Voice of the Industry

Super apps of today: the market landscape

Tuesday 8 November 2022 11:28 CET | Editor: Claudia Pincovski | Voice of the industry

In the modern world, super apps are becoming a worldwide phenomenon, but where does the worldwide market landscape stand?

The super apps phenomenon may have originated in Asia, but the West is also developing super apps, albeit with slight differences and at a slower pace.

While western app development has historically been based on consumer preferences for separate, specialist services, there’s a growing trend for regrouping services – a need that super apps can solve with their convenient, comprehensive design.

In this article, we will look at how super apps differ between the East and the West and the top use cases from all around the globe.

What does the current market landscape look like?

With the development of super apps and them offering more and more services, competition is a driver for many companies who are looking to develop their own. Building your super app means you do not have to rely on third-party providers to add different services and can strengthen your own proposition against competing players.

The boundaries between sectors and use cases are increasingly blurred, particularly regarding financial services. Consumers expect seamless journeys from apps, and if they have to leave an app to complete a purchase, interrupting their journey; there are higher chances that you may not be able to retain them.

Embedding financial services within a brand’s own app gives a more coherent customer experience, and the growth of fintech has allowed more companies to do this. And in fact, some advanced super apps are already developing fintech propositions with greater levels of complexity to add to their offerings – such as lending solutions.

The difference between super apps in the East and West

The market landscape in China was largely shaped by the government artificially reducing competition, which means apps were developed to broaden their reach by offering more services and use cases. Apps in the West, however, were generally created to specialise in just one use case, then scaling by increasing their customer bases.

Convenience is key in eastern countries, with consumers preferring one single app for multiple uses, even if the technical side (loading times, user interface/experience) is not as great. European and North American consumers are more concerned with speed and customer experience (CX), preferring to use multiple fast and intuitive apps to carry out online activities.

This means that super apps for western audiences need a tailored strategy rather than simply following the way apps in the East have found successful.

Here are some of the most popular super app use cases from around the world:


Grab: originally launched in 2012 as an online taxi service in Malaysia, Grab now serves six countries with deliveries, mobility, financial services, and more. It debuted on the NASDAQ at a valuation of USD 40 billion in 2021.

Union nxt: Union Bank of India’s mobile banking app, Union nxt offers multiple different services to the bank’s customers. As well as standard services, the app has enhanced digital offerings for functions like liabilities, loans, and wealth management.

Latin America

Rappi: launched in 2015 in Colombia as a food and grocery delivery platform, Rappi expanded its use cases to offer a wider range of complementary services as its customer base grew.


Uber: the world’s biggest ride sharing company, Uber added UberEats to its offerings in 2014. Uber’s super app strategy is narrower than eastern counterparts, with a smaller but well-defined set of use cases.

This is only the start of the super apps. The big tech, ride hailing, or food apps led the pack, but more specialised super apps are on the way, and the banking industry will not be left behind.

In a recent guide on the Definitive Guide to Super Apps, BPC have provided a better understanding of what Super Apps really are, the trends across regions, and detailed information on how to build a Super App along with opportunities and success factors.

About Oleg Patsiansky

Oleg leads BPC’s digital banking practice where he works on designing what the future digital banks could be.Oleg leads BPC’s digital banking practice where he works on designing what the future digital banks could be. He is passionate about digitalisation and building solutions that help people eventually live in better societies. Oleg brings a wealth of experience in banking and payments having worked with BPC Banking Technologies for over 20 years. He has been part of the BPC journey and instrumental in the growth into a dynamic company that has now 350 clients in over 100 countries. He has been heavily involved in the transition from switching solutions, fraud management, and merchant management to emerging channels such as internet and mobile. He has deployed solutions across the industry verticals of banking and finance, telecoms, government, and transportation.

About BPC

Founded in 1996, BPC delivers solutions which fit with today’s consumer lifestyle when banking, shopping, or moving in both urban and rural areas, bridging real life and the digital world.Founded in 1996, BPC delivers solutions which fit with today’s consumer lifestyle when banking, shopping, or moving in both urban and rural areas, bridging real life and the digital world. With 350 customers across 100 countries, BPC collaborates with all ecosystem players ranging from tier one banks to neobanks, Payment Service Providers (PSPs) to large processors, ecommerce giants to startup merchants, and government bodies to local hail riding companies.

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Keywords: super app, financial services, embedded finance, fintech, customer experience, banks, wealth management, delivery, digital banking, digitalisation
Categories: Payments & Commerce
Companies: BPC
Countries: World
This article is part of category

Payments & Commerce


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