The KSA market is evolving rapidly, driven by a large, tech-savvy population that actively engages with multiple online services across commerce, finance, and entertainment. Demand for super apps (platforms that consolidate multiple high-frequency services), is rising quickly.
Several Q-commerce platforms, fintech solutions, and digital marketplaces are well-positioned to lead this shift, thanks to their large user base and high transaction frequency. In Q-commerce, the anchor categories have been food delivery and grocery, driving frequent app engagement. However, significant untapped potential remains in adjacent categories, such as pharmacy, electronics, personal & home care services, and bill payments, that could further deepen engagement and accelerate the path toward super-app status.
This article explores consumer readiness for super apps and opportunities that could unlock the next phase of growth for Q-commerce apps.
KSA has a large base of online shoppers
The Kingdom boasts a robust digital infrastructure and supportive regulations for online services, driving internet penetration to 95% and online shopper adoption to ~59%. By 2030, this figure is expected to reach 77% of the population, fueled by increased adoption in hinterland regions and a growing influx of expats.
These consumers are becoming increasingly digitally savvy, with many engaging across three or more services every month
These consumers are not only connected but also highly engaged; over 50% of Saudi consumers use more than three online services. Bill payments, online shopping, and food delivery are the top use cases, with nearly half of the internet population using them on a monthly basis.
This shift has fueled a growing preference for super apps
Over 70% of KSA’s digital consumers express high interest in adopting super app solutions, driven by the appeal of one-stop convenience, unified payments, and exclusive cross-category offers. This strong demand signals a readiness for platforms that can integrate multiple high-frequency services under one seamless user experience. Globally, the super app model has already proven its effectiveness. In China, WeChat transformed from a messaging platform, while in Southeast Asia, Grab and GoTo started with ride-hailing as their core offering and expanded to other verticals.
For businesses, this presents a significant opportunity to expand offerings
For KSA, the opportunity lies in applying these proven global playbooks to local market dynamics. Q-commerce platforms, telco & fintech and digital marketplaces are well-positioned to lead this charge.
Several Q-commerce/Digital marketplace platforms are strategically placed to capture super app opportunity:
Careem: Already a super app in UAE, with verticals encompassing ride-hailing, food delivery, quick retail, payments & remittance, home services, and much more.
Noon: Leveraging its e-commerce dominance and expanding quick commerce with Noon Minutes, recently launched home services in the UAE
Jahez: Combining proven profitability in food delivery with expanding service offerings
Hungerstation: Building from its food delivery leadership toward broader service integration
Ninja: Positioning aggressive growth strategies across multiple verticals
In Q-commerce, while food and grocery have led adoption, categories like pharmacy, fashion, and personal and home care services remain largely untapped
While Q-commerce adoption is strong, particularly in anchor categories like food delivery and grocery, significant headroom exists in underpenetrated verticals. Categories such as pharmacy, electronics, personal care, and home services have a high super app preference score, suggesting meaningful opportunities to drive additional GMV in the coming years.
We hope you’ve found these insights helpful. For a more detailed discussion or to explore how these shifts may impact your business, feel free to reach out to us!
