Bogo Mihaylov

Over 2 billion smartphone users in Asia already live by them. More than half of Americans would prefer a single app that unites at least three of the ten activities that are a part of their daily routine (such as shopping, ridehailing, and banking).

Trailblazing businesses like China’s WeChat, Middle-Eastern ride sharing giant Careem, and South-East Asia’s Grab (dubbed the ‘everything app’) have adopted a superapp strategy to establish huge customer bases through engaging and comprehensive consumer experiences.

With the average consumer spending 7 hours per day on their smartphone, it is only natural for companies to want to monopolise consumer attention. The result? The superapp: an all-in-one lifestyle-oriented online home for users.

In June 2020, Careem launched a suite of additional services – grocery and food delivery, online shopping, payments, and e-bike booking. By integrating a wide range of services in a single platform to cater to their users’ myriad daily needs, Careem has become a superapp.