How the Superapp Model Is Changing the Kazakhstan Market

A few years ago most digital services operated separately.

Banks were separate.

Marketplaces were separate.

Delivery was separate.

Payments were separate.

Today Kazakhstan is gradually moving toward the superapp model.

And honestly, users are already starting to see this as the new normal.

What Is a Superapp

Users open one app and inside it they can:

— pay

— shop

— order delivery

— make transfers

— use bonuses

— access services

A superapp becomes a digital ecosystem around the user.

People increasingly expect everything to exist inside one convenient system.

That is why ecosystems are starting to dominate markets.

The more time users spend inside one app:

— the higher the retention

— the more purchases happen

— the stronger customer loyalty becomes

Kaspi trained users to expect:

— payments

— marketplace

— installments

— transfers

— government services

inside one interface.

And after that user expectations across the market changed dramatically.

Today customers do not want:

— too many apps

— complicated payments

— separate accounts

— unnecessary steps

The less friction a product has, the stronger it performs.

At SoftSale we increasingly notice businesses wanting to build complete digital ecosystems rather than just websites or apps.

Because today competition is shifting away from “who has more features” toward “who has the most convenient ecosystem”.

Kazakhstan is gradually moving toward a superapp-driven market.

And in the future, the companies that win will be the ones that become part of users’ everyday habits through strong digital ecosystems.