Are ‘super apps’ on your radar? They should be. As consumers’ purchasing journeys become increasingly omnichannel – combining commerce, payments and messaging – super apps enable a convenient place to access these experiences via a single interface.
A new report by Juniper Research4 found global spend via conversational commerce channels will reach US$135 billion by 2027 – up from US$39 billion in 2023. Furthermore, 47% of spend will be on Over-the-Top (OTT)-based channels, such as WhatsApp and WeChat, by 2027.
“As the development of super apps will create a new ecosystem for business messaging, communication service providers must ensure that they have strong, proactive partnerships with the most popular super apps to maximize their role in the conversational commerce value chain,” said research author, Elisha Sudlow-Poole5.