Published: 05 June 2023
Consumer superapps promise to drive lead generation and traffic to their partners, yet those gains may come at the expense of future business success. Executive leaders should be wary of making a consumer superapp or making superapp involvement a core part of their B2C strategy.
This Maverick research challenges the hype that investing in consumer superapp development and partnerships is a safe way to build your business. It cautions that most enterprises will find superapp investments to be wasteful and distracting.
Creating a consumer superapp requires a high level of maturity in composability, miniapp ecosystem cultivation, UX and governance that exceeds the capabilities of most organizations in 2023.
Superapps offered by other providers may have limited capabilities for market targeting, analytics and conversation tracking. They also limit control of a miniapp’s user experience and provide easy access to competitors.
Superapp providers can commoditize the
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