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Rappi: the Latin American Super App?

Enrique Ramirez R., Andres Gonzalez R.

Product #:W25235
Supplier:Ivey
Discipline:Entrepreneurship, Strategy
Setting:Colombia, 2020
Details:Case (PDF) • 9 pages • 2021-09-14

Subjects:

Start-upsEntrepreneurshipStrategy

Industries:

Goods, trade, and consumer services

Geography:

South AmericaColombia
Your Price:$9.71

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Rappi Inc. (Rappi) was an on-demand delivery mobile application (app) that allowed users in Latin America to shop online for groceries, meals, and other products and have these delivered to them. It also provided various other services, such as cash withdrawals and dog walking. Rappi was founded in 2015, and in less than five years, it had evolved from operating in improvised headquarters in a parking lot in Bogotá to becoming a member of an exclusive club of technological start-ups valued at more than US$3.5 billion.

In 2021, although the situation was highly favourable for Rappi, it still faced major challenges to consolidate as a technology firm that would make life easier for its users. The question for Rappi now was how to continue its growth path in order to become the leading super app for Latin America.


Enrique Ramírez R. and Andrés Gonzalez R. are affiliated with Universidad ICESI.

Learning Objectives

This case is suitable for strategy, innovation, and entrepreneurship courses in graduate- and postgraduate-level programs. The case allows students to identify the main strategic challenges Rappi must face to continue its growth and consolidate as the leading Latin American super app. In order to do so, students must recognize the general characteristics of a collaborative economy model, in which more than two actors participate. They also must understand the network effects of numerous users’ participation in a technological platform.

Working through the case and assignment questions will allow students to do the following:
  • Analyze Rappi’s competitive advantage and identify strategies for strengthening its position as a super app.
  • Identify the main benefits and characteristics of a collaborative economy model, which involves more than two actors.
  • Identify and relate the network effects of digital businesses structured around technological platforms.
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Case Study: Rappi: the Latin American Super App? (English version) | Ivey Publishing