Crypto Industry Shifts Toward Superapps as Aggregation Becomes the New Battleground

Quick Breakdown 

• Crypto superapps aim to unify wallets, trading, and onchain services under one interface.
• Aggregation allows seamless integration of protocols, reducing costs and complexity.
• GameStop considers accepting crypto for collectibles, signalling broader adoption.

 

The crypto industry is entering a new phase of consolidation as platforms race to become all-in-one gateways for trading, payments, and onchain activity. As distribution costs decline and blockchain infrastructure matures, value is increasingly concentrated in applications that control the user interface rather than in individual protocols.

This shift is most clearly reflected in recent moves by Coinbase, whose latest shareholder communication outlines an expansive product strategy spanning spot and derivatives trading, payments, developer tooling, and token launches. With services such as Coinbase Advanced, Deribit, USDC-based payments, Commerce tools, and a growing pipeline of applications distributed through Base, the company is positioning itself as a single access point for a wide range of crypto activity.

Two trends are converging in 2025.

Trading is becoming social, and social media is becoming financial.

The creator economy is $320B and growing, but the underlying business models are broken.

A similar cycle plays out with new mediums. A new platform emerges that creators… https://t.co/jyXIhQBovU pic.twitter.com/t8O8tiRODm

— Delphi Digital (@Delphi_Digital) December 16, 2025

Crypto superapps emerge as an aggregation layer

Industry analysts increasingly describe this model as a “crypto superapp.” Rather than building every service internally, these platforms act as aggregation layers, integrating best-in-class protocols into a unified interface. The aim is to centralize identity, balances, and activity into a single surface, allowing users to manage most of their onchain and financial interactions in one place.

The approach mirrors patterns seen in earlier internet cycles, where aggregators captured disproportionate value by owning discovery and workflow rather than supply. Companies such as Amazon and Meta followed similar paths, while mobile superapps like WeChat and Grab expanded from single-use products into multi-service platforms.

Integration economics favour crypto platforms

Unlike traditional fintech players such as Nubank or Revolut, crypto platforms can expand by integrating existing protocols rather than acquiring regulated businesses. This allows new services to be added with lower capital costs and faster deployment.

With global liquidity, continuous settlement, and open-market integrations available by default, crypto-native superapps are increasingly well-positioned to dominate the application layer as the market matures.

The trend is extending beyond crypto-native companies. GameStop is accepting cryptocurrencies as payment for trading cards as it expands into higher-margin collectibles. Speaking on Squawk Box, CEO Ryan Cohen said the retailer is exploring crypto payment options within its collectibles business.