How SMEs can thrive in the new “SuperApp” era

When I lived in Beijing and Tianjin between 2008 and 2010, smartphones were only just beginning to change how people lived. Back then, it was all about calls and SMS – apps like WhatsApp hadn’t even entered my radar. But within a few years of returning to Australia, I started receiving videos from friends in China showcasing a new app called WeChat. Suddenly everything, from messaging and social updates to restaurant payments, was happening inside one platform, often with just a quick scan of a QR code.

Around the same time, I began seeing QR codes pop up in hip cafés and bars across Melbourne. It was clear: China’s digital influence was going global, not through military power or political diplomacy, but by creating tools the world quietly adopted.

What struck me most wasn’t just the technology. The real difference was the pace. China’s tech scene operated across the full spectrum of quality. I remember trying wireless headphones that outperformed some Western brands I’d admired, while also seeing plenty of quick-turn knockoffs that barely lasted. That willingness to test, learn and scale (fast) is what made their model so effective.

Thriving in the SuperApp era: Practical steps for SMEs

Today, Europe stands at the edge of its own “SuperApp” moment. With AI-driven recommendations, social commerce and seamless in-chat payments on the rise, small businesses need to do more than keep up.

Here are five tips, based on my experience witnessing the rise of China’s SuperApp economy, that I believe should be on every European SME’s radar:

1. Use new discovery platforms

When I first experimented with ChatGPT's product discovery features, I was curious to see if it could actually recommend something useful, rather than just generic links. So I asked ChatGPT to “find a handmade leather wallet from a European seller.” To my surprise, it showed me Shopify links with clean photos, natural product titles and authentic-sounding descriptions.

These weren’t the brands I expected. Instead, it surfaced small businesses. The ones that had invested time in writing in a more human, conversational tone.

That’s when it clicked for me. AI discovery isn’t about big budgets or clever SEO hacks anymore. It’s about clarity, authenticity and tone.

2. Try TikTok Shop as a new sales channel

I’ll admit, I was initially sceptical about TikTok as a serious e-commerce platform. But that changed when I visited family in Germany and saw my younger cousins casually buying skincare products straight from a live stream. No website, no checkout friction, just tap and pay.

That moment stayed with me.

For SMEs, TikTok Shop has moved beyond a trend. It’s changing how people, especially Gen Z and Millennials, discover and buy products. It blurs the line between entertainment and commerce, and the best part? You don’t need high-end production.

I’ve tested this with peers running small shops: often, the most engaging videos were recorded with a phone, a steady hand and a sense of humour. No need to be perfect, just real.

3. Update your SEO for conversational search

One of the biggest shifts I’ve seen is how people search for products. It’s no longer just typing keywords into Google. Consumers now speak naturally to tools like ChatGPT, asking things like, “Where can I buy sustainable kitchenware near me?” or “What’s the best lightweight drill for small jobs?” They expect human-sounding answers instead of lists of ads. It makes sense: when customers ask conversational questions, products described in the same tone are easier for AI to match.

For SMEs, this means updating your content to sound less robotic and more like how customers actually talk. Don’t just stuff your website with keywords. Think about the questions customers might ask and answer them in natural language. 

Create product descriptions and website copy that anticipate conversational queries. It’s a subtle shift, but one that will determine whether your business appears in the new AI-driven discovery channels.

4. Make the experience seamless and omnichannel

If there’s one lesson I’ve learned from working across industries and markets, it’s that customers don’t think in channels. They just want things to work. Whether they’re chatting on WhatsApp, scrolling through Instagram or using an AI assistant, people expect to browse, ask questions and complete purchases without switching platforms or re-entering their details.

For SMEs, this might seem overwhelming. But I’ve seen small businesses turn this challenge into an advantage – building loyalty by removing friction at the point of need.

The key isn’t to chase every new channel. It’s to think from your customer’s perspective and ask: “Where do they want to interact with me, and how can I make that journey seamless?”  

The businesses that answer that well – with clarity and consistency – are the ones customers return to.

5. Focus on simplifying people’s lives

At the heart of all these innovations, from AI-driven search to QR code payments, is a simple truth: technology should make people’s lives easier. It’s tempting to chase the latest tools, but what truly matters is whether those tools solve real problems for customers.

In my own work, I’ve learned that the best solutions are often the simplest. It’s not about having the flashiest features; it’s about removing friction.

These may seem like small steps, but they add up. Simple, thoughtful touches like these turn a first-time buyer into a loyal customer, not because you dazzled them with tech, but because you made things easy.

Europe’s journey toward a SuperApp era won’t happen overnight. But SMEs who experiment with tools that simplify (not complicate) the customer journey will be the ones who quietly win.

Conclusion

Watching China’s digital ecosystem evolve taught me one lasting lesson: don’t underestimate how quickly new habits can reshape entire markets. What seemed futuristic just a few years ago – QR codes, in-app payments, AI-driven shopping suggestions – is becoming an everyday reality in Europe.

The businesses that will thrive in this new SuperApp era aren’t necessarily the biggest. They’re the ones that stay curious, adapt quickly and keep the customer at the centre of every decision.

For SMEs, now is the time to learn, experiment and get comfortable with these changes. The sooner you begin, the easier adapting will feel. You don’t have to do everything at once. But you do have to start. Because the next digital revolution is already here – and it’s happening faster than you think.