Is a Super App Possible in North American Agriculture?
Editor’s note: In a recent issue of Upstream Ag Professional, agribusiness analyst Shane Thomas discusses why North American agriculture lacks some key conditions for a super app to emerge. Here’s a summary of that article:
While there’s potential for a “super app” within North American agriculture, there’s unique challenges for making it successful, including the fragmented nature of the industry and the difficulty of building unified technology in an established market.
Super apps, like WeChat in China, combine multiple services — messaging, payments, e-commerce — into a single, frequently used platform, effectively becoming essential digital hubs for consumers. However, these apps thrive in regions with limited infrastructure, where they can fill multiple roles across finance, communication, and commerce. In North America, however, strong individual apps dominate different sectors (e.g., Uber, Venmo), and attempts to create super apps face regulatory, privacy, and cultural barriers.
Bushel aims to build an agricultural super app by aggregating services for farmers, such as grain pricing, financial management, and transactions. However, challenges remain: Bushel’s current go-to-market strategy relies on partnerships with grain originators, meaning farmers access Bushel’s services indirectly through separate, branded apps. This approach limits seamless integration — a core element of super apps.
MORE BY SHANE THOMAS
Carbon Robotics Introduces G2 Product Line: Will Laser Weeding Eliminate Herbicides in Row Crops?
Language Model Capacity and Agronomic Prowess: Are We Measuring What Matters?
To address monetization, Bushel is testing subscription-based services, but such fees could limit early adoption. Bushel’s Farm Management Software (FMS), while popular, generates limited revenue as a standalone service. CEO Jake Joraanstad suggests that building a viable business model may require focusing on the broader Bushel ecosystem rather than single revenue streams. Another avenue, Bushel Wallet, could streamline transactions and build trust with agribusinesses; however, this strategy relies on collaboration with established industry players like John Deere, which may resist integration to protect their customer relationships.
In sum, while Bushel has potential, creating a true super app in North American agriculture faces significant structural and cultural hurdles. Success may require Bushel to overcome fragmentation, secure broad industry cooperation, and build network effects that appeal directly to farmers.
For more in-depth coverage, visit Upstream Ag.
Subscribe Today For
