Let us look at why super apps might be the next big thing and how you can start thinking about this concept to scale your digital product.

Adapting to a Mobile-First World: From App to Everyday Platform

Super apps are very popular in Asia, where digital development largely skipped the desktop era. Users started directly with smartphones, which means their habits and expectations are fundamentally different.

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In Europe, we had to wait for the right moment for users to be ready to shift from desktop to mobile, and from single-purpose apps to integrated digital ecosystems. With younger mobile-native generations taking the lead, users' expectations are changing.

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People expect convenience, speed, and personalisation as standard. Instead of jumping between dozens of apps to handle banking, shopping, transport, or communication, they want everything in one place.

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This growing demand for simplicity and seamless digital experiences is at the heart of the super app model. It's not just about features, it's about integrating services in a way that saves time, reduces friction, and fits naturally into daily life.

Global Use Cases to Inspire Your Strategy

Does it still sound like sci-fi? Let’s take a look at a few game-changing examples:

• WeChat: Started as a messaging app. Today, it’s China’s default platform for everything from chatting with friends to paying bills, booking doctors, or interacting with government services. 
• Grab: Originally a ride-hailing service, it has evolved into a multi-service platform. In Southeast Asia, users turn to it for food, groceries, payments, insurance, and more.
• Paytm: India’s fintech super app began as a simple mobile wallet, and now it handles everything from peer-to-peer payments and utility bills to loans, insurance, travel bookings, and even gaming, all in one place.

You might not have a direct experience with these apps. So what about Revolut, Uber, or Klarna? Does that ring a bell? 

• Revolut: A financial super app that is transforming how people think about finance, combining payments, currency exchange, investing, budgeting, and travel perks.
• Uber: Uber began with ridesharing but now includes food delivery, freight services, mobility options, and uniting services that once lived in separate apps.
• Klarna: Best known for “buy now, pay later,” Klarna is reshaping shopping by bundling payments, wishlists, offers, and loyalty into a single, fluid experience.

Super apps available in Europe or the US may not yet offer the full breadth of services we see in Asia. The term “super app” might not be used as frequently either. However, many key players across different verticals are actively building digital ecosystems, with mobile playing a central role.

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What’s different in Europe? Regulations, legacy infrastructure, and user trust. That’s why, instead of all-in-one platforms, we’re seeing super apps here focus more narrowly on a single vertical, whether it's finance, mobility, or e-commerce.

How Super Apps Take Shape in Europe

European super apps are built around a core value and expand into related services. At Etnetera, we’ve had the opportunity to help companies explore this path in two key areas – banking and mobility

Beyond Banking Case

DoKapsy, the mobile app by ČSOB, is another strong example from the BFSI industry of how a bank can expand its services far beyond its original purpose. Through DoKapsy, we have helped ČSOB build a digital ecosystem of roughly 15 services that allow users to manage much more than just their finances.

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We added features that make sense in real life:

• Buy public transportation tickets or pay for parking directly in the app - no need to download a separate app.
  
• Discover local events or find restaurants based on your location and preferences.
  
• Access selected stores via “Market 24/7,” even outside standard opening hours.
  

A key driver of user growth was overcoming the common concern that more features mean lower quality. Instead of chasing quantity, we focused on delivering a high-quality, modular experience.

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Additionally, the integration of a Customer Data Platform (CDP) enables the app to personalise its interface in real time, predicting what the user might need next and dynamically customising the dashboard.

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Instead of juggling multiple apps, over 400,000 users in the Czech Republic can now take care of many everyday needs in one place. The app is also used by non-ČSOB clients, opening new opportunities for the bank and illustrating what happens when fintech evolves into lifestyle tech.

Smart Mobility Example

One example of vertical evolution in mobility we’ve been part of is the MyŠkoda app. Originally designed to give users remote access to their vehicles and provide basic car-related features, it’s now evolving into a broader digital mobility platform with the potential to support the entire customer journey.

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Car makers in general are transforming towards mobility providers. They’re exploring ways to enrich their apps with advanced features that enhance life on the move. Just imagine being a user arriving in a new city and having all this in one place:

• Find and pay for parking near your destination.
• Rent a shared bike or buy public transport tickets straight from the app.
• Get personalised recommendations for restaurants, attractions, and nearby events.
• Offer a ride to someone on your way back and make the trip more sustainable.

Mobility app goes far beyond car and driving; it builds an entire ecosystem around mobility. From the business perspective, it also unlocks deep customer insights and data analytics: Would you like to offer car insurance based on real usage and improve the roadside assistance when needed? What type of car will your customer need next? And more importantly, when? 

Better for Users, Better for Business

Once companies understand the power their app holds and where it can grow, it opens up new strategic possibilities: not only for business growth, but also for delivering truly useful, integrated services to customers.

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According to “The Super App Shift” (PYMNTS and PayPal), a survey of 9,904 consumers in Australia, Germany, the U.K., and the U.S. found that 72% are interested in using a super app, indicating strong latent demand for integrated digital experiences.

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By evolving your product into a digital ecosystem, you’re creating a new level of business impact:

• Increased revenue opportunities: Combining multiple services under one roof, you create new paths for cross-selling and upselling. The more value you offer in a single touchpoint, the more reasons users have to stay and engage.
• Superior user experience: Today’s users expect smooth, intuitive journeys. A well-designed super app simplifies their lives by bringing everything they need into one interface that is always at hand. 
• Operational efficiency and smarter decisions: By integrating systems and user data, you reduce internal silos, improve workflows, and gain more meaningful insights to guide your product roadmap and business strategy.
• Stronger market position: Delivering a seamless, all-in-one experience sets you apart. Super apps help you respond to shifting customer expectations faster and position your brand as a true innovator in your industry.

In a world where user attention is fragmented and convenience is king, super apps might offer a strategic edge. So, how do you know you’re ready for a super app, and what should your next step be?

Are You Ready to Build Your Own Ecosystem?

Start by asking yourself a few key questions:

• Are your users coming back to your app daily?
• If you have more than one app in your portfolio, wouldn’t it make more sense to have everything in one place?
• Do your services naturally complement each other?
• Is your company ready to innovate and lead the market, not just follow it?

If the answer is yes, then you’re already closer than you think. Turning your product into a super app is about creating a clear, scalable ecosystem that brings real value to your users.

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At Etnetera, we help companies navigate this shift. From product discovery and design to product development and scaling. We’re here to help you shape what’s next and get it to market with exceptional quality.

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Let’s have a chat about your needs and possible partnerships in development.