaves like an app: installable on the home screen, works offline, push notifications, native-like UI. One codebase for iOS, Android and web. No App Store needed, visitor taps 'Add to home screen'.
2. Cost comparison (realistic 2026 ranges)
- PWA (1 codebase): €8,000–25,000 build · €0–500/month maintenance
- Native (iOS + Android, 2 codebases): €40,000–120,000 build · €1,500–4,000/month
- Cross-platform (React Native/Flutter): €20,000–60,000 build · €800–2,000/month
3. When a PWA is enough (most small businesses)
- Order / book / reserve via your site
- Client portal with invoices, projects, tickets
- Webshop with checkout
- Loyalty program, discount codes, push notifications for offers
- Dashboard for internal workflows
4. When you actually need native
- Bluetooth/NFC/hardware integration that doesn't work via web on iOS
- Continuous background tracking (sports apps, GPS routes for hours)
- App Store as marketing channel (B2C product with search volume in the Store itself)
- Apple/Google Pay native integration in high-volume checkout flows
5. The hidden App Store costs
Native distribution brings ongoing platform accounts, store policies, review processes, release management and potential commissions. A PWA can ship directly through the web, but has less access to some platform capabilities on certain devices.
6. The installation paradox
An app does not automatically feel more professional. Every installation step adds friction, while a PWA opens directly from a link and can be installed afterwards. Choose based on repeat use and required capabilities, not the app icon alone.
7. How we usually advise
Start with a PWA. Measure for 6 months how often users install it, how often they return, what they miss. If a real hardware blocker or significant App Store demand emerges, then native. Building on gut feeling ('customers want an app') leads to expensive projects nobody uses.