I feel it's too late to escape the web browser being established as an application distribution platform - though if you're building a document, then you it to your users and your own dignity, to make it like a document, not an application. Most websites are more like documents than apps.

But my comment applies to apps as well - just because you need to write actual software, doesn't mean you should throw away sensible engineering, and produce a bloated, user-hostile, spying & battery-devouring monster. Yet this is what seems to be coming out of most web shops these days.