Webelight Solutions Blog: Insights on IT, Innovation, and Digital Trends

Superapps: The next big thing in retail & e-commerce industry

NOV 13, 2024

Blog-hero

Imagine a world where you no longer need to switch between a dozen apps to accomplish everything in your day. Everything is available in one place, from chatting with friends and booking a ride to shopping, paying bills, and even scheduling hair appointments. This vision is rapidly becoming a reality with the rise of super apps, an emerging trend reshaping how we use technology.

Kakao app (South Korea) offers a prime example of how impactful a super app can be. Originally launched as a messaging app (KakaoTalk), it quickly expanded to include banking, payments, gaming, music streaming, ride-hailing, shopping, and more.

Today, Kakao is an essential part of daily life for millions of South Koreans, providing everything from on-demand services to lifestyle appointments—all within one app. With its ubiquity and seamless user experience, Kakao has proven the potential of super apps to create deep-rooted, loyal customer bases.

As super apps consolidate multiple services onto a single platform, users gain convenience, and businesses find new ways to engage customers. Super app development for retail and e-commerce represents a major leap forward, offering streamlined, all-in-one solutions that eliminate the need for juggling multiple apps.

According to a forecast by Gartner, by 2027, over half of the global population is expected to use multiple super apps daily, encompassing everything from productivity and entertainment to social connectivity. As more people experience the streamlined functionality of super apps, their popularity continues to grow, changing how we interact with technology and transforming industries like retail and e-commerce.

Let's explore the future of super apps and the difference they can create for retail and e-commerce businesses.

 

What is a Super app?

 

For those wondering, "What is a super app?" Super apps in e-commerce are the kind of multi-service apps that provide you with a wide range of services offered by different apps under one umbrella. Each feature in a super app can identify itself as a single-purpose application. These features can also be added or removed at your convenience. It's an all-in-one platform for users who seek to benefit from multiple services on one platform. 

 

Why Should Your Retail & E-commerce Brand Consider Building a Super App?

 

1) Streamlined User Experience

Your customers prefer digital solutions that simplify tasks, save time, and take every extra step. Tasks like switching between apps or managing multiple logins and passwords can distract them from a smooth user experience. According to Deloitte, about 28% of US consumers feel overwhelmed by the number of devices and accounts they must manage. Super apps in e-commerce address this by replacing multiple logins with a single sign-on, which helps users avoid the hassle of remembering various passwords. Users become accustomed to this convenience and are likelier to check the super app first to see if any mini-apps can meet their current needs.    

2) New Levels Of Personalization

E-commerce super apps gather and analyze customer data to deliver services that suit your consumer's needs, such as location, status, or recent activity within the app. Since all the mini-apps within the super app share access to the same data, they all contribute to this personalized experience. For instance, it makes it easy for a super app to offer a unified loyalty and discount program that benefits users and app providers. The benefits of super apps include offering an experience where your users have the flexibility to select which mini-apps they wish to install and use, creating a tailored, customer-centric ecosystem.

3) Hyper-Localization

Super apps for retail businesses made notable progress in specific regions. You can expect super apps to accelerate expansion into new markets moving forward. These platforms can appeal to a wide range of users globally by aligning themselves to fit different areas' unique cultures, languages, and preferences. The localization approach helps them enter new markets and compete with local competitors. At the same time, well-established super apps will focus on expanding internationally to become global platforms operating across borders. 

4) Budget-friendly

Super apps in e-commerce can significantly lower business user acquisition and retention costs. Housing multiple services within a single platform eliminates the need for your customers to switch to alternative applications, which can reduce costs associated with re-engaging users across separate apps. This model offers a cost-effective approach to retaining a more extensive customer base, as users tend to remain within the app ecosystem for various services, cutting down on marketing expenses needed to reacquire users. The benefits of super apps for retail businesses are clear—consolidating resources and reducing the need to maintain multiple apps or interfaces saves money.

5) Targets all customer segments

One of the standout qualities of e-commerce super apps is their versatility in attracting diverse user segments. By offering a wide range of services, from financial transactions and transportation to social networking and shopping, super apps cater to various demographics and preferences within a single platform.  This approach appeals to a broad audience, from those looking for quick, everyday services to users seeking more specialized or niche offerings. The diversity in user reach allows e-commerce super apps to provide a personalized experience across segments. Superapps for retail businesses maximize engagement and loyalty across different age groups, preferences, and needs, ultimately building a loyal, varied customer base​. 

 

Successful examples of super apps you can take inspiration from

 

1) WeChat

Tencent launched WeChat in 2011 and has since evolved into China's dominant all-in-one app. It provides functionalities for messaging, social media, payments, and even business services. With 1.3 billion active users worldwide every month, WeChat has become deeply embedded in daily life. Apart from texting and voice calls, it offers a social feed (like Facebook), payment services (similar to Apple Pay), and even mini-programs that act as in-app apps for shopping or services. In China, WeChat is used in most stores and by street vendors for peer-to-peer transfers. 

 

 

2) Gojek 

Gojek, an Indonesian super app, has changed how millions of Southeast Asian people live and work. What started in 2010 as a humble social enterprise offering motorcycle taxis to improve driver incomes has evolved into a powerhouse that provides everything from ride-hailing and food delivery to bill payments and e-commerce. The app was initially slow to gain traction, but after a merger with Tokopedia, one of Indonesia's largest e-commerce platforms, Gojek's valuation soared to over $28.8 billion. With significant investors like Google, Tencent, and Sequoia, Gojek is now a regional leader in Southeast Asia's tech ecosystem. 

3) Alibaba

Alibaba, founded in 1999 by Jack Ma, has evolved into one of the world's most influential digital ecosystems. Its flagship platforms, like Alibaba.com and Tmall, dominate global retail.  Taobao and Tmall are household names in China, responsible for a substantial portion of the country's e-commerce transactions. Alipay, Alibaba's mobile app payment service, processes most of China's digital transactions. The company's cloud division, Alibaba Cloud, ranks among the top in the world, competing with the likes of Amazon Web Services and Microsoft Azure. As one of the leading examples of super apps, Alibaba has seamlessly integrated a range of services—from e-commerce and digital payments to cloud computing—into a single platform.

4) Kakao

KakaoTalk, affectionately known as KaTalk, reigns as the dominant messaging app in South Korea. Almost every smartphone owner in the country uses super apps. Launched in 2010 by Kakao Corp., it quickly became a cultural icon and a multifaceted super app. It's a hub for everything from social networking and entertainment to shopping and bill payments. With a staggering 54 million active users, it's a vital part of daily life in South Korea. Its influence stretches beyond South Korea, with growing user bases in countries like the Netherlands and Italy. KakaoCorp has extended its reach by launching services such as KakaoTaxi, KakaoBus, and KakaoMusic. 

 

Webelight’s expert insights into Super app development

 

Developing a super app will be more complicated than a simple one. To face this challenge, you must know the right strategy and resources. You could keep the following things in mind:

 

1) Start with a Strong Core Product

Think about building your super app around a single, killer feature that resonates with users. Look at the example of Momo. They started strong with their e-wallet service, and once they had a solid user base, they expanded into other financial services like "Buy Now, Pay Later" and savings. This strategy works because people get comfortable using the app, and as their trust grows, they're more likely to explore new features within the same platform. So, you need to nail that core function first and build from there. Start small, but think big!

2) Focus on a Smooth, Seamless Experience

User experience is everything. A super app needs to make life easy for users by consolidating everything they need into one place—no jumping between different apps. Think of it like this: You want your customers to be able to grab promotions, pay for things, or chat with friends without leaving your platform. We've seen companies like Baidu, once a dominant player in China, lose ground to WeChat. Why? Because Baidu didn't make it easy for users to pay for things within the app. With a seamless, integrated experience, you're likelier to create that stickiness that keeps people returning.

3) Create a Strong Supply-side Foundation

A super app doesn't just work for the user; it also needs to work for the service providers. Take Uber, GoJek, and Grab, for example. They started by solving a core transportation problem. Once they built up a large base of drivers and users, they expanded into other services—like food delivery, grocery shopping, and financial services. The key here is a robust supply-side economy. You need to build up your supply of services first so that when you add more features, the infrastructure will handle it. That's how you scale.

4) Collaborate and Build an Ecosystem

No one brand can be everything to everyone. That's why developing partnerships and building a business ecosystem around your super app is critical. You can only expect to create top-tier offerings in some verticals. So, look for opportunities to work with third-party companies that can bring valuable services to your platform. Creating a network of complementary products and services builds something more significant than an app—a whole lifestyle ecosystem.

 

How to build a super app? Just follow these six steps 

 

Step1: Select the right platform

Selecting an ideal platform is a super important decision because it's all about how you'll reach and engage with your target audience. Let's walk through your options:

a) Native Apps: The Platform-Specific Option: Native apps are built specifically for one platform, such as Android, iOS, or even Windows. If you're focusing on a specific group of users primarily using one type of device, this is your best bet. However, each platform has its own development language and tools, so building for each can be time-consuming and pricey.

b) Cross-Platform Apps (or Hybrid Apps): One Codebase, Multiple Platforms: Now, if you're looking to reach a broader audience without the headache of developing separate apps for each platform, a cross-platform or hybrid app could be the way to go. The beauty of these apps is that you can use the same codebase to develop for multiple platforms (Android, iOS, etc.) and then simply upload it to the app stores for each one. 

c) Web Apps: Simplicity with Limitations: A web app could be an option if you're after something more lightweight. These are mobile-optimized websites that feel like apps but run directly in a browser. They might look and act like native apps, but their performance and user experience generally aren't as slick. Web apps can be great if you're trying to test the waters or don't need all the bells and whistles of a native or cross-platform app.

 

Step 2: Create a List of Key Features

Developing a super app depends on integrating the correct set of features. Your selected features must align with critical user needs, be intuitive, and offer something distinctive to make the app stand out. Here are some essential features you might want to consider for your super app:

a) Payment System: Incorporate features like mobile payments, cashless transactions, investment tools, and QR code payments. Popular super apps like WeChat and Momo have also partnered with financial institutions to offer users basic banking services and savings options.

b) Multi-language Support: If you aim to expand the app across different regions, letting users select their preferred language is essential to help reach a broader audience.

c) Service Booking: Streamline the process by letting users book services directly within the app without visiting other websites.

d) Social Media and Google Login Integration: Allow users to sign up or log in easily through their Google or social media accounts (like Facebook, LinkedIn, or Twitter).

 

Step 3: Choose between Super app Business Models

A super app integrates various functions from multiple individual apps, each with its purpose and business approach. If you want to generate high revenue and sustain the app's operations, choosing a monetization model that aligns with the app's services is essential. Below are some approaches for a super app business model: 

a) Free: To attract users, you can offer certain features or services, like messaging, money transfers, and bill payments, at no cost. Once people are familiar with the app, monetization becomes easier.  

b) Freemium: In this model, you can offer essential services for free. However, you can encourage users to pay for premium features. A good example is Line, a messaging app from Japan. It offers free basic messaging and paid premium features such as in-app games.

c) Subscription: With this model, you can charge a recurring fee, either monthly or annually, for access to premium features. For instance, Zalo, a messaging app, introduced subscription fees that provide benefits such as a more extensive contact list and enhanced search capabilities. This model works well in super app business models when users demand regular, high-quality services.

d) Peer-to-Peer: The app lets users buy and sell goods or services, often with a commission fee, platform usage fee, or delivery fee. It's suited for food delivery, ride-sharing, or courier services, where both sides of the transaction benefit from the platform.

 

Step 4: Evaluate the Technology Stack and Development Team

Suppose you want to build an app with multiple features. In that case, you will need the help of a skilled super app development team with robust technology to ensure smooth performance and functionality. The success of your super app also depends on assembling the right super app development team. You will need to define how many developers you need and the specific roles and responsibilities for each development phase. 

A typical technology stack includes:

a) Front-End Development: HTML5, CSS, Bootstrap, Flutter, React Native, Fabric.

b) Programming Languages: Python, JavaScript, C#, Java, Ruby, PHP.

c) Development Frameworks & Tools: ReactJs, Ruby on Rails, SASS, Redux.

d) Testing Frameworks & Tools: Selenium, Katalon, Appium.

e) Additional Tools: Analytics platforms, email marketing, management tools, financial tools.

f) Google Services: Compute Engine, Maps, Cloud Messaging.

 

Step 5: Design, Develop, and Test

After defining your app's goals, target audience, business model, and features, the next step is to plan the architecture of your super app. Once you outline the functionality, you must map out the user journey. Consider how your users will interact with the app. Build a Minimum Viable Product (MVP) so that you can gather initial user feedback and refine future updates.  

During the design phase, you will create the user flow and wireframes and develop a prototype.  Wireframes will act as the basic structure of your app and provide a visual representation of what the app would look like.  Once wireframes are ready, your front-end and back-end developers will take over to code and build the app. Their role is to handle the technical aspects, like making sure that the third-party services are properly integrated into the app to enhance functionality and prevent issues. 

In the testing phase, Quality Assurance (QA) specialists test various aspects of the app, like the functionality, system integration, and compatibility. Depending on the project’s needs, you can choose between manual and automated testing. Also, consider running beta tests with real users to provide valuable insights to fine-tune the app before its full release. 

By following these steps, you’ll be well on your way to understanding how to build a super app that offers seamless, integrated services to your users.

 

Future of Super Apps in retail and e-commerce

 

While it's difficult to predict a single, clear direction for the future of super apps, several trends suggest possible developments. In regions like China and other markets where super apps dominate, we can anticipate continued expansion and diversification of services. The rapid growth of artificial intelligence across various industries will likely enhance these apps by integrating more AI-powered features, such as personalized recommendations, targeted promotions, and cross-selling opportunities.

In Western markets, views on super apps in e-commerce will remain mixed, especially when considering the differing perspectives of innovators and regulatory bodies. However, we may see more lenient regulations facilitating super app development platforms. For example, Elon Musk has hinted that his vision for X (formerly Twitter) includes features that could transform it into a super app (source). Similarly, Meta's growing array of services might soon evolve into a platform with the capabilities of a super app.

 

 

Overall, the increasing demand for digital solutions—from eCommerce and logistics to secure payment systems and advanced social media—suggests that super apps will become more prevalent. Amy Webb, CEO of the Future Today Institute, also emphasizes this trend, noting in an interview with The Wall Street Journal that a super app that integrates medical data, like electronic health records, could become a significant disruptor, revolutionizing healthcare and beyond.

 

Are you looking for an all-in-one super app for retail and e-commerce?

 

Creating a super app that stands out requires a satisfying user experience and a strong technology foundation. You must prioritize security, maintain transparency about user data, and offer robust customer support. Avoid cluttering your app with unnecessary features; highlight the most valuable services to keep the interface clean and user-friendly. If you want to develop a powerful super app that meets these standards, Webelight Solutions Pvt. Ltd. can become your trusted partner. Let's build something great together! 

 

Get in touch to develop a super-app for your retail and e-commerce business that will simplify life, not complicate it. 

FAQ's