Indian E-commerce players trying ‘Super Apps’ to scale business

Reliance’s entry in India’s fast-growing e-commerce is set to cause massive disruption in its e-commerce space.  Though Reliance has kept most of its plans under wraps, but one key piece of info that has slipped out is that the company is developing a ‘Super App’ that can offer up to 100 services. The ‘Super App’ will enable its users to order goods and services on its platform and will also let them pay bills through an in-app payment service.

India is a mobile-first nation and has a self-contained network to offer convenience to the demanding consumers.  Amid this almost all e-commerce players are racing to develop versatile applications to get more customers. 

Race for Super Apps

Reliance is said to be partnering with third-party applications in different verticals for its app. But Reliance is not the first company to try its hands at this Super App approach, many Indian companies have done this before.

Flipkart’s payment vertical PhonePe integrated several services like bill payments, Ola cabs, RedBus bookings and more. It has over 150 million users. And that is enough to provide a ‘Super App’ experience, which offers app integration of over 25 large apps including Goibibo and OYO. PhonePe is attempting to become a holistic company that provides 360-degree services.

E-commerce giant Amazon is also looking to develop a super app to enable end-to-end fulfillment for its customers. This app may range from food delivery to ticketing services.

The super app trend is becoming popular in other Asian countries too. And in this race, where the home grown all-in-one apps like JustDial and Hike Messenger have received a lukewarm response, Reliance may finally deliver on the super app promise. 
A super app at this juncture would put Reliance in a pole position to create India’s WeChat. The other local players in the market like Snapdeal, Paytm, Freecharge, Flipkart, and Hike have failed. 

Jio is already serving over 300 million subscribers in India and it has pushed a phenomenal growth of data and voice traffic in the country.