This path started out very nightmarish (circa 2020) but it's going much smoother today. One of our customers actually came back to us with a slightly improved process based upon the one we gave them. They switched from iPad to Surface Go and used some extra endpoint management to make the PWA experience into a sort of kiosk mode.
The #1 constraint for us is the quality of the environment-facing camera and the level of access we have to its capabilities via the browser. iOS/Safari started out extremely weak on this but is quite good today. I can get a solid 2k environment scan at 30fps from the rear facing iPad camera in Safari today. Things like 2D barcode scan and document capture are 100% feasible now. These items used to make us extremely nervous on product demos but we don't worry anymore.
We almost capitulated and went back to native iOS apps because of the camera issues, but the pain of maintaining a native build chain when you are otherwise a 100% Microsoft shop (with barely 3 developers) was pushing back hard too. We were signing enterprise IPAs for all of our clients for half a decade before we switched to web/PWA. I will never go back to native apps. I'll find a different career path and hobbies if the web goes away.
I don't have a clean answer for B2C other than... I use HN and Twitter in Safari and I don't even process that it's not a native app. Neither of these web properties had to spend a single second worrying about a native app to acquire my business.