By Sue Azari, eCommerce Industry Consultant, AppsFlyer
In a world where economic uncertainties and geopolitical tensions are reshaping global markets, the GCC region stands out as a beacon of stability and growth. While many markets grapple with trade disruptions and shifting consumer behaviors, the region’s robust infrastructure and mobile-first populations present a unique opportunity for brands seeking to expand internationally.
This strategic move, which for the purposes of this piece, I’ll refer to as ‘internationalization’, is not merely about entering new markets; it’s about building resilience against global shocks. Companies like Temu and Shein have demonstrated the importance of agility in their advertising strategies. In response to U.S. tariffs, both brands significantly increased their ad spend in the UK and France (Temu by 40% in France and 20% in the UK, and Shein by 35% in both markets) while reducing their US ad budgets.
The Enabler of Internationalization
At the heart of this internationalization lies Super Apps. These integrated platforms combine multiple services such as shopping, banking, messaging, and more into a single mobile experience. While in the past, the concept of Super Apps may at times have been overhyped, their impact is undeniable.
In the GCC, homegrown platforms like Noon and Careem exemplify the potential of Super Apps. Noon has expanded its offerings beyond e-commerce to include services like food delivery and digital payments, while Careem has evolved from a ride-hailing app to a comprehensive platform offering services ranging from food delivery to financial services. These platforms not only cater to the diverse needs of consumers but also provide brands with a consolidated channel to reach a wide audience.
Looking beyond the GCC, regions such as Africa, Europe, India, and the Philippines – all of which are fertile grounds for expansion – are all perfectly set up for Super Apps to thrive. In Africa, mobile-first strategies have proven successful, with regional telecom operators tapping into the mobile app economy to offer services ranging from mobile money to entertainment. Similarly, in India, the proliferation of smartphones and affordable data plans has led to a surge in mobile app usage, creating opportunities for brands to engage with consumers in innovative ways.
The Power of First-Party Data
In addition to being an enabler of geographic expansion, one of the most compelling reasons for brands to embrace Super Apps is the access to rich first-party data. We’re in the privacy first era. Google’s phase-out of cookies and Apple’s App Tracking Transparency (ATT) framework are just two signs of this fact which has made relying on third-party data increasingly challenging. Super Apps, however, offer brands a treasure trove of first-party data, providing insights into consumer behaviors, preferences, and spending patterns.
The potential for this data is unprecedented. Not only can it drive better decision making and aid conversions, but it could also translate to entirely new revenue streams. Take Uber for example. The company’s comprehensive ecosystem generates a wealth of user data. This data not only enhances user experience through personalized offerings but also fuels Uber’s advertising business, which surpassed US$1 billion in annual revenue in 2023.
The Necessity of Localization
While Super Apps offer vast potential, success in international markets requires more than just presence; it demands localization. Tailoring the app experience to align with local preferences, payment behaviors, and cultural nuances is crucial. This means adapting checkout flows to accommodate local payment methods, offering regionally relevant promotions, and aligning creative content with cultural shopping habits.
For instance, in the Philippines, mobile wallets like GCash and PayMaya dominate the digital payment landscape. Brands looking to succeed in this market must integrate these payment options into their platforms to provide a seamless user experience. Similarly, in Europe, preferences for delivery times and payment methods vary widely, necessitating customized approaches to meet consumer expectations.
The Importance of Measurement in Super App Ecosystems
In the realm of Super Apps, measurement transcends traditional analytics; it becomes a strategic imperative. As these platforms consolidate various services, the customer journey becomes more intricate, spanning multiple functions within a single app environment. Traditional attribution models often fall short in capturing this complexity.
Managing this complexity requires a shift in how measurement is approached, moving beyond fragmented analytics to build a framework that accounts for the full breadth of user behavior. Equally important is how that data is handled. Privacy must be built into the infrastructure, not layered on after the fact. When a user’s entire digital experience takes place within a single app, privacy is not just a compliance issue; it becomes an essential commitment.
This is where mobile measurement platforms come into play. By providing robust attribution and measurement tools, they enable brands to gain a comprehensive understanding of user interactions across different touchpoints. This holistic view allows for more accurate performance tracking, informed decision-making, and the ability to optimize marketing strategies effectively.
For marketers operating inside Super Apps, measurement is no longer a technical task; it is a strategic imperative. The brands that win in this environment will be those that can gain insights without compromising integrity.
Embracing the Future of Global Expansion
As the global landscape continues to evolve, Super Apps present a transformative opportunity for GCC brands seeking to expand internationally. By leveraging the reach and capabilities of these platforms, brands can access new markets, engage with mobile-native audiences, and build resilience against global economic shifts.
However, success in this endeavor requires more than just adopting new technologies; it necessitates a deep understanding of local markets, a commitment to data privacy, and a strategic approach to measurement. By embracing these principles, brands can navigate the complexities of internationalization and position themselves for sustainable growth in the global marketplace.
