HeyTea Case Study

When Platform Commerce Meets Schemes Reality: The HeyTea Governance Case Study (Free)

HeyTea is a typical “super app–native” retail machine in China: all integrated with a killer loyalty program exploiting all the data offered by the rich ecosystem from Super App. But the model doesn’t export. Outside China, it collides with card-scheme territories, PSP fragmentation, franchise governance, and compliance-led checkout.

This free mini case study (17 slides) distils a 66-page research project on HeyTea’s overseas expansion and turns it into a practical governance lens for any team working on unified commerce.

You’ll learn :

• How HeyTea’s China model works behind the “super app” (platform-led commerce OS, post-POS flows).
• Why expansion creates a patchwork of PSPs and acquirers, breaking the unified commerce promise.
• How the governance model shifts (platform-led → scheme-led / intermediated) and redistributes control.
• The 6 structural limits that appear when a platform-native brand leaves its home ecosystem.
• A 6-dimensional “Unified Commerce Orientation Lens” to assess your own payment governance exposure.

Who it’s for

Retail & F&B brands, platforms, PSPs, acquirers, and anyone working on omnichannel, expansion, or “super app” strategies.

Format

PDF • 17 slides • Instant download (free, email-gated)