How Grab Became More Than a Ride: A Southeast Asia Perspective on Super App Habits

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How Grab Became More Than a Ride: A Southeast Asia Perspective on Super App Habits

In Southeast Asia, Grab has evolved from a basic ride-hailing app into a sprawling ecosystem that touches nearly every aspect of daily life. In Singapore, where owning a car can cost upwards of $100,000 just for the certificate of entitlement (COE), many residents opt to Grab to and from work daily. While some take public transport, others rely on Grab for convenience, especially when traveling during non-peak hours or when the train lines are closed.

Across the region, experiences with Grab vary. In Indonesia, users often switch between Grab and Gojek depending on traffic and pricing. Services like GrabBike and other local motorcycle hailing apps like Move It, Ankas, and JoyRide offer affordable, fast transport alternatives. Meanwhile, in the Philippines, price differences are more drastic. A 20-minute Grab ride might cost just $2-4 compared to $18 in Singapore. Unsurprisingly, users there are quick to compare prices across multiple apps before booking.

Public Transport vs Grab

In cities with efficient public transport like Singapore, Grab is often reserved for off-peak, late-night travel, or when speed is a priority. However, in countries like Vietnam or the Philippines, where last-mile connectivity remains a challenge, Grab or other ride-hailing services serve as an essential daily mode of transportation.

Food Delivery: Grab vs the Rest

Grab's identity as a super app is cemented by its food delivery services. In the Philippines, FoodPanda is a favorite among students thanks to frequent discounts and vouchers. In Indonesia, GoFood and GrabFood dominate. In Singapore, FoodPanda is available but less popular than GrabFood. Still, many users report using Grab more for food than for transport.

Grab X and New Features: Will Users Adopt?

Grab recently launched Grab X with a suite of features aimed at elevating user and driver experiences. These include an in-app maps system designed to replace reliance on external apps like Google Maps or Waze, especially helpful in regions with unpredictable road conditions. Additionally, AI-powered safety tools that detect distress noises and features like shared delivery orders aim to streamline cost and safety concerns.

Grab for Teens is another new offering that allows parents to monitor and control ride and food orders made by their children. While not everyone sees the need for this in their lives currently, many agree it could have been helpful during their younger years.

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Safety Perceptions and Supply Challenges

In countries like Indonesia and the Philippines, safety remains a concern. Horror stories often shared on social media platforms create an atmosphere of caution, especially among parents. Grab's new AI tools and premium fleet Grab X aim to address these issues. In Singapore, Grab is often seen as safer than taxis due to digital traceability.

However, Singapore also faces supply-demand imbalances due to the high cost of vehicle ownership, leading to longer wait times and higher prices. In contrast, cities in Malaysia, the Philippines, and Indonesia enjoy shorter wait times and greater availability.

Underutilized Features: Dine-Out Discovery

Grab's dine-out feature remains largely underutilized. Many users are unaware of the deals and discounts available through the app. Grab's acquisition of Chope, a restaurant reservation platform, further integrates dining and ride services. The Dine-Out Discovery map helps users locate nearby dining deals, but awareness remains low. Users often find out about such features only through in-restaurant recommendations.

The Cultural Layer

Cultural habits also shape how Grab is used. In Vietnam, users often take a Grab to the metro before boarding a train, whereas in Singapore, students sometimes hide Grab usage from parents—not for safety reasons but to avoid being scolded for unnecessary spending. Across markets, Grab has become synonymous with convenience, even replacing the word "taxi" in daily vocabulary.

Conclusion

Grab’s transformation from a ride-hailing service to a multi-vertical super app reflects the diverse and evolving consumer needs across Southeast Asia. Whether it’s the convenience of splitting delivery fees, ensuring child safety with teen features, or simply finding the fastest way home, Grab's growing suite of services continues to embed itself into the cultural and economic fabric of the region. The real challenge now lies in user education and infrastructure alignment to fully realize the potential of what Grab can be.

Interested in learning more about SEA businesses? Check out our previous coverage here:

• The Evolution of 11.11: Has the World’s Biggest Shopping Festival Lost Its Spark?

• Pop Mart’s Labubu Craze

• Grab | Sea group | TikTok Shop: A Glimpse into Southeast Asia's Digital Economy

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Peeyush and Mohit

Disclaimer: The views, thoughts, and opinions expressed in the text belong solely to the author, and not necessarily to the author's employer, organization, committee or other group or individual.