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No other market in the world comes close to China when it comes to ecommerce. Its highly competitive digital market has spurred retail innovations that are making their way around the world.

The irony with the super apps is that you could argue that a super app is more monopolistic than whatever Apple is doing with their phones. Suzy Davidkhanian:.

Now as the industry branches beyond retail to wider commerce media, which includes travel and hospitality channels and super apps, in addition to RMNs, the growth potential is all the more enticing. Consumer packaged goods brands, for instance, aren鈥檛 the only advertisers moving increasing amounts of their marketing dollars to RMNs.

Wallet providers will lean into the super app model to further entrench younger users. Adding payment features and adjacencies that appeal to Gen Z鈥攍ike Apple鈥檚 BNPL service and support for student IDs鈥攚ill be the ticket to reaching holdouts and cementing relationships. To view the full forecast, click here. Gen Zers are driving the BNPL surge but will need a push to boost in-store usage.

Dan Van Dyke and I talked about this a long time ago, that that's going to be a super app. David Morris:. Oh yeah. I mean, it is a super app. I think. It's the Western world's version of the most advanced super app in my opinion. I think PayPal arguably as well. But the savings account, too, you're looking at an ecosystem that in and itself becomes, I think, an argument for market power.

Mobile banking app tools that allow Gen Zers to automate saving toward specific goals could resonate well with young consumers. And as we鈥檝e covered recently, they鈥檇 appreciate being able to see an aggregate view of their financial health when using mobile banking apps. FIs that can offer these capabilities should let young consumers know about them in their marketing campaigns.

The big takeaway: Mercado Pago is on track to become Latin America鈥檚 financial super app, initially growing out of the ecommerce platform but gradually coming into its own as a distinct set of products and services. First, however, it must make it through the varied regulatory weeds of its prospective empire.

When stores closed at the start of the pandemic, luxury brands leaned heavily on the Tencent-owned super app WeChat for clienteling via private groups and live video consultations with sales associates. These channels are now being used to offer high-touch, always-on customer service, with a shift in focus to supporting stores, where purchases can be completed with the full luxury experience.

A super app which would combine payments, social, some sort of chat element, you think Apple is going to introduce a new app with this? Sky Canaves:. They might find ways to integrate more stores, more brands, more shopping features into their app, more discovery features are a big part of it.

The X app is supposed to be. And if you look outside of the US borders, in particular in Asia, China particularly, those types of super apps exist and they have huge customer adoption. Tons of users. They provide an amazing amount of utility to the people who use them. And really, in the US there is no equivalent app that does as many things as some of those apps do in different parts of the world.

But leading wallets like Apple Pay, PayPal, and Chinese super app Alipay are winning over consumers through education on how they work and the limited amount of data they use, as well as through incentives like loyalty bonuses and mobile ID initiatives. The demographics: Younger and higher-income Canadians are driving mobile wallet growth.

The report theorizes that Millennials and Gen Zers can鈥檛 tell a checking account from a payment tool because they鈥檙e used to paying with merchant apps, Apple Pay, PayPal, Klarna, and Venmo.

Cash App, Venmo, and Zelle account for the majority of US peer-to-peer (P2P) payment volume, which is expected to reach $1.402 trillion this year, according to Insider Intelligence forecasts. Twitter will need to convince users that its payment service offers more value than competitors.

There, super app Rappi has given Mercado Libre and Amazon a run for their money. Its RMN solution ranked third in overall awareness among ad buyers working with the Colombian market, at 61.3%, but beat out both ecommerce heavyweights as the most used destination for placing ads. Rappi will be on nearly equal footing with Mercado Libre and Amazon for future retail media ad buys over the next 12 months.

Zip made extensive cost cuts last year to stay afloat, including exiting markets and closing its money management app. BNPL providers will make two changes as the industry transitions to 鈥淏NPL 2.0鈥�:. Leading BNPL providers will try to build super apps. They are leaning into non-BNPL services, including rewards programs, physical cards, noninstallment payment options, and price trackers.

These to me all read as signs that, okay, we've emerged out of the previous generation of apps and services on top and we're in the green and we continue to grow, but they're aware that this growth is going to run out. And the question is what's next? And I think it's a tough question to answer because they're already the audio super app.

On today's podcast episode, we discuss how much audiobooks can move the needle for Spotify, how engaging its app is versus Netflix and TikTok, and how much of its podcast success is tied to Joe Rogan. "In Other News," we talk about how badly AI can hurt your company's customer service and why Google has called for a ban on personalized ads for minors. Tune in to the discussion with our analyst Daniel Konstantinovic.

I think they're trying really hard to be the new American super app. Marcus Johnson:. Max. Max Willens:. I think it's hilarious that people are framing this as a win for Uber when they still have absolutely miserable margins and I would say pretty miserable prospects for improving those margins.

Total retail and ecommerce revenues include the sale of branded Rx, generics, over-the-counter (OTC) medicines, healthcare products, and services made via mobile app, mobile website, social, desktop, super apps, call centers, and in physical retail locations. Ripley. Total retail and ecommerce sales include sales via physical stores, traditional ecommerce (1P), and digital marketplace (3P).

That's basically, I mean I think that the whole entire idea with this is yeah, you want to have one major super app rather than representing a whole bunch of different brands. It doesn't make it really as much sense. Uber has done this in the past with certain other things such as Corner Shop for instance, which is another. Sara Lebow:. I don't remember Corner Shop. Jeremy Goldman:.

It's been a very gradual shift from mobile browser shopping to app-based shopping. Part of that is generational and another part is just the incentives and ease of use of apps and payments, for example. Sara Lebow:. Yeah, that makes sense. So the same way that Instagram has had trouble getting its users to adopt shopping within the app.

And if I start to think about what a role a bank could play in all of that, I think there is a role for super apps around life stages and helping orchestrate experiences around that. And I think that model in itself looks very different than the model that we see with traditional banking as you described earlier today. Rob Rubin:.

On today's podcast episode, our vice president of Briefings Stephanie Taglianetti hosts a mock-debate-style analyst showdown on Meta versus TikTok. Analyst Debra Aho Williamson and director of Briefings Jeremy Goldman go head to head, advocating on behalf of Meta (Debra) and TikTok (Jeremy) to prove which social platform is the bigger threat in three areas: getting people to spend time on each app, meeting advertisers鈥� needs, and AI innovation.

We've had Musk, who said that he's going to build a financial super app, so I think there's another example of them making much bolder moves, whether some of these things will come true or not, especially in the timelines that some of them had indicated, but I think for any business, even if you think about social media, they want to monetize their customer base, to David's point.

But I mean, reading this, I was reminded of WeChat, which is maybe the world's only true super app which I think is even a misnomer. It's more like an operating system, and I think what Apple is doing reminded me a lot of that. One of the WeChat's key ingredients was offering easy access to banking and financial products for unbanked or underbanked consumers for the first time.