He's really physically poor. Not strong, not big, not fast, doesn't have good acceleration, doesn't have stamina, doesn't seem that agile despite his size...
It's very tough for a player lacking so much in physicals to succeed. Some of those things can change to an extent (strength, stamina) can be helped a bit. But it's hard to start from where he does.
Especially as a winger. Wingers need at least some acceleration and burst to be able to bypass their man. He should get a chance as an AM and let's see how he does. But right winger he is just awful.