The concept of super apps—single platforms that integrate numerous services ranging from payments and social media to food delivery and fitness tracking—has long been established in the Asia-Pacific (APAC) region but has struggled to gain traction in Western markets. However, recent advancements in artificial intelligence (AI), particularly AI super agents, suggest that the time may be ripe for super apps to finally become viable in markets such as North America and Europe, according to analysis from TechRadar.
Super apps, exemplified by platforms like WeChat, Gojek, Paytm, and Alipay, offer users a one-stop digital ecosystem that seamlessly consolidates a variety of daily functions. In APAC countries, this model has flourished due to unique regional factors. Miao Luo, Social Links Navigation Director of Technology Strategy at Qt Group, highlights that China’s rapid development of mobile infrastructure, combined with challenges in desktop broadband accessibility, fostered an environment where people primarily accessed the internet via smartphones. This mobile-first approach naturally lent itself to integrating services into single, centralised apps.
In contrast, Western countries developed a more fragmented digital behaviour, with users maintaining a distinct separation between desktop and mobile applications. Loyal brand preferences and the acceptance of multiple specialised apps have historically limited the appetite for super apps. TechRadar notes that while efforts have been made to consolidate features within individual apps—such as Rocket Companies’ acquisition of estate listing site Redfin to create a housing super app, Meta’s introduction of a dating feature on Facebook, PayPal’s social media and finance experiments, and even Uber’s ambition to become a platform for everyday life—these initiatives have yet to coalesce into comprehensive super apps.
The emergence of AI super agents is seen as a potential catalyst for change. Unlike traditional app integration attempts, AI agents offer a level of personalisation that could significantly enhance user experience. These agents can adapt dynamically to user preferences and behaviours, performing complex tasks such as comparing prices across platforms or organising travel arrangements, thereby adding value beyond mere aggregation of services. TechRadar envisions a future where interconnected specialised AI agents operate within familiar interfaces, potentially diminishing the need for standalone apps and streamlining user interactions.
Moreover, AI's role could extend to the development side of the app ecosystem. AI agents, if properly integrated through APIs, might automate the generation of platform-specific codes, reducing the barrier to app creation and empowering developers to focus on conceptual development using natural language inputs, as opposed to traditional coding skills.
Despite the promising prospects, real-world adoption will greatly depend on the user interface and experience (UI/UX) design. TechRadar emphasises that convenience is the crux of user acceptance. A purely voice-based interaction model, such as that employed by Alexa, may be insufficient. Instead, super apps will require tactile feedback and visually rich displays to engage users effectively. Additionally, a well-designed UI could assist in navigating intricate data privacy and compliance challenges, for instance, by offering intuitive privacy control panels resembling graphic equalisers, thereby giving users clear and accessible control over their data.
As the number of mobile apps worldwide continues to increase—reaching approximately nine million by 2025—both consumers and businesses may find an oversaturation of apps to be burdensome. Super apps, supported by AI agents that offer tailored, integrated experiences, might address this overload by consolidating functionality into coherent platforms. The transition towards such ecosystems would aim to enhance convenience and solve practical challenges without binding users or developers to any single system or application.
The TechRadar report suggests that while super apps may not have fulfilled their potential in Western markets to date, evolving technologies and changing digital behaviours could soon align to make these platforms a significant feature of the digital landscape.
Source: Noah Wire Services