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Who will win the superapp battle in Indonesia?
Superapps that can offer the most comprehensive and cheapest services will capture people’s hearts, according to digital economy experts.
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App battle: Gojek, Grab, Airasia, Shopee and Traveloka are among the technology companies aiming to be superapps. (JP//Eisya Eloksari)
F
ive years ago, people might not believe that they would be paying their bills on a ride-hailing app or ordering food from an online travel agent (OTA), but as technology companies aspire to be superapps, the possibilities are endless.
Southeast Asian ride-hailing giants Gojek and Grab started their superapp journey in 2015, when Gojek rolled out its food delivery service GoFood and Grab launched its courier service.
Recently, other companies such as Singapore's Sea Group, Indonesia’s Traveloka and Malaysia’s AirAsia have been challenging the two household names in becoming an all-encompassing service provider.
Becoming a superapp means that consumers would use one application for almost, if not all, their needs, but can such a model work in Indonesia? Will there be a single winner in the superapp battle?
Superapp players and services
“Digital companies are definitely racing to become superapps. They are developing their ecosystems to become bigger, catering to various demands,” Institute for the Development of Economics and Finance (Indef) researcher Nailul Huda told The Jakarta Post on Monday,
