There’s an app for just about anything you can imagine. But imagine having one app that does it all. That’s the concept behind “super apps,” apps that incorporate multiple mini-programs and offer a variety of services within a single platform.
These apps have recently gained attention due to the Department of Justice’s antitrust lawsuit against Apple and comments from X owner Elon Musk about transforming the platform into an all-encompassing app.
What is a Super App?
Super apps enable users to perform a multitude of tasks—chatting with friends, hailing a cab, purchasing movie tickets, and more—all within one app environment. They function almost like a miniature operating system but are confined to a single application rather than spanning the entire phone. Notable examples include Tencent’s WeChat and Ant Group’s Alipay.
Despite their prevalence in Asia, super apps are relatively unknown in the Western markets, though Deloitte predicts a shift by 2025, and Gartner estimates over 50% of the global population will use super apps daily by 2027.
WeChat is often synonymous with super apps, providing services well beyond basic tasks like booking train tickets or sending money. As detailed by Bloomberg Businessweek, WeChat serves as a comprehensive app ecosystem, vital for business management and even offering services like virtual fitness coaching. However, its use as a government surveillance tool in China has also been highlighted, and it was even targeted by the Trump administration for potential bans.
Another significant player is Alipay, which started as a payment service but now offers a range of services including food delivery and pet insurance. Similarly, Singapore-based Grab describes itself as an “all-in-one platform” for deliveries, financial services, and transportation.
In the West, companies like Meta (formerly Facebook) and Apple have made moves toward super apps by opening up platforms like Messenger and the iPhone’s Messages app to third-party applications. Uber has also expanded its services to include food and grocery deliveries.
Why are Super Apps relevant now?
The relevance of super apps has been underscored by recent events like the Justice Department’s lawsuit against Apple, which accuses the tech giant of stifling the development of such apps through restrictive App Store Guidelines. Apple’s recent guideline updates to require mini apps to use HTML5 might suggest a shift in its approach to super apps.
Elon Musk expressed ambitions to transform X into an “everything app”, handling payments, messaging, video calls, and more. Meta, too, has shown interest in expanding the capabilities of WhatsApp in partnership with Indian retailer JioMart, allowing users to order groceries directly through the app.
While it remains to be seen whether super apps will gain traction in the US and other Western countries, the trend suggests that tech giants will continue to explore and potentially embrace this model.
