In recent years, more and more companies have turned their applications into Super App, which is triggered by users who are increasingly doing digital activities.
According to the Ipsos SEA Ahead Wave 5 report released in January 2022, 51% of Southeast Asians say they now shop online more often, and one in two people say they pay more often with digital wallets or other cashless options.
In addition, the Ipsos study also revealed that 82% of digital app users in Southeast Asia ordered food delivery and 43% used ride-hailing services. Now Ipsos is again conducting a survey to find out the best super apps in Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam, involving 3,500 respondents.
"Given the uncertainty of how a Super App is defined, we first devised criteria to define what a Super App is. This allowed us to create a list of Super App candidates in each country, which we then compared user ratings based on 4 main Super App indicators, namely user experience, engagement, awareness, and usefulness," explained Soeprapto Tan, Managing Director of Ipsos in Indonesia, in a statement received by us.
A Super App is often defined as an application that offers many services to meet different needs. In this survey, Ipsos defined Super App as an application that offers more than 3 digital services, such as transportation (ride-hailing), e-commerce, payments, food delivery, grocery shopping, and others. Social media-based applications were not included in this survey.
Based on these criteria, Ipsos arrived at the following list of Super Apps for each country:
Indonesia: Shopee, Tokopedia, Lazada, JD ID, BliBli, Bukalapak, Grab, Gojek, & Traveloka
Malaysia: Shopee, Lazada, Grab, Touch n Go eWallet, & AirAsia
Singapore: Shopee, Lazada, Grab & Zig
Philippines: Shopee, Lazada, Grab & Gcash
Thailand: Shopee, Lazada, Grab, AirAsia & Lineman
Vietnam: Shopee, Lazada, Grab, Gojek, & Be
Based on user survey results, Super App is ranked based on an index that combines 4 main indicators, user experience, engagement, awareness, and usefulness. The best Super App rankings in each country are as follows:
Based on the survey, Grab got the highest score, with an average total index score of 63. Grab's own score was highest in Singapore and Vietnam, Malaysia, the Philippines, Indonesia, and finally Thailand.
Shopee occupies the second position, with an average total index score of 52. After Shoppe are Lazada (42), Gojek (22), Tokopedia (14), Traveloka (12), AirAsia (10), BliBli, BukaLapak & JDID (10 each), GCash (8), Touch n Go eWallet (7), Lineman (6), Be (5), and Zig (3).
"Based on the total average score in each indicator, Grab achieved a higher total score and therefore Grab is ranked first as the best Super App in Southeast Asia, chosen by users," concluded Soeprapto Tan.