In Uzbekistan, the number of super-apps has grown dramatically in recent years. At first glance, this is good: the market is developing, and companies are looking for new ways to grow. But the super-app model has a classic pitfall: the desire to add everything at once gradually turns the product into an overloaded and confusing one. Stocks are mixed with movies, insurance with delivery, and finance with entertainment content. The user gets lost: they don't understand why they came, and the company loses focus and trust.
The example of Olam.uz 15 years ago shows what this leads to: there were more and more sections, but the meaning was lost. Now a similar situation is repeated in some super-apps. Conversely, successful examples, such as Yandex Go or ATTO, show that combining only logically related services creates a convenient and understandable scenario for the user. By clearly answering the questions "why am I here, what am I taking, and why am I coming back," they maintain focus and trust.
The conclusion is universal: it doesn't matter if it's a super-app or a regular product, trying to fit everything in one place is dangerous. The user values specific benefits, and the company becomes stronger when it concentrates on the main task, not on a multitude of unrelated functions.
