TikTok is widely described as a social media giant, but it is gradually surpassing that category. Over time, the video app added a TikTok shop, maps for local discovery, powerful search, games, and more. Currently, it has recently added a hotel reservation function and is aiming to obtain a fintech license.
TikTok appears to be taking steps to evolve into a so-called “super app,” a single platform where users can go beyond just watching and sharing videos and actually serve a wide range of needs in one destination.
The super app model is very popular in China, where apps like Facebook, WhatsApp, Apple Pay, and the app store-like app WeChat are all rolled into a single platform. Of course, there’s the question of whether the super app model will work outside of China, but that doesn’t mean TikTok won’t try.
TikTok is working to become the app that people use for most digital activities, rather than switching between apps. After making its biggest leap forward with TikTok Shop, the company has applied the same strategy to its recent developments, most notably in January when it transitioned to new ownership, primarily in the United States.
Hotel and tourist attraction reservations
Earlier this month, TikTok launched TikTok GO in the US, a way for users to discover and book hotels, attractions, and experiences directly within the app. TikTok GO displays accommodations and activities through videos, search, and location pages. Once users find something of interest, they can view details, check availability, and complete their reservation.
TikTok is beginning to establish itself as a one-stop platform where viral travel content can drive bookings and revenue, rather than directing users to third-party websites after discovering destinations and recommendations through videos.
TikTok is already used as a search engine and Google alternative, but this latest move will put it in more direct competition with Google’s core businesses, search and Google Maps. That’s because TikTok is not only an app for discovering places, but also a platform for buying that travel.
payment
A few weeks ago, Reuters reported that TikTok had applied to Brazil’s central bank for permission to operate as a financial technology company offering lending and payment services.
The company is seeking two licenses. The first allows users to offer prepaid accounts to store funds, receive money, and make payments. The second license allows it to operate as a direct credit provider, lending its own capital and acting as a platform to connect borrowers and lenders.
The move marks a significant way for TikTok to move beyond social media platforms and into the digital ecosystem. TikTok aims to incorporate financial services into its app, increasing user engagement, opening up new revenue streams and positioning itself to compete with fintech startups and e-commerce platforms.
TikTok shop
It’s widely known that one of TikTok’s biggest leaps beyond social media was the launch of the TikTok Shop. TikTok began testing TikTok Shop in 2021 and launched in the US in 2023. Since then, the company has been able to successfully compete with Amazon, Shein, and other online marketplaces.
According to eMarketer, TikTok Shop’s U.S. sales grew by 407.0% in 2024 and further by 108.0% in 2025, reaching $15.82 billion. As of last year, the company accounted for 18.2% of all social commerce in the US, and that number is expected to reach 24.1% by 2027.
Additionally, TikTok launched TikTok Shop gift cards late last year, further venturing into the digital marketplace. TikTok Shop was initially known primarily for inexpensive items, but has recently branched out into luxury retail.
music
TikTok’s popularity has influenced the music industry and the way people discover new music, and the company tried to capitalize on this by launching TikTok Music, a streaming service to compete with platforms like Spotify and Apple Music in 2023, but ultimately shut it down a year later.
The company said it is focused on promoting music listening and will continue to partner with, rather than compete with, music streaming services. But TikTok hasn’t completely abandoned its musical ambitions, with the company recently introducing a feature that allows Apple Music subscribers to play a song in its entirety within the app after discovering it in their “For You” feed.
Search and map
TikTok has launched a robust search experience that displays maps, local hashtags, and even reviews to help users discover trending restaurants, destinations, shops, and local experiences. We’ve also added more detailed information about locations and restaurants on dedicated pages, allowing users to instantly see opening hours, star ratings, price ranges, and more.
TikTok has already made inroads into Google’s search business since its launch, quickly releasing videos featuring descriptions and visuals of restaurant food and locations. However, users may need to use Google search to find the exact location of a location or read reviews. But over the past few years, TikTok has increasingly eliminated that need by integrating location details within the app.
micro drama
TikTok is known for its user-generated entertainment, but the company has also started embracing microdramas with the launch of an in-app Minis section and a standalone app dedicated to bite-sized TV shows that can be watched in a series of one-minute episodes. TikTok already competes with streaming giants like Netflix for user attention, but its move into scripted programming will put it in even more direct competition with Netflix.
It is worth noting that TikTok first moved forward into the entertainment field with the start of live streaming and support for longer videos. This is a significant departure from the original focus on 15-second videos.
game
TikTok has also launched a series of casual games within the app to allow users to spend more time on the platform and interact with other users via DMs. The addition of games marks TikTok’s continued effort to move beyond scrolling through videos from its social media platform to an all-in-one entertainment platform where you can challenge your friends to easy-to-play games.
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