Gojek is the first Unicorn and Super app from Indonesia. It has been instrumental in transforming the global perspective on Indonesia and Southeast Asia among the Western diaspora. In this blog, learn the reason behind Gojek’s rise to the top and see why having a super app is crucial in today’s era.
Indonesia’s ride-hailing market has been divided into two companies competing head-to-head with a very close market share. The entire year 2023 has been a back-and-forth ride of dominance between the Gojek and Grab super app companies. Starting with ride-hailing, their apps are known to deliver almost anything, even remotely available nearby.
However, here, the current focus is on the company that started it all: Gojek. With a formidable portfolio of funding, Gojek’s impact on employment opportunities has had far-reaching effects in neighboring countries. Even the government had to revise the minimum wages and per-capita income of the delivery drivers because of Gojek’s transparent and truly unique business model.
To truly understand the history of the rise of Gojek, you must learn about its current business model, especially super apps.
Super Apps are all-in-one multi-functional mobile applications that work primarily on on-demand services. They are called all-in-one because, apart from delivery services, people can make payments, use service providers, and even buy properties. In general, super apps contain mini-apps, each having a specific feature of its own, like ride-hailing, food delivery, sending couriers, and much more. As of now, Gojek offers more than 20+ products across transport and logistics, food, and payments, among others.
Compared to Europe or the US, Super Apps in Asia have gained notable popularity, with at least one super app ruling the entire country’s market. For instance, WeChat in China, LINE in Japan, KakaoTalk in South Korea, and now Gojek and Grab in Indonesia are common names among households. This trend of having a super app for all needs is understandable, as most people find much more convenience when they find everything in one app. There is also the matter of giving out information to 10 different apps instead of one. However, there are other important factors to consider when it comes to discussing the rise of Super Apps.
Super apps, offering multiple services from one place, are known to make life easier for users. Currently, an average user has about 80+ apps on their smartphone. Having so many apps raises privacy and device memory concerns.
In the case of Gojek, it was started as a call center to connect people to courier delivery. Two-wheeler ride-hailing services were introduced to meet the increasing demands of users for convenient transportation. However, the app didn’t hit the market until 2015 and didn’t take much time to showcase its true potential after that.
Moreover, the app became synonymous with companies that needed more presence among its more technologically inclined user base. That is why the rise of super apps can be seen in Asia. It was the people who made it all possible.
Currently, the Super App market in Asia is expected to have a CAGR of nearly 30% by 2030. Hence, it is pretty evident that the Asian market is a perfect environment for app-based startups to flourish among the public. In between all this, a Super App holds the key to market disruption, coupled with innovative marketing campaigns and predictive customer analysis.
Gojek’s success may be attributed to its services, competitive pricing, focus on local needs, and flexibility. For instance, over the past three years, Gojek users have given over USD 20 million in tips to the platform’s driver-partners and service providers. This reflects Gojek’s Super App proposition to create a great offering for consumers while delivering a positive social impact throughout Asia. When it comes to quality services, Gojek has set the bar high by identifying the potential and satisfying each demand.
From the beginning, Gojek was focused on improving “the welfare and livelihoods of the Indonesian people.” This came from solving the ever-present problem of getting from one place to another. While the infrastructure can’t change, along with the status of the road and the population of the country, the technology can. Gojek tapped into the need for a ride-sharing and hailing service and made it more accessible to find and pay a driver. Other additions like food delivery, on-demand massage, courier services, and bill payments opened more doorways to hidden market potential.
Gojek thoroughly understands Indonesia and has carefully planned its international expansion towards cross-country growth. It has tailored its services to the specific needs of businesses and residential demands. They understood very early that, with collaboration, they could have a hard time expanding to other states. Hence, Gojek started small companies that run independently of the Indonesian mothership. They will, of course, have the backing of their established leader and will open up more collaboration with local partners around local needs.
Gojek plays the same role in Indonesia as Amazon does in the US but with more impact. With its Super App presence, Gojek supported countless small businesses in Indonesia that impacted living standards and economic growth. By suddenly allowing people to learn new skills and reach new customers, Gojek was able to create new on-demand businesses that transacted on the super app and found considerable online success.
Now, independent drivers can use the app from a larger area to complete a delivery. With full accident insurance and private health insurance, they can benefit from surge pricing to find customers during peak hours. With cashless payment, Gojek gives drivers access to online banking as well.
There is also a second hugely popular market for online food deliveries that is reaching the ride-hailing market. Gojek’s on-demand food service, GoFood, offered aspiring restaurateurs and micro-entrepreneurs to get into the business of online food deliveries. Therefore, the concept of a dark or cloud kitchen came into existence. Gojek reports that small businesses increase their sales by 350% on average with GoFood.
When it comes to making a Super App from scratch, there are a couple of things to keep in mind. The most common one is to have a core service that defines your business. In other words, the concept of having a Super App can only take flight if you prove your worth as a reliable business in any on-demand service. However, the design and development of the app must have a list of various features that you can market in the future, labeling it as a super app.
To create a robust blueprint for a Super App, you need to get a considerable amount of help from professional agencies. Hence, look for an experienced app development firm that has done previous work around the concept of a super app. Finding a place that develops a one-service app is easy. That is why you must search carefully.
Moreover, there is also the option to buy the super app and customize it as per your business. Modern entrepreneurs are taking this option with the utmost seriousness as it saves both time and money, allowing them to take a chance in the market and see the feedback as well.
For this, you can contact a white-label firm and inquire about a demo to test thoroughly before making the final decision. Buying the source code also customizes the features and functionality of the app as per your business needs. Here, you don’t have to hire any in-house developer or designer to create user, driver, and service apps and launch your business in the market.
Super apps have transformed the way most people interact with online businesses. They are the future of mobile applications, coupled with AI and ML. If you want to have a long career out of starting online businesses, stick to one and start on-demand deliveries with the help of a Super App. Invest in a ready-made clone like Gojek Clone or Uber Clone and find yourself earning hordes of profit from day one.