In certain parts of the world, citizens and mobile users rely on super apps for many things in their daily lives.

These platforms consolidate various services–from payments and bureaucracy to social networks and entertainment–into a seamless experience in one app. The concept is thriving in Asia, but why hasn’t it emerged in the West yet and are we looking towards a future in which it might take shape?

WeChat: The Global Benchmark

The best-known example of a fully functional super app is WeChat, developed for Chinese citizens by Tencent. WeChat is used for everything: shopping, messaging, paying bills, booking taxis, accessing government services, and even playing games. Although initially launched as a simple messaging service, it has now evolved into a full-scale ecosystem of digital services. WeChat Pay enables users to experience seamless transactions and e-commerce shops are also integrated into the app. Mini programs, government services, and social media features form an all-in-one convenience that makes WeChat indispensable.

Having all these functionalities under one umbrella reduces the software bloating that many Westerners can’t avoid with everything having its app nowadays. Some industries, particularly online gaming and entertainment, are introducing features similar to super apps. Innovative online casinos like LuckyBlock are showing that through features like live-streamed games, interactive leaderboards with social elements, and overarching crypto integration it’s possible to blend networking, iGaming, and traditional games into a close-knit system, mirroring the all-encompassing experience provided by super apps. However, true replication of this model faces some significant hurdles in the West.

The Western Challenge: Regulations and Markets

China’s centralized digital ecosystem is thriving under the support of its government, whereas the West faces significant regulatory and market challenges. The legal landscape is arranged to allow the liberal economy and democracy to thrive. In turn, this makes it impossible for a single app to dominate the scene completely.

Laws like GDPR (General Data Protection Regulation) place very strict limits on the methods through which companies collect and share user data. Super apps in their essence have significant conflicts with privacy laws like this. Additionally, regulators in the West have been putting pressure on big tech companies for their monopolistic tendencies. Apple, Meta, and Google have all been scrutinized for their aggressive service integration, which has made it hard for one company to consolidate industries and services under a single app.

Years of decentralized practices has led consumers being used to specialized apps that all serve a single purpose. While this might not be the most convenient method to handle digital tasks, changing habits like this after they are rooted is a major challenge. Despite all that, some companies are trying to cross the barriers and move towards super app-like features step by step.

The Slow Integration: Super App Features in the West

Although we have yet to see a full-fledged super app appear in the Western market, some industries and tech companies are moving closer toward a higher level of consolidation. This is most noticeable in the field of social media. Meta, the owner of Facebook, Instagram, and WhatsApp, has integrated in-app shopping and peer-to-peer payments. One of the visions for X (formerly Twitter) was to transform the microblogging platform into an “everything app” similar to WeChat, incorporating content and social media with payments and commerce. Digital wallets by Google and Apple are also expanding, introducing digital ID verification layers, as well as BNPL (buy now pay later) options and additional financial services.

Gaming and entertainment industries are not surprisingly at the forefront of the integrations. Streaming platforms, gaming services, and online casinos are all increasingly blending different aspects into a more unified experience. Twitch and YouTube Live are making a move from passive entertainment into interactive experiences by allowing users to engage and become active participants in the stream through tips, chat, interactions, and live polls. Similarly, iGaming platforms are enabling social engagement and providing increased capabilities for interaction through live-streamed gaming on tables managed by dealers in real time. Apple Arcade, Netflix Games, and Xbox Game Pass are now merging traditional forms of entertainment into subscription services, bundling features together similar to super apps.

Loyalty programs, challenges, and social elements like leaderboards are popping up in many different apps and platforms, encouraging users to engage more, but also to connect different services. Gamification methods like rewards and daily missions and streaks are common in entertainment apps, but they are also overflowing into shopping and social media, making the whole ecosystem feel more comprehensive. This is still but a glimpse of what might be if the Western developers decide to make bolder moves.

Conclusion: Will the West Embrace Super Apps?

Despite the many hurdles in the form of regulations and challenges of the free market, we can see that there is a tendency to move towards a more integrated digital world. While a single super app that would encompass all aspects of life like WeChat is unlikely due to privacy laws and concerns, a network of interconnected apps with a similar level of convenience might be possible. Social media, gaming, and finance industries are already taking charge and demonstrating how multiple platforms can turn into ecosystems. Whether there will be a super app revolution – the years ahead will tell.