Asian super apps growth slows but remain dominant

Super apps continue to dominate the Asian market, but growth has slowed since 2022, as highlighted in a new report from SplitMetrics.

The report reveals that Asian super apps account for 80% of the user growth within the top 15 global super apps, boasting 3.7 billion Android users. Globally, the top 15 super apps have added 370 million new users in 2024 so far, compared to 371 million in 2023 and 404 million in 2022.

Total user growth for 2024 is projected to match 2023 figures at 499 million but will remain 9% below the 548 million achieved in 2022. This suggests the super app trend may be past its peak, with users gravitating towards specialised apps such as Sina Weibo, Douyin, TikTok, Tencent QQ, and Naver.

Ekimetrics and Statista reports corroborate the findings, indicating a decline or stabilisation in super app growth. The Ekimetrics report highlights changing consumer behaviours in Asia, with not all bundled services in super apps utilised equally, suggesting a shift towards different apps to meet specific service needs.

The top 15 super apps, as identified by the report, include LINE, Uber, PhonePe, Paytm, WeChat, Grab, Kakao, Zalo, Gojek, Rappi, Tata Neu, Careem, Revolut, Kaspi, and Alipay. Of these, Revolut, Alipay, WeChat, KakaoTalk, and PhonePe have seen the most significant growth in 2024.

In terms of lifetime downloads, LINE leads with 996 million, followed by Uber with 906 million, and PhonePe with 669 million.

Thomas Kriebernegg, General Manager at SplitMetrics Agency, commented, "Super Apps are the dominant force in the Asian app market. They're not just apps, they're ecosystems. From WeChat to Gojek, these all-in-one platforms are redefining user expectations for convenience and seamlessness."

Kriebernegg added, "Acquiring 499 million new users in the year so far may make it appear like the market is booming. However, when you look at historical trends, we can see that growth is slowing. This is an indication that the top 15 Super Apps, in their current form, could be reaching market saturation, and that more Asian users may be considering specialised apps to meet their needs."

He continued, "The future is still very bright for Super Apps. Our research has also revealed a growing appetite for all-in-one apps in Western markets, with Uber and Revolut at the vanguard. Cross-platform experiences are no longer optional, they're essential. Users expect a seamless transition between mobile, web, and even wearables. Embracing this can open up new opportunities for your app's user acquisition and monetisation."