The race for super-apps is intensifying in the Middle East.
Unlike Western markets, where tech giants like Google, Apple, and Meta maintain distinct app ecosystems with strict integration limits, countries like the United Arab Emirates and Saudi Arabia are witnessing a technology revolution reminiscent of China’s WeChat.
Dubai-based Careem, originally a ride-hailing company, has evolved dramatically. It now offers a comprehensive platform that handles everything from transportation to food delivery, grocery shopping, payments, and even home cleaning services. Similarly, Talabat has expanded its offerings beyond food delivery to include groceries, health and beauty products, and exclusive dine-out deals. Even messaging app Botim has diversified, now facilitating international remittances and bill payments alongside its primary communication features.
This explosion of super-apps in the region highlights its growing ambitions in artificial intelligence. President Trump’s recent visit facilitated partnerships that enhance regional tech capabilities, paving the way for major deals crucial for data centers and advanced chip access. With a high rate of smartphone adoption, the Middle East emerges as an ideal testing ground for tech platforms eager to expand their horizons.
Rishabh Singh, vice president of products at Astra Tech—Botim’s parent company—notes that “consumers are increasingly prioritizing convenience, seamless integration, and time efficiency over siloed, single-use solutions.” This shift gives people back their precious time, allowing them to focus on what truly matters in their personal and professional lives.
Market research by Dubai-based Sapience reveals that more than 60% of UAE residents want to declutter their smartphones by consolidating multiple apps into a single super-app.
Recognizing this trend, Careem began its transformation as early as 2017. According to Adeeb Warsi, the company’s chief operating officer, “By 2017, early 2018, it was clear to us that we had to expand into adjacent markets.” The priority became identifying these adjacencies and determining their level of investment.
In January 2020, Careem was acquired by Uber, further facilitating its growth trajectory.
The onset of the Covid-19 pandemic accelerated transformation within the region. As lockdowns were enforced, ride-hailing services took a hit, prompting companies to pivot aggressively to new offerings. Careem capitalized on this opportunity to bolster its food delivery service, resulting in the robust, all-in-one platform users have today. By mid-2020, it had consolidated its various services into a single app, establishing a unified digital experience.
Warsi explains that “our goal was a simplified, frictionless experience across multiple services,” which involves maintaining a single digital wallet and securely storing payment methods and addresses.
Consumers are increasingly prioritizing convenience, seamless integration, and time efficiency over siloed, single-use solutions.
Careem now boasts 50 million customers, utilizing its diverse offerings ranging from car rentals to freight logistics.
Botim has reported an incredible fivefold growth in remittance activities and a fourfold rise in multi-currency card usage in just one year. As Singh points out, more than 60% of Botim users engage with three or more services each month.
A newcomer, Le Concierge, emerged in 2022 as a luxury super-app aimed at high-end consumers. Its offerings include chauffeur-driven services and on-demand personal shopping, catering to a lifestyle that reflects the opulence and innovation synonymous with the UAE’s culture.
“The UAE is a launchpad for innovation,” says Khalfan Aldhaheri, founder and CEO of Le Concierge, crediting high digital adoption, government-led tech initiatives, and a lifestyle centered on convenience and quality as pillars of this growth. “The daily rhythm of business, luxury, and hospitality that defines life in Dubai inspired us to build a solution worthy of its environment.”
Saudi Arabia’s Data and AI Authority has also introduced the Tawakkalna 2.0 super-app, which boasts over 32 million users. Meanwhile, Egypt’s Yalla super-app has attracted over 2.7 million users.
In contrast to the fragmented digital landscapes of places like California, residents of Dubai efficiently manage their lives with just two or three super-apps.
“I used to juggle between so many apps — one for food, another for commuting, and a third for paying bills and sending money home,” shares Anitha Suresh, a Dubai-based IT professional. “Now, I just use one app; it’s so much simpler.”
The concept of a super-app first gained traction in Asia, with China’s WeChat evolving from a messaging platform in 2011 to a comprehensive ecosystem that serves over a billion users, offering services ranging from payments to healthcare bookings. Southeast Asia’s Grab and Gojek followed suit, while Latin America’s Rappi developed a similar framework.
Despite this growth, no single entity has achieved WeChat’s level of dominance in the Middle East. Companies like Deliveroo and Amazon face fierce competition from local players, while newcomers like Yango and Bolt strive to carve out their niches. This scenario mirrors patterns in the U.S., where even established companies like Uber have faced challenges in their super-app ambitions.
Aldhaheri notes that “unlike Asia, where super-apps like Gojek evolved from single-use tools, the UAE market is primed for a more holistic leap,” one that integrates multiple services from the start.
In the Middle East, the success of digital pioneers relies heavily on regulatory navigation. Careem’s collaboration with Dubai’s Roads and Transport Authority for taxi-hailing exemplifies how strategic government partnerships are foundational to digital expansion. Warsi highlights the variability in regulatory frameworks across the region, stating that “each country has its own set of rules, which can differ significantly.”
Similar to the approach taken by Grab and Gojek in Southeast Asia, local customization is key. For example, Grab tailors its food delivery service for different countries, offering unique features in Indonesia and Vietnam.
While observers in the West may view the Middle East’s super-app emergence as both an opportunity and a challenge, developments in cities like Dubai and Riyadh signify a transformative moment for the tech industry overall. Aldhaheri points out that this movement foster a healthier and forward-looking technology market on a global scale, contributing to a more inclusive digital future.
