What Is a Super App? Reasons for Success in 2025

As platform-based business models gain momentum, with 7 out of 10 global companies adhering to them, the market is facing a new trend — the shift from single-purpose to multi-purpose apps, also known as super apps. 

This article aims to guide you through the main concepts of the super app notion, shed some light on the reasons for their success, and show some examples of super apps.

What Are Super Apps?

To start with, let's define super apps. While there's still no standard definition for this type of app, back in 2010, BlackBerry's founder provided the following definition:

A super app is a closed ecosystem of many apps that people use daily because they offer a seamless, integrated, contextualized, and efficient experience. Mike Lazaridis.

In other words, super apps are a marketplace of services and offerings, whether in-house or third-party, gathered under one umbrella. The most prominent examples of such apps are WeChat, Alibaba, and Alipay — all initially created for Chinese markets.

It’s worth noting that today, the implementation of super apps in China is becoming increasingly widespread, but the trend has smoothly crossed borders, spreading worldwide.

The global interest in super apps is not just theoretical but strongly supported by market projections. According to the chart above, the super apps market is poised for exponential growth, from $61.35 billion in 2022 to an impressive $714.73 billion by 2032. This upward trend demonstrates the increasing demand for all-in-one platforms that simplify and enhance user experiences. While the concept may have started in China, this rapid growth signifies a global shift, with businesses worldwide recognizing the potential of super apps to redefine consumer interactions and drive new revenue streams.

What Makes an App a Super App?

Usually, a super app starts with one core service (like messaging, ride-hailing, or payments) and expands by adding other features, often through mini-programs or third-party integrations.

Key features of a super app

• Core service as a hook

At the heart of a super app is a core offering that attracts a substantial user base. This offering acts as a gateway, drawing in users and establishing a foundation for future expansion.

For instance, WeChat, now a multifaceted super app, began as a simple messaging platform, while Gojek initially focused on ride-hailing services. These primary functions served as a springboard, allowing the apps to gain traction and build a loyal user community.

• Ecosystem

Once a significant user base was established, these apps gradually expanded their offerings, integrating additional services and features to create a comprehensive digital ecosystem, such as:

• Payments & wallets (Mobile payments, bill payments, peer-to-peer transfers)
• E-commerce (Shopping, food delivery, online stores)
• Transportation (Ride-hailing, bike rentals, public transport tickets)
• Financial services (Loans, insurance, investments)
• Social features (Messaging, social media, content sharing)

• Mini-programs & third-party integrations

Super apps provide a platform for businesses to develop and integrate mini-programs, essentially lightweight applications operating within the super app ecosystem. This integration allows users to access a wide range of services and functionalities directly from the super app, eliminating the need to download and install separate applications for each service. By hosting mini-programs, super apps create a comprehensive and convenient digital environment where users can seamlessly navigate and utilize multiple services without leaving the app.

• Big Data & AI optimization

Super apps can gather substantial amounts of user data through various services, including but not limited to transactions, browsing history, location, social interactions, and financial activities. Businesses can better leverage this vast amount of data to understand user preferences, needs, and behavior.

Furthermore, AI-driven personalization can analyze this data to deliver highly customized recommendations in real-time. These may include product suggestions, targeted promotions, or optimized service experiences. Moreover, businesses can also use AI to enhance customer support through automated responses and chatbots.

Ultimately, this data-driven approach allows businesses to offer hyper-personalized services that increase user engagement, satisfaction, and retention, leading to maximized revenue opportunities.

Reasons for Super Apps Success

To track its popularity, let's examine the key reasons for super app success. When pointing out factors contributing to a super app's success, it becomes evident that they are closely related to Asian culture. So why have super apps in China become so demanded, and could their popularity extend to European countries and the US? Let's find the answer by looking at the four key reasons for super app success.

Mobile experience

China is known for having a mobile-first population because the very first contact with the Internet among its citizens occurred exactly via mobile devices. The shutdown of the Google search engine back in 2010 dictated this situation, so the nation had nearly no previous desktop experience. Furthermore, the smartphone market in Asia is much wider and cheaper than anywhere else in the world.

So, how have these reasons impacted the growth in demand for super apps? The most influencing factor is that not so long ago, mobile devices had a limited storage issue, preventing users from downloading multiple apps and shaping their behavior towards the installation of those that offer a variety of services and offerings in one place — super apps. 

Homogeneous markets

Most Asian countries have a lot in common in terms of culture. This impacts the homogeneity of markets, allowing different businesses to operate in several countries in the region and offer uniform services. So when super apps were introduced, the demand for the services they offered quickly spread to the whole region, contributing to the rise of super apps' popularity.   

Unbanked population

According to KPMG, 73% of Southeast Asians are unbanked. The region is known for processing mainly online transactions. For example, there are few places in China where you can pay with a credit card, but all vendors accept payments via WeChat and Alipay — the above-mentioned super apps. 

Government support

Because the Chinese government was interested in finding ways to digitally connect with 1.5 billion of the country's citizens, super apps gained strong government support that can’t be underestimated. For example, the WeChat super app has every chance to replace traditional ID documentation. Furthermore, hundreds of public services are offered within the WeChat and Alipay super apps.

Considering the above-listed reasons, it's no wonder super apps have become so popular in Asian countries. The digitalization of all processes will most likely lead to the super app trend in European and US regions as well.

Key Benefits of Super Apps

To point out more pros for the development of super apps and their implementation into business, let's also look at the key benefits offered by this type of solution:

1. Lower product launch risks. Super apps provide access to a vast audience across multiple regions, reducing uncertainties when introducing new products.
2. Cost-effective development. Businesses save on budget by leveraging the platform-based approach of super apps, which simplifies the scaling and integration of mini-apps.
3. Seamless onboarding. Automatic data syncing from users' social and financial profiles streamlines the onboarding process, reducing KYC costs and improving efficiency.
4. Accelerated revenue growth. The extensive functionality of super apps attracts a larger user base, directly driving higher revenue.
5. Enhanced customer engagement and retention. By consolidating multiple services into one platform, super apps keep users engaged, eliminating the need to switch between different apps.
6. Lower re-acquisition costs. Super apps have higher user retention, reducing the need to spend heavily on bringing back customers from other platforms.
7. Continuous audience expansion. Each new service integration attracts more users, strengthening customer loyalty and growing the user base.
8. Increased investor appeal. The all-in-one nature of super apps draws a vast audience, making them attractive investment opportunities with high growth potential.

In this way, super apps benefit both owners, who can be sure that their service will be in demand, and customers, who can hit the big market with minimum spending and effort.

Examples of the Most Successful Super Apps

Even though super apps are not as widespread as traditional mobile applications, some prominent examples can give you a taste of how such solutions work and their potential. Below, we briefly overview the best examples of super apps.

WeChat super app

Instead of becoming one of the thousands of messaging apps, WeChat transformed into a super app for everything in life. Users of WeChat can pay bills, transfer money, book tickets, create company accounts, etc. — all in the convenience of a single platform. So, there's no wonder why the government strongly supports the app used by more than two-thirds of the Chinese population and expands its horizons with new services and offerings.

WeChat essential features:

• Messaging and calling app
• WeChat localization
• QR code scan
• Search engine
• News feed
• E-wallet
• Payments
• Loans
• Bills
• Public services
• Booking rail and flight tickets 
• Ordering/booking taxis
• Movie tickets
• Hotels 
• Flash sales
• Housing
• Features for companies (Marketing, CRM, Store, etc.)

Alipay super app

Super apps are shaping the future of finance, and Alipay is one of the best examples of such a solution. This payment app is affiliated with China's e-commerce giant Alibaba and offers many other features for finance management, shopping, and service ordering. A user of Alipay can enjoy the benefit of ordering food from restaurants, shopping online, getting discounts, and sending recommendations to friends within a single platform. The convenience of having such a solution has resulted in Alipay growing its audience to 230 million daily active users.

Alipay essential features:

• 120,000 lite apps (shops, outlets, and restaurants)
• E-wallet
• Payments
• Online transactions
• Support of 12 foreign currencies
• Recommendations

Grab super app 

Another Asian super app is Grab, owned by a Singapore startup. Grab's most distinctive feature is transport space. Nevertheless, with secured funds worth $1.46 billion, the platform is expanding into food delivery and online payments, proving its super app status and offering nearly anything in the consumer services sector.

Grab essential features:

• Shuttle
• Taxi
• Assistance
• Notifications
• Point system
• GrabCash
• GrabPay
• GrabWallet
• GrabBenefits
• GrabFood

Inspired by the success of Asian super apps mentioned above, Western companies aim to create their own all-in-one ecosystems that streamline user experiences and drive revenue growth. Here're some most prominent examples:

Uber super app

Initially a ride-hailing service, Uber has evolved into a super app covering a wide range of services. Beyond transportation, Uber has expanded into food and package delivery, making it a go-to solution for everyday needs. With a strong focus on innovation and user experience, Uber combines its global reach with localized features to cater to its diverse audience.

Uber essential features:

• Ride-hailing (UberX, Uber Black)
• Uber Eats (food delivery)
• Package delivery
• Uber Reserve
• Membership perks (Uber One)
• Car rentals
• Grocery delivery
• Advanced scheduling

Amazon super app

Amazon's app is more than just an online store; it's a comprehensive ecosystem dominating E-commerce, entertainment, and smart home spaces. From streaming movies on Prime Video to grocery shopping with Amazon Fresh, the app offers everything users need in one place, showcasing the true essence of a super app.

Amazon essential features:

• Online shopping (retail marketplace)
• Prime Video and Music streaming
• Amazon Fresh and Whole Foods delivery
• Alexa smart home integration
• Kindle and Audible services
• Amazon Pay
• Subscriptions and memberships (Prime)
• Personalized recommendations

Walmart super app

Walmart has transformed its app into a digital one-stop shop, blending in-store and online shopping experiences. With services like grocery delivery, prescription management, and financial tools, Walmart's app helps simplify life for its users while maintaining its position as a leader in retail.

Walmart's essential features:

• Online shopping and in-store pickup
• Grocery delivery
• Walmart+ membership
• Pharmacy management (prescriptions and refills)
• Walmart Pay
• Financial services (money transfers, credit cards)
• Personalized deals and discounts
• Gas discounts

As you can see, super apps vary in their functionality and key thrusts. With the rise of such solutions, businesses in other regions should consider joining this transformative wave before the market becomes saturated. So, if you’re interested in taking a top place in your region's niche, the best time to consider super app development is now.

What Is the Future of Super Apps?

For the past twenty years, the model emerging from Silicon Valley has been the so-called single-purpose apps. However, over the last five years, a new trend of super Apps has emerged in China.

With the world becoming more digitalized and new technologies reaching more remote regions, the number of mobile users will only grow. At the same time, people strive to simplify everything and are looking for solutions that will allow them to perform routine tasks quickly and easily. Moreover, according to statistics, more and more mobile app consumers are becoming interested in integrating multiple digital experiences in one comprehensive super app. It follows that users are very loyal to apps that allow for a multifaceted experience.

Super apps are rapidly growing in emerging markets such as India, South America, and Southeast Asia and are actively striving to expand their geographic presence. We can say that super apps are in demand, which means they are here to stay and ready to serve the end users’ multipurpose needs.

The Bottom Line

Drawing inspiration from the advancement of technologies and brand-new solutions transforming the world, Emerline is always hungry for new challenges that allow us to take advantage of our vast expertise and ever-increasing passion for technology. So, if you need a super app to grow your business, we are here to help you turn your daring ideas into reality.