Case Study: Grab achieves hyperlocal superapp growth and enriches everyday lives with Adyen

Grab Enriching lives with Southeast Asia’s superapp

Grab is a leading Southeast Asian superapp that evolved from a ride-hailing service into an everyday O2O platform, serving over 100 million users and 6 million drivers, agents and merchants across eight countries. The company faced the challenge of moving beyond a one-size-fits-all model to address the region’s cultural and market diversity while expanding from transport into payments, delivery and financial services.

Grab responded with a hyperlocal strategy—partnering with local players and using data-driven personalization—to tailor services like GrabFood, GrabFresh, GrabDaily and multi-modal transport to local needs and travelers. The approach delivered faster, more convenient and context-aware experiences, enabling rapid regional scale and deeper engagement across users, merchants and drivers.

Grab

Reuben Lai

Co-head