Part 7/9:
Consumer behavior also plays a crucial role. The U.S. market is fragmented, with multiple competing platforms in various domains—be it messaging, food delivery, or ride-hailing. Therefore, encouraging users to shift their loyalty to a single super app poses challenges. Unlike the cohesive consumer base that WeChat enjoys in China, U.S. users have cultivated specific preferences for different service providers, complicating the path to widespread super app adoption.