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WHAT IS MINI APP? WHY YOU SHOULD CREATE YOUR FIRST ONE?
Mini Apps or Mini Programs are small applications developed within Super Apps, allowing users to access them without the need for frequent downloads or updates like Native Apps (applications for Android and iOS) or Hybrid Apps (cross-platform applications)
Currently, there are various types of these apps, but the most popular ones include:
- On social media Super Apps: Facebook, Zalo
- On eCommerce Super Apps: Shopee, Tiki, Lazada
- On financial Super Apps: MoMo
For example: Mini App on Momo
In addition to internal apps like ‘Heo Đất Momo’ or ‘Đi bộ cùng MoMo,’ MoMo has ambitious plans to expand its ecosystem by integrating these apps from partner brands. This e-wallet has allowed the integration of these apps from various brands in different sectors such as 7Eleven, AhaMart, Highlands Coffee, etc.
Advantages
No registration fees
All Super Apps such as MoMo, Tiki, Shopee, Lazada, and Zalo allow other brands to register for free. However, businesses must pay for in-house IT teams or outsource to external units to develop these apps.
Save time
Compared to Native Apps or Hybrid Apps, Mini Apps have a simpler framework (pre-written code segments) and useful APIs (Application Programming Interfaces), enabling developers to deploy applications quickly within a cost-effective budget.
Leverage the ecosystem and users of Super Apps
When businesses release these apps on Super Apps such as MoMo, Zalo, Tiki, Lazada, and Shopee, these brands gain access to and leverage millions of existing users. Here are the user statistics for some of these platforms:
- MoMo: +25 million regular users (“Mobile App 2021” – Appota)
- Zalo: +64 million regular users (Zalo official announcement)
- Shopee: +77.8 million visits/month (iPrice)
- Lazada: +21.4 million visits/month (iPrice)
- Tiki: +17.5 million visits/month (iPrice)
Moreover, these apps can also take advantage of the existing utilities within the ecosystem of these “Giant” Apps, such as online payment, delivery services, marketing tools, etc.
Enhance user experience
These apps typically have very low file sizes, averaging around 10MB. This allows these applications to deliver a smooth user experience. By leveraging the ecosystem provided by “Giant” Apps, customers can have a seamless experience encompassing various activities such as shopping, payment, order tracking, customer support communication, voucher accumulation, etc., all within a single application.
Make a stepping stone in the process of creating your eCommerce website
During the eCommerce journey, businesses go through various stages: Social media commerce (Facebook, Zalo) → Selling on eCommerce platforms (Shopee, Lazada, Tiki, Sendo) → Mini App → Basic eCommerce website and app → Advanced eCommerce website and app.
Among these, these apps serves as a perfect stepping stone for businesses to adapt to technological infrastructure, navigate the eCommerce environment, and launch more effective online business campaigns.
Disadvantages
Scarcity of development units
While these apps are no longer unfamiliar globally, the term is still relatively new in Vietnam. Currently, in Vietnam, only Tiki has a dedicated team developing Mini Apps for businesses on the Tiki platform (Tini App). To develop these apps on other Super Apps, businesses must engage with development teams or agencies specialising in this area.
Not owning data
When releasing a Mini App, businesses must trade off the risk of customer data being in the hands of the ‘big players’ because all source code and data are stored on the servers of the “Giant” Apps.
Not expressing the full uniqueness of the business
Not expressing the full uniqueness of the business: Although each app is unique to individual businesses, it has to adhere to certain standards set by the “Giant” Apps, including frameworks, APIs, UI components, etc., to synchronize the interface with the ‘parent app.’ While this can provide a consistent user experience, it may not showcase the brand’s distinct personality.
In general, these apps serve as a perfect stepping stone for any business looking to enter the eCommerce market by leveraging the advantages of “Giant” Apps. However, limitations such as technical resources, user data, and brand positioning need to be carefully weighed before making a final decision.
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TOP 5 PROMINENT ECOMMERCE SUPER APPS IN VIETNAMESE MARKET
According to the latest of Ministry of Industry and Trade of the Socialist Republic of Vietnam in 2022, the eCommerce industry’s revenue is estimated at 13.7 billion USD, increase 16% compared to 2020 and accounting for 6.5% of the total retail revenue of Vietnam. Due to e-Commerce SEA, Vietnam’s eCommerce will grow by an average of 25% per year from 2022 – 2025, possibly reaching 35 billion USD in 2025.
The impact of the Covid-19 epidemic and social distancing orders, as well as changes in consumer behaviour, are driving the growth of this industry.
Thanks to super apps, such as Shopee, Lazada, Tiki, MoMo, and Zalo, it’s easier to deploy mini apps, creating a premise for inexperienced brands to build eCommerce systems to enter this billion-dollar market.
Shopee
Shopee is the most popular eCommerce market in Southeast Asia and Taiwan. Shopee was founded in 2015 to provide people with an easy, safe, and quick online buying experience.
Shopee is gradually becoming an eCommerce super app, not only offering online shopping services but also owning various mini-apps such as Shopee Food, Shopee Mart, Shopee Wallet, insurance services from banks, booking flights, hotels and so on.
- Head office: Singapore
- Countries: Singapore, Malaysia, Indonesia, Thailand, Philippines, Taiwan, Brazil, Mexico, Colombia, Finland and Spain
- Rating: 4.3 stars out of 1.62M reviews (CH Play), 4.4 stars out of 1M reviews (App Store)
Lazada
Lazada, founded in 2012, is one of Southeast Asia’s biggest eCommerce marketplaces. This brand has always been a pioneer in fostering regional development via commerce and technology, intending to service 300 million consumers across Southeast Asia by 2030.
Like Shopee, Lazada has many mini apps and utilities for its own e-commerce business strategies, such as eM wallet, card and eVoucher recharge, online shopping, etc.
- Head office: Singapore
- Countries: Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam
- Rating: 4.7 stars out of 19.5M reviews (CH Play), 4.7 stars out of 1.8M reviews (App Store)
Tiki
Tiki is one of Vietnam’s most successful eCommerce marketplaces. Tiki was founded in March 2010 as an online English book-selling site. Since then, Tiki has evolved into an eCommerce super app, focusing on delivering hundreds of thousands of goods from a variety of product categories.
Tiki has been a pioneering marketplace in applying digital currency to business concepts, as proven by the launch of Astra, to boost up eCommerce. At the same time, Tiki refined its ecosystem by creating a series of extensions with mini apps from brands in various industries, including finance, gaming, food, shopping, health, insurance, entertainment, lifestyle, tourism, and community.
- Head office: Singapore
- Countries: Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam
- Rating: 4.2 stars out of 242K reviews (CH Play), 4.8 stars out of 368.7K reviews (App Store)
MoMo
MoMo is an e-wallet created by Online Mobile Services Joint Stock Company (M Service) that allows users to make mobile payments and transactions. Through partnerships with more than 90% of Vietnam’s banks and 10,000 local businesses, the company dominates more than 80% of the market for digital payments. As of 2022, MoMo e-wallet has more than 31 million users.
Since 2022, MoMo has developed a mini app technology, formally identifying itself as a super-payment app, helping small and medium companies to “climb on the shoulders of giants,” and construct an ecosystem for MoMo. In particular, utilities from businesses such as online shopping, restaurants, transportation services, tourism and hotels, investing and banking, medical services and so on.
- Head office: Vietnam
- Countries: Vietnam
- Rating: 3.2 stars out of 401K reviews (CH Play), 4.4 stars out of 201.3K reviews (App Store)
Zalo
Zalo was formally launched in December 2012, with the essence of a cross-platform instant messaging software built by the Vietnamese startup VNG. Zalo is a blend of Zing (a VNG-created social network) and alo (a phrase used to pick up a phone in Vietnam). Zalo has progressed to become a multi-functional, multi-platform social networking super app.
Like MoMo, Zalo created a new brand named Zalo Mini App to help other brands reach 65 million regular users on Zalo, and make diversity for this messaging platform. Since then, Zalo has also supported other services, primarily through partnerships with brands in finance, eCommerce, entertainment, games, restaurants and hotels.
- Head office: Vietnam
- Countries: USA, Japan, Taiwan, Korea, Australia, Germany, Myanmar and Singapore
- Rating: 3.9 stars out of 2.03M reviews (CH Play), 3.0 stars out of 62.6K reviews (App Store)
As can be seen, the future of Vietnam’s eCommerce industry will continue to rely on these “giants,” thus businesses should incorporate eCommerce super apps into their business models as soon as possible to reap the full advantages of these applications. However, companies should not rely on these apps for long periods of time since it will result in a loss of customer data, income from commission per order, and so on.
With more than 8 years of experience in consulting and deploying eCommerce systems, SECOMM understands the challenges businesses face in implementing eCommerce business effectively.
So we provide a free eCommerce consultation to help businesses catch on to this industry!
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