Top digital marketing trends and predictions for 2023 – Think with Google

Super apps are multi-functional mobile applications with a range of different features wrapped into one, such as marketplaces, messaging, and payment services. They’ve already risen to prominence in Asia and the fintech sector in Africa, where they’ve been a gateway to financial inclusion. In the rest of the world, they’re not as big yet, but some brands are tentatively dipping their toes in. U.S. retailer Walmart, for instance, is building their version of a super app right now.

That isn’t to say that every app can be a super app — or even needs to be one. But all marketers can learn from how super apps are disrupting the mobile status quo — setting higher expectations for apps and mobile experiences as a whole. Crucially, they show us that people seek convenience. Super apps take up less device storage than multiple separate ones and there’s no need for users to switch between apps.

In 2023, look at how you can make your app experience more convenient. Avoid creating a single-purpose app that people log into once and then delete. Instead, build a holistic, customer-first app that consolidates features and compels users to embed it into their daily lives.

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