Why Europe Is Lagging Behind in the SuperApp Race

Today’s insights are brought to you by Basia Rybicka, Commercial Director at Netguru.

Imagine an app that does it all—pays your bills, delivers groceries, books rides, and connects you with friends. This is the promise of superapps, and they’re already changing daily life in Asia and the Middle East.

But why isn’t Europe keeping up?

Despite its advanced technology landscape, Europe faces unique challenges in adopting superapps.

Here are the key reasons for the lag:

• Fragmented Market: Europe’s linguistic and regulatory diversity makes it tough to scale a unified platform. While a superapp might thrive in France, adapting it to Spain or Germany requires significant re-engineering.
• Strong Competition: Specialized apps like Revolut, Deliveroo, and WhatsApp dominate niches, leaving little room for a single all-in-one solution.
• Regulatory Hurdles: GDPR and anti-monopoly regulations add layers of complexity, making it harder for businesses to create data-driven ecosystems.
• Cultural Barriers: Europeans tend to prefer niche, decentralized apps over the all-encompassing convenience of superapps.

However, all hope isn’t lost. Europe’s thriving fintech sector, growing demand for cashless payments, and emerging players like Revolut and Klarna signal potential.

With the right partnerships, user-centric design, and government incentives, Europe could bridge the gap and embrace superapps.

Curious to know more about what needs to change to kick start European superapps? The story continues next week.

Best regards,

Basia