Not so long ago, our smartphones were filled with dozens of single-purpose apps. One for ordering food, one for chatting, another for payments, yet another for ride-hailing. However, by 2025, this model will be increasingly replaced by superapps, platforms that integrate multiple services into a single ecosystem.
The idea is not new. In China, WeChat and Alipay have been dominating daily life for years, combining messaging, payments, shopping, and even government services. In Southeast Asia, Grab and Gojek expanded from ride-hailing into finance and delivery. What’s changing now is the global reach of the superapp model. From fintech in Europe (Revolut) to telecom-backed platforms in Africa (VodaPay), companies are racing to capture users through all-in-one digital experiences. Gartner expects that more than 50% of the global population will be daily active users of multiple superapps.
Key Characteristics of Superapps
Superapps aren’t just “big apps” with many features. They share a few common traits that make them distinct from traditional single-purpose applications.
Ecosystem of Services
Superapps go beyond one function. They integrate multiple verticals such as messaging, payments, e-commerce, mobility, and entertainment into one seamless platform. This creates a digital “one-stop shop” for daily life.Mini-Programs or Embedded Apps
Instead of users installing dozens of apps, superapps host third-party “mini-programs” within their ecosystem. For example, WeChat’s mini-programs allow users to book flights, order food, or pay bills without ever leaving the app.Integrated Payments
Payments are the backbone of superapps. A built-in wallet or payment system makes transactions frictionless and keeps users inside the ecosystem.Data-Driven Personalization
By collecting data across services, superapps provide highly personalized recommendations, dynamic pricing, and tailored promotions, making them more engaging and sticky for users.Platform for Third-Party Businesses
Superapps aren’t just products; they are platforms. Local restaurants, retailers, and even government services can “plug into” the ecosystem, turning the app into infrastructure for economic activity.
Read: ASO for Startup Mobile Apps: 6 Main Principles
The Leading Examples of Superapps in 2025
Asia remains the epicenter of superapp innovation. WeChat in China is perhaps the most advanced, hosting everything from peer-to-peer payments to government services. Grab in Southeast Asia has moved beyond ride-hailing to include insurance, payments, and investments. In the Middle East, Careem has become a central hub for transport, delivery, and digital wallets.
But the model is spreading beyond Africa. Telecom networks back Africa’s VodaPay and now include payments, shopping, and rewards. In the West, Elon Musk has made no secret of his ambition to turn X (formerly Twitter) into a superapp, while Revolut and PayPal are quietly building out ecosystems that extend far beyond their original fintech roots.
Why Superapps Are Attractive for Businesses and Users
The core appeal is simple: convenience. For users, it means not having to switch between a dozen different apps to complete everyday tasks. For businesses, superapps promise higher engagement, more cross-selling opportunities, and a deeper pool of user data.
So the rise of superapps isn’t just hype. They deliver tangible advantages that explain why so many companies are racing to build them.
- Convenience and Stickiness
For users, the main advantage is having everything in one place. Paying bills, booking a ride, chatting with friends, or ordering food without switching apps saves time and reduces friction. That convenience creates “stickiness”, once users get used to a single platform handling most of their needs, they’re less likely to churn. - Cross-Selling and Higher Revenue
For businesses, superapps open the door to new revenue streams. A ride-hailing app that adds payments can also sell insurance or investment products. Each new service boosts customer lifetime value and increases profitability without the cost of acquiring entirely new users. - Data Synergy
Superapps generate huge amounts of behavioral and transactional data. When combined, this data allows for precise personalization, whether it’s targeted product recommendations, tailored promotions, or risk assessments in fintech. Amazon, Grab, and WeChat have all shown how multi-service ecosystems can use data to improve both user experience and monetization. - Platform Ecosystems
Well-designed superapps become platforms for other businesses. WeChat’s mini-programs, for example, allow third parties to build apps inside WeChat, creating a thriving ecosystem. This not only attracts users but also locks in developers and partners, amplifying network effects. - Competitive Edge
Finally, superapps can provide defensibility in competitive markets. Once users rely on a platform for payments, shopping, mobility, and communication, switching costs skyrocket. Competitors offering single-use apps face an uphill battle trying to lure users away.
The Risks and Challenges
- Despite the promise, superapps are far from a guaranteed win. Building one is technically and strategically complex. The costs alone are significant: maintaining a large-scale superapp can exceed $1 million per year in ongoing design, development, and support.
- Security is another major concern. The more features and data points an app includes, the more vulnerable it becomes to cyberattacks. Integrating payments, personal data, and services in one place creates both a treasure trove for attackers and a huge responsibility for providers.
- Even if the technology works, UX is a delicate balance. Too many features can overwhelm people, especially those who are less tech-savvy, leading to confusion and churn. This risk is particularly high when transitioning users from familiar single-purpose apps into a new, all-in-one experience.
- Regulation also looms large. Financial services, privacy rules, and consumer protection laws vary widely between regions, and any superapp that wants to expand globally must navigate a patchwork of compliance challenges. For Western markets, this has been a key barrier to adoption.
In short, superapps are powerful but fragile. One misstep, whether in UX design, security, or regulatory compliance, can undermine the very advantages they promise.
What Businesses Should Consider
For entrepreneurs, CTOs, and digital leaders, the big question is whether to build, join, or compete with a superapp. Each option has trade-offs.
Building a superapp demands strong technical foundations: microservices architecture, modular design, scalable cloud infrastructure, and robust APIs. It also requires deep pockets and the patience to refine a complex UX. Joining an existing ecosystem may provide faster access to users but limits brand independence. Competing by staying specialized means doubling down on excellence in one vertical, betting that users will prefer choice and focus over convenience.
Whichever path is chosen, success comes down to clarity of value. Users will only embrace superapps if they solve problems faster, more seamlessly, and more securely than the alternatives.
Here are the most important statements that you should answer before starting.
Market fit. Do your users actually want all-in-one services, or would a single-service app be more trusted?
Build vs. partner. Should you launch your own ecosystem or integrate with an existing one?
Technical readiness. Ensure you have an API-first design, modular architecture, and strong cloud infrastructure.
Trust and compliance. User trust is fragile. Privacy, data protection, and security must be non-negotiable.
Balance breadth with usability. Too many features can turn convenience into chaos.
Read: Inclusive UI/UX Design For Mobile Apps: 17 Tips
For businesses exploring this space in 2025, the question isn’t just “Can we build a superapp?” The real question is, “Should we, and if so, how?”
The answer will vary by market and by company. If you have any doubts about further development with this technology, our team is always ready to advise you. Write a request and we will answer you!
