Sheldon Anthony IO

Superapps are the shiny new toys of the digital world. They promise a universe of services, neatly packaged into one convenient app. But amidst the allure of endless features, there's a real risk of losing sight of what truly matters: the core functionality. According to recent studies, 90% of consumers who are interested in superapps are primarily motivated by the convenience they offer.^[1]

Imagine using a ride-hailing app. You're in a rush, need a car, and open the app with a clear goal. Now, picture this: Before you can book a ride, you're bombarded with ads for shoes, a loyalty points pop-up, or a game to play. Frustrating, right? This is the cardinal sin of super app development. When users open your app, they have a specific task in mind. Interrupting their journey with distractions can lead to app fatigue, decreased user satisfaction, and ultimately, a loss of trust. Sure, some might be tempting, but they can easily distract you from your original mission. This is exactly what can happen in a super app if ads and loyalty points take center stage. When users can't quickly and easily accomplish their goals, frustration sets in. They might start looking for alternatives, and once they're gone, winning them back is an uphill battle. A superapp's strength is its versatility. If it becomes synonymous with endless promotions, its core value proposition starts to blur. Users might forget what the app is truly meant to do. Chasing quick wins through advertising and loyalty points might boost immediate revenue, but it can harm the app's long-term health. A loyal user base built on a solid core function is far more valuable. Every extra click, every unnecessary page, is a potential roadblock. If users are constantly being redirected to promotional content, they'll start to feel like they're in a maze, not a helpful tool. 

Walmart, one of the world’s largest retailers, has embarked on a transformative journey to develop a superapp that integrates various services beyond traditional shopping. Historically, Walmart operated its e-commerce and in-store businesses separately. However, in 2019, the company decided to merge these operations to create a seamless omnichannel experience. This restructuring aimed to position Walmart as a lifestyle app, offering a range of services including health and wellness, financial services, and auto care. To overcome organizational silos, Walmart implemented a centralized product organization. This structure allowed for holistic prioritization and solution development across in-store, online, and app experiences. The company emphasized clear accountability and a consistent framework to drive innovation. By offering a comprehensive range of services, Walmart has improved customer satisfaction and engagement. The integration of non-shopping services has driven higher app usage and customer retention. Walmart’s superapp positions it competitively against other digital platforms, providing a unique value proposition. Walmart’s journey to develop a superapp highlights the importance of adaptability and customer-centric innovation. By leveraging its extensive physical and digital presence, Walmart has successfully created a platform that meets diverse customer needs, setting a benchmark for other retailers.^[2]

Think of a superapp as a bustling metropolis. The towering skyscrapers and vibrant nightlife are undoubtedly eye-catching, but without a solid infrastructure of roads, utilities, and public transportation, the city would crumble. Similarly, a superapp without a robust core is a house of cards waiting to collapse. Remember, a superapp is a platform. Its success depends on building strong relationships with users. And those relationships are built on trust, convenience, and delivering on promises. By prioritizing the core function, you're investing in the long-term health of your superapp. It's the essential services and features that meet your users' fundamental needs and solve their everyday problems.

Market leaders are enabling seamless transactions where users are paying, chatting, and collaborating effortlessly. With personalization at their users fingertips the mini-apps cater to specific needs—whether it’s food delivery, ride-sharing, or task management. Users rely on the app daily because it delivers what matters most. According to a survey conducted in January 2022, the right super app could count on an estimated 98 million day-one-users which would drive the annual spending to over 3.25 billion U.S. dollars. ^[3] Businesses must focus on delivering seamless, reliable, and valuable core services to ensure long-term success and user satisfaction. By keeping the user’s needs at the forefront, superapps can truly revolutionize the digital landscape. In conclusion, while Superapps offers immense potential by integrating diverse services into a single platform, it’s crucial to maintain a balance.