diff --git a/packages/e2e-test/package.json b/packages/e2e-test/package.json
index 10e4cb3c47..74f9443d51 100644
--- a/packages/e2e-test/package.json
+++ b/packages/e2e-test/package.json
@@ -37,7 +37,6 @@
     "handlebars": "^4.7.3",
     "mysql2": "^2.2.5",
     "pgtools": "^1.0.0",
-    "puppeteer": "^17.0.0",
     "tree-kill": "^1.2.2"
   },
   "devDependencies": {
diff --git a/packages/e2e-test/src/commands/run.ts b/packages/e2e-test/src/commands/run.ts
index 6cca0fb987..ba2d81d568 100644
--- a/packages/e2e-test/src/commands/run.ts
+++ b/packages/e2e-test/src/commands/run.ts
@@ -20,13 +20,11 @@ import fetch from 'cross-fetch';
 import handlebars from 'handlebars';
 import killTree from 'tree-kill';
 import { resolve as resolvePath, join as joinPath } from 'path';
-import puppeteer from 'puppeteer';
 import path from 'path';
 
 import {
   spawnPiped,
   runPlain,
-  waitForPageWithText,
   waitFor,
   waitForExit,
   print,
@@ -42,6 +40,7 @@ const paths = findPaths(__dirname);
 
 const templatePackagePaths = [
   'packages/cli/templates/default-plugin/package.json.hbs',
+  'packages/create-app/templates/default-app/package.json.hbs',
   'packages/create-app/templates/default-app/packages/app/package.json.hbs',
   'packages/create-app/templates/default-app/packages/backend/package.json.hbs',
 ];
@@ -66,8 +65,11 @@ export async function run() {
   print('Creating a Backstage Backend Plugin');
   await createPlugin({ appDir, pluginId, select: 'backend-plugin' });
 
-  print('Starting the app');
-  await testAppServe(pluginId, appDir);
+  print(`Running 'yarn test:e2e' in newly created app with new plugin`);
+  await runPlain(['yarn', 'test:e2e'], {
+    cwd: appDir,
+    env: { ...process.env, CI: undefined },
+  });
 
   if (
     Boolean(process.env.POSTGRES_USER) ||
@@ -297,15 +299,6 @@ async function createApp(
       await runPlain(['yarn', cmd], { cwd: appDir });
     }
 
-    print(`Running 'yarn test:e2e:ci' in newly created app`);
-    await runPlain(['yarn', 'test:e2e:ci'], {
-      cwd: resolvePath(appDir, 'packages', 'app'),
-      env: {
-        ...process.env,
-        APP_CONFIG_app_baseUrl: '"http://localhost:3001"',
-      },
-    });
-
     return appDir;
   } finally {
     child.kill();
@@ -381,63 +374,6 @@ async function createPlugin(options: {
   }
 }
 
-/**
- * Start serving the newly created app and make sure that the create plugin is rendering correctly
- */
-async function testAppServe(pluginId: string, appDir: string) {
-  const startApp = spawnPiped(['yarn', 'start'], {
-    cwd: appDir,
-    env: {
-      ...process.env,
-      GITHUB_TOKEN: 'abc',
-    },
-  });
-
-  let successful = false;
-
-  let browser;
-  try {
-    for (let attempts = 1; ; attempts++) {
-      try {
-        browser = await puppeteer.launch();
-        const page = await browser.newPage();
-
-        await page.goto('http://localhost:3000', { waitUntil: 'networkidle0' });
-
-        await waitForPageWithText(page, '/', 'My Company Catalog');
-        await waitForPageWithText(
-          page,
-          `/${pluginId}`,
-          `Welcome to ${pluginId}!`,
-        );
-
-        print('Both App and Plugin loaded correctly');
-        successful = true;
-        break;
-      } catch (error) {
-        if (attempts >= 20) {
-          throw new Error(`App serve test failed, ${error}`);
-        }
-        print(`App serve failed, trying again, ${error}`);
-        await new Promise(resolve => setTimeout(resolve, 1000));
-      }
-    }
-  } finally {
-    // Kill entire process group, otherwise we'll end up with hanging serve processes
-    await new Promise<void>((res, rej) => {
-      killTree(startApp.pid!, err => (err ? rej(err) : res()));
-    });
-  }
-
-  try {
-    await waitForExit(startApp);
-  } catch (error) {
-    if (!successful) {
-      throw error;
-    }
-  }
-}
-
 /** Drops PG databases */
 async function dropDB(database: string, client: string) {
   try {
diff --git a/packages/e2e-test/src/lib/helpers.ts b/packages/e2e-test/src/lib/helpers.ts
index b3fd665fd2..fc5aefcff9 100644
--- a/packages/e2e-test/src/lib/helpers.ts
+++ b/packages/e2e-test/src/lib/helpers.ts
@@ -22,7 +22,6 @@ import {
   ChildProcess,
 } from 'child_process';
 import { promisify } from 'util';
-import puppeteer from 'puppeteer';
 
 const execFile = promisify(execFileCb);
 
@@ -125,50 +124,6 @@ export async function waitForExit(child: ChildProcess) {
   );
 }
 
-export async function waitForPageWithText(
-  page: puppeteer.Page,
-  path: string,
-  text: string,
-  { intervalMs = 1000, maxFindAttempts = 50 } = {},
-) {
-  let findAttempts = 0;
-  for (;;) {
-    try {
-      const waitTimeMs = intervalMs * (findAttempts + 1);
-      console.log(`Attempting to load page at ${path}, waiting ${waitTimeMs}`);
-      await new Promise(resolve => setTimeout(resolve, waitTimeMs));
-
-      await page.goto(`http://localhost:3000${path}`, {
-        waitUntil: 'networkidle0',
-      });
-
-      const match = await page.evaluate(
-        textContent =>
-          Array.from(document.querySelectorAll('*')).some(
-            el => el.textContent === textContent,
-          ),
-        text,
-      );
-
-      if (!match) {
-        throw new Error(`Expected to find text ${text}`);
-      }
-
-      break;
-    } catch (error) {
-      console.log(error);
-      assertError(error);
-
-      findAttempts++;
-      if (findAttempts >= maxFindAttempts) {
-        throw new Error(
-          `Failed to load page '${path}', max number of attempts reached`,
-        );
-      }
-    }
-  }
-}
-
 export function print(msg: string) {
   return process.stdout.write(`${msg}\n`);
 }
diff --git a/yarn.lock b/yarn.lock
index 79a134018b..4de80ad8e4 100644
--- a/yarn.lock
+++ b/yarn.lock
@@ -4180,7 +4180,7 @@ __metadata:
   languageName: unknown
   linkType: soft
 
-"@backstage/e2e-test-utils@workspace:packages/e2e-test-utils":
+"@backstage/e2e-test-utils@workspace:*, @backstage/e2e-test-utils@workspace:packages/e2e-test-utils":
   version: 0.0.0-use.local
   resolution: "@backstage/e2e-test-utils@workspace:packages/e2e-test-utils"
   dependencies:
@@ -18469,7 +18469,7 @@ __metadata:
   languageName: node
   linkType: hard
 
-"@types/yauzl@npm:^2.10.0, @types/yauzl@npm:^2.9.1":
+"@types/yauzl@npm:^2.10.0":
   version: 2.10.0
   resolution: "@types/yauzl@npm:2.10.0"
   dependencies:
@@ -20737,7 +20737,7 @@ __metadata:
   languageName: node
   linkType: hard
 
-"buffer@npm:^5.2.1, buffer@npm:^5.5.0":
+"buffer@npm:^5.5.0":
   version: 5.7.1
   resolution: "buffer@npm:5.7.1"
   dependencies:
@@ -22377,15 +22377,6 @@ __metadata:
   languageName: node
   linkType: hard
 
-"cross-fetch@npm:3.1.5":
-  version: 3.1.5
-  resolution: "cross-fetch@npm:3.1.5"
-  dependencies:
-    node-fetch: 2.6.7
-  checksum: f6b8c6ee3ef993ace6277fd789c71b6acf1b504fd5f5c7128df4ef2f125a429e29cd62dc8c127523f04a5f2fa4771ed80e3f3d9695617f441425045f505cf3bb
-  languageName: node
-  linkType: hard
-
 "cross-fetch@npm:^3.1.3, cross-fetch@npm:^3.1.5, cross-fetch@npm:^3.1.8 <4":
   version: 3.1.8
   resolution: "cross-fetch@npm:3.1.8"
@@ -23356,13 +23347,6 @@ __metadata:
   languageName: node
   linkType: hard
 
-"devtools-protocol@npm:0.0.1036444":
-  version: 0.0.1036444
-  resolution: "devtools-protocol@npm:0.0.1036444"
-  checksum: 6975c8def95a5e1a4207d6deb05322e335d6a37bdaa3e589cbd5bde40fbbe3ab0df2cfedb1b3ad2785401f208c150fd489a6a065a4624b56e4c0c4c1bfd89172
-  languageName: node
-  linkType: hard
-
 "dezalgo@npm:^1.0.0, dezalgo@npm:^1.0.4":
   version: 1.0.4
   resolution: "dezalgo@npm:1.0.4"
@@ -23722,7 +23706,6 @@ __metadata:
     mysql2: ^2.2.5
     nodemon: ^3.0.1
     pgtools: ^1.0.0
-    puppeteer: ^17.0.0
     tree-kill: ^1.2.2
     ts-node: ^10.0.0
   bin:
@@ -25275,6 +25258,7 @@ __metadata:
     "@material-ui/lab": 4.0.0-alpha.61
     "@octokit/rest": ^19.0.3
     "@oriflame/backstage-plugin-score-card": ^0.7.0
+    "@playwright/test": ^1.32.3
     "@roadiehq/backstage-plugin-buildkite": ^2.0.8
     "@roadiehq/backstage-plugin-github-insights": ^2.0.5
     "@roadiehq/backstage-plugin-github-pull-requests": ^2.2.7
@@ -25652,23 +25636,6 @@ __metadata:
   languageName: node
   linkType: hard
 
-"extract-zip@npm:2.0.1":
-  version: 2.0.1
-  resolution: "extract-zip@npm:2.0.1"
-  dependencies:
-    "@types/yauzl": ^2.9.1
-    debug: ^4.1.1
-    get-stream: ^5.1.0
-    yauzl: ^2.10.0
-  dependenciesMeta:
-    "@types/yauzl":
-      optional: true
-  bin:
-    extract-zip: cli.js
-  checksum: 8cbda9debdd6d6980819cc69734d874ddd71051c9fe5bde1ef307ebcedfe949ba57b004894b585f758b7c9eeeea0e3d87f2dda89b7d25320459c2c9643ebb635
-  languageName: node
-  linkType: hard
-
 "extsprintf@npm:1.3.0":
   version: 1.3.0
   resolution: "extsprintf@npm:1.3.0"
@@ -27755,7 +27722,7 @@ __metadata:
   languageName: node
   linkType: hard
 
-"https-proxy-agent@npm:5.0.1, https-proxy-agent@npm:^5.0.0, https-proxy-agent@npm:^5.0.1":
+"https-proxy-agent@npm:^5.0.0, https-proxy-agent@npm:^5.0.1":
   version: 5.0.1
   resolution: "https-proxy-agent@npm:5.0.1"
   dependencies:
@@ -33190,20 +33157,6 @@ __metadata:
   languageName: node
   linkType: hard
 
-"node-fetch@npm:2.6.7":
-  version: 2.6.7
-  resolution: "node-fetch@npm:2.6.7"
-  dependencies:
-    whatwg-url: ^5.0.0
-  peerDependencies:
-    encoding: ^0.1.0
-  peerDependenciesMeta:
-    encoding:
-      optional: true
-  checksum: 8d816ffd1ee22cab8301c7756ef04f3437f18dace86a1dae22cf81db8ef29c0bf6655f3215cb0cdb22b420b6fe141e64b26905e7f33f9377a7fa59135ea3e10b
-  languageName: node
-  linkType: hard
-
 "node-fetch@npm:^1.0.1":
   version: 1.7.3
   resolution: "node-fetch@npm:1.7.3"
@@ -35712,13 +35665,6 @@ __metadata:
   languageName: node
   linkType: hard
 
-"progress@npm:2.0.3":
-  version: 2.0.3
-  resolution: "progress@npm:2.0.3"
-  checksum: f67403fe7b34912148d9252cb7481266a354bd99ce82c835f79070643bb3c6583d10dbcfda4d41e04bbc1d8437e9af0fb1e1f2135727878f5308682a579429b7
-  languageName: node
-  linkType: hard
-
 "prom-client@npm:^14.0.1":
   version: 14.2.0
   resolution: "prom-client@npm:14.2.0"
@@ -35904,7 +35850,7 @@ __metadata:
   languageName: node
   linkType: hard
 
-"proxy-from-env@npm:1.1.0, proxy-from-env@npm:^1.1.0":
+"proxy-from-env@npm:^1.1.0":
   version: 1.1.0
   resolution: "proxy-from-env@npm:1.1.0"
   checksum: ed7fcc2ba0a33404958e34d95d18638249a68c430e30fcb6c478497d72739ba64ce9810a24f53a7d921d0c065e5b78e3822759800698167256b04659366ca4d4
@@ -35977,25 +35923,6 @@ __metadata:
   languageName: node
   linkType: hard
 
-"puppeteer@npm:^17.0.0":
-  version: 17.1.3
-  resolution: "puppeteer@npm:17.1.3"
-  dependencies:
-    cross-fetch: 3.1.5
-    debug: 4.3.4
-    devtools-protocol: 0.0.1036444
-    extract-zip: 2.0.1
-    https-proxy-agent: 5.0.1
-    progress: 2.0.3
-    proxy-from-env: 1.1.0
-    rimraf: 3.0.2
-    tar-fs: 2.1.1
-    unbzip2-stream: 1.4.3
-    ws: 8.8.1
-  checksum: b4518956c661df4c37690d46b9c6744d42d59d01fe3764938b4b3af8de4c94ef11a9dfa6bc261798f5e5490c6dce4d4f555f05d42c735249683da3017faf4585
-  languageName: node
-  linkType: hard
-
 "pure-color@npm:^1.2.0":
   version: 1.3.0
   resolution: "pure-color@npm:1.3.0"
@@ -37789,17 +37716,6 @@ __metadata:
   languageName: node
   linkType: hard
 
-"rimraf@npm:3.0.2, rimraf@npm:^3.0.0, rimraf@npm:^3.0.2":
-  version: 3.0.2
-  resolution: "rimraf@npm:3.0.2"
-  dependencies:
-    glob: ^7.1.3
-  bin:
-    rimraf: bin.js
-  checksum: 87f4164e396f0171b0a3386cc1877a817f572148ee13a7e113b238e48e8a9f2f31d009a92ec38a591ff1567d9662c6b67fd8818a2dbbaed74bc26a87a2a4a9a0
-  languageName: node
-  linkType: hard
-
 "rimraf@npm:^2.6.3":
   version: 2.7.1
   resolution: "rimraf@npm:2.7.1"
@@ -37811,6 +37727,17 @@ __metadata:
   languageName: node
   linkType: hard
 
+"rimraf@npm:^3.0.0, rimraf@npm:^3.0.2":
+  version: 3.0.2
+  resolution: "rimraf@npm:3.0.2"
+  dependencies:
+    glob: ^7.1.3
+  bin:
+    rimraf: bin.js
+  checksum: 87f4164e396f0171b0a3386cc1877a817f572148ee13a7e113b238e48e8a9f2f31d009a92ec38a591ff1567d9662c6b67fd8818a2dbbaed74bc26a87a2a4a9a0
+  languageName: node
+  linkType: hard
+
 "rimraf@npm:~2.6.2":
   version: 2.6.3
   resolution: "rimraf@npm:2.6.3"
@@ -37970,11 +37897,13 @@ __metadata:
     "@backstage/cli": "workspace:*"
     "@backstage/codemods": "workspace:*"
     "@backstage/create-app": "workspace:*"
+    "@backstage/e2e-test-utils": "workspace:*"
     "@backstage/errors": "workspace:^"
     "@backstage/repo-tools": "workspace:*"
     "@changesets/cli": ^2.14.0
     "@manypkg/get-packages": ^1.1.3
     "@octokit/rest": ^19.0.3
+    "@playwright/test": ^1.32.3
     "@spotify/eslint-plugin": ^14.1.3
     "@spotify/prettier-config": ^14.0.0
     "@techdocs/cli": "workspace:*"
@@ -39964,7 +39893,7 @@ __metadata:
   languageName: node
   linkType: hard
 
-"tar-fs@npm:2.1.1, tar-fs@npm:^2.0.0, tar-fs@npm:^2.1.1":
+"tar-fs@npm:^2.0.0, tar-fs@npm:^2.1.1":
   version: 2.1.1
   resolution: "tar-fs@npm:2.1.1"
   dependencies:
@@ -41011,16 +40940,6 @@ __metadata:
   languageName: node
   linkType: hard
 
-"unbzip2-stream@npm:1.4.3":
-  version: 1.4.3
-  resolution: "unbzip2-stream@npm:1.4.3"
-  dependencies:
-    buffer: ^5.2.1
-    through: ^2.3.8
-  checksum: 0e67c4a91f4fa0fc7b4045f8b914d3498c2fc2e8c39c359977708ec85ac6d6029840e97f508675fdbdf21fcb8d276ca502043406f3682b70f075e69aae626d1d
-  languageName: node
-  linkType: hard
-
 "unc-path-regex@npm:^0.1.2":
   version: 0.1.2
   resolution: "unc-path-regex@npm:0.1.2"
@@ -42399,21 +42318,6 @@ __metadata:
   languageName: node
   linkType: hard
 
-"ws@npm:8.8.1":
-  version: 8.8.1
-  resolution: "ws@npm:8.8.1"
-  peerDependencies:
-    bufferutil: ^4.0.1
-    utf-8-validate: ^5.0.2
-  peerDependenciesMeta:
-    bufferutil:
-      optional: true
-    utf-8-validate:
-      optional: true
-  checksum: 2152cf862cae0693f3775bc688a6afb2e989d19d626d215e70f5fcd8eb55b1c3b0d3a6a4052905ec320e2d7734e20aeedbf9744496d62f15a26ad79cf4cf7dae
-  languageName: node
-  linkType: hard
-
 "ws@npm:^5.2.0 || ^6.0.0 || ^7.0.0, ws@npm:^7.4.6":
   version: 7.5.9
   resolution: "ws@npm:7.5.9"