As an ecommerce marketer, what could you do with these kind of notifications on the web? The obvious ones are are discounts, offers, and basket abandonment:

But these notifications could be used for more transactional messages as well, such as:

(And here’s what it looks like on Android):

So when it is coming?

Right now, hardly any browsers support web push. The only browser that’s currently supported and live right now is Safari on OSX. That will soon change, however! Chrome is in beta, and Firefox is likely to follow in a few months time.

Chrome and Safari have a combined browser share of 49%, so this technology is going to be very real, very soon.

“Just as [mobile app] push notifications have evolved to become a ubiquitous form of communication for timely, high-interest data, the same will be true of web push.”