From Super App to Super Mess: Why Most Fail
After the pandemic, companies rushed to build digital ecosystems, hoping to become the next big thing. The logic seemed solid, people were more online than ever, so why not create a one-stop platform for everything? Enter the super app. But despite all the hype, most of these ecosystems fail.
Here’s the inconvenient truth: fewer than 15% of digital ecosystems actually survive long-term. Why? The bigger the dream, the harder the fall.
Startups believe that scaling fast is the key to success. The bigger the ecosystem, the more users, the more revenue, right? Not quite. Here’s why this thinking often leads to failure:
- Solving the Wrong Problem. Super apps stack features that don’t truly address user needs.
- Lack of Focus. Instead of perfecting core offerings, businesses get distracted by too many services.
- Feature Overload. More isn’t always better; too many options create confusion, not convenience.
It’s a Design Problem, Not Execution
When an ecosystem crashes, people blame poor execution. But the real problem? A flawed blueprint from the start.
Think of it like a house: if your foundation is weak, no matter how well you decorate, it will eventually collapse.
Even the best execution can’t save a bad design.
The Ecosystem Paradox
Running an ecosystem is nothing like running a regular business. Traditional models rely on control, but ecosystems depend on partnerships, adaptability, and external factors, things that are much harder to manage.
Most leaders aren’t trained for this shift.
The Reality Check: Why Super Apps Struggle
Many companies have tried (and failed) to build massive ecosystems:
- Super App Overwhelm. Users don’t actually want one app to rule them all. They prefer specialized solutions that work well.
- Regulatory Hurdles. Governments are cracking down on super apps, seeing them as monopolistic.
- Misreading the Market. If the ecosystem grows too fast without real demand, it becomes irrelevant.
Building a Lasting Ecosystem
The secret to success isn’t scale, it’s adaptability. The best ecosystems evolve based on:
- Changing market trends
- New technologies
- Regulations and policies
- Consumer behavior
Final Thoughts
If you want to build an ecosystem that actually works, stop focusing on just expansion. Instead, prioritize smart design, real user needs, and the ability to adapt.
As a product manager, this question is always on my mind: How do we build ecosystems that thrive instead of collapse?
The answer lies in a mix of strategy, flexibility, and knowing when to pivot.
Until next time,
Giodio Mitaart
