One app to rule them all — why super apps might not conquer the world

When was the last time you heard about super apps? Anecdotally it feels like they have fallen a little off the radar, with all AI buzz. But, I think it’s interesting to ponder:

• Is becoming a super app be the north star of a consumer app?
• What needs to be true externally and internally for the evolution to a super app to happen?

Photo by Jonas Lee on Unsplash

A quick introduction to super apps

The app is “super” as it includes multiple functions like:

• Messaging and social networking
• Mobile payments and digital wallets. Could include lending, remittances etc.
• Investing / insurance / financial management
• E-commerce and online shopping
• Mobility/transportation (ride sharing, taxis)
• Food delivery
• Travel and accommodation booking
• Utility bill payments

The app doesn’t have to have all of the above functions to be a super app, but a super app arguably should have at least 3+ of these functions [1], usually under girded with messaging. The oft cited example is WeChat in China, the very first super app, which has all the above functions and more! I won’t be deep diving into WeChat, and you can find what others have written here [2].

Super app as a North Star?

Taking a quick look at Google search trends, the heady days of super app mentions in 2022 seem to have dipped (see screenshot below).

Google Search trends

I dug into public comms to look for mentions of “superapp”, and found it in Revolut’s in 2022, and for other Europe start ups (Lydia, Bolt, in 2024). Less recent mentions does not mean that companies are not heads down and focused on building a super app, but it could mean less of a focus on using superapp as a label.

Should being a super app be the North Star? Well if it is (a) serving the users want/need (b) monetizable / profitable growth (at some point) and not done for the sake of hype/fundraising, then perhaps. But it has sometimes felt in tech that aiming to be a super app was more for the sake of being a super app, versus serving consumers.

What needs to be true?

For the super app to become super, a few things have to be true.

Externally

1. Consumer behavior: Consumers like using one platform for multiple activities. They trust one app to handle it all and have less privacy concerns about one party having all their data (my speculation). App users are ~fairly homogenous, so uptake is quick.
2. Regulation/financial sector: Regulation and financial sector developments are favorable for a winner takes all consolidation.
3. Competition: Singular apps providing separate services are weaker.

Internally (to a company)

1. Execution: the company is able to build an app that successfully executes on multiple services. The company chooses the right set of multiple services and does not spread itself too thinly.
2. Localization: Assuming (1) is true, one is able to build something that resonates globally in different markets, where consumers have different preferences and behaviors.
3. Path to profit: There’s some way to monetize the services offered via the super app e.g., advertising, payments

Also, an added layer is to do 1, 2 and 3 better and faster than all your global and local competitors. Interestingly, a tougher investment and economic environment has meant a paring back of services in some super apps (GoTo, Grab), especially as competition has intensified.

Concluding thoughts

Personally, I’m skeptical that there will be one super app that rules them all globally, or even in one market like the US. My argument is that not all markets “need” a super app, nor are they at the stage that China when WeChat swept the market. It doesn’t mean there won’t be very successful apps that do multiple services (one can think of Uber providing mobility and food delivery services). But to the extent that existing segmented apps and services already serve customers, there’s no “need” for anyone to go to one app for all daily activities. Let’s see if this post will age well :)

[1] Even 3 feels a little low to be declared a super app, but I believe is sufficiently impress if a consumer app can execute on multiple business lines successfully to keep consumers within the app and ecosystem.

[2] Some articles: Overview, another one, and about Miniprograms (app within an app in some ways)