Although TikTok is widely described as a social media giant, it has gradually moved beyond that category. Over time, the video app added the TikTok Shop, a map for local discovery, robust search, games and more. Recently, it has added hotel booking capabilities and is pursuing a fintech license.
It seems TikTok is taking steps to evolve into a “super app,” a single platform where users can do much more than just watch and share videos, and can actually handle a wide range of needs in one destination.
The super-app model is big in China, with apps like WeChat that looks like Facebook, WhatsApp, Apple Pay and an app store all rolled into a single platform. Of course, there’s the question of whether a super app model would work outside of China, but that doesn’t mean TikTok won’t try.
Instead of switching between apps, TikTok is working to become the app that people use for most of their digital activities. After taking its biggest leap with the TikTok Shop, the company – which notably transitioned to new, primarily American ownership back in January – has applied the same playbook to its latest developments.
Sport
Over the years, TikTok has steadily sought to become a place where users can come for sports highlights and content. In early June, the company launched a dedicated hub for the FIFA World Cup, where users can view results, match schedules, standings, trending videos, highlights, videos from players and more.
If people are already watching videos on TikTok but want to follow the score, they can do so without leaving the app or opening a dedicated sports news app or Google.
The World Cup hub was made possible through TikTok’s sports-focused product called “TikTok GamePlan,” which is designed to empower sports teams, leagues and broadcasters to drive discovery and engagement on the platform. The social media giant also has partnerships with Major League Soccer (MLS) and Major League Baseball (MLB) for behind-the-scenes and exclusive content.
Hotel and attraction booking
In May, TikTok launched TikTok GO, a way for users to discover and book hotels, attractions and experiences directly within its app in the US. TikTok GO shows accommodation and things to do through videos, search and location pages. When users find something they’re interested in, they can view details, check availability and complete a reservation.
Instead of directing users to third-party websites after they find a destination or a recommendation in a video, TikTok has begun to position itself as a one-stop platform where viral travel content can drive bookings and revenue.
While people have already used TikTok as a search engine and replacement for Google, this latest step puts TikTok in more direct competition with Google’s core businesses, Search and Google Maps, as it works to be not only the app where you discover places, but also the platform where you buy that travel.
Payments
In March, Reuters reported that TikTok had applied to Brazil’s central bank for approval to operate as a financial technology company offering lending and payment services.
The company is seeking two licenses. The first would allow it to provide prepaid accounts for users to store money, receive money and make payments. The second license will allow it to operate as a direct credit provider, allowing it to lend its own capital or act as a platform connecting borrowers and lenders.
The move marks a significant way in which TikTok is branching out beyond a social media platform and into a digital ecosystem. By aiming to bring financial services into its app, TikTok is looking to increase user engagement, open up new revenue streams and position itself to compete with fintech startups and e-commerce platforms.
TikTok store
It is widely known that one of TikTok’s biggest leaps beyond social media was the launch of the TikTok Shop. TikTok began testing the TikTok Shop in 2021 and launched it in the US in 2023. Since then, the company has been able to compete with Amazon, Shein and other online marketplaces.
According to eMarketer, TikTok Shop increased its US sales by 407% in 2024 and another 108% in 2025 to reach $15.82 billion. Last year, the company accounted for 18.2% of total social commerce in the US, and that number is expected to reach 24.1% by 2027.
In addition, TikTok began to challenge digital marketplaces even more with the launch of TikTok Shop gift cards late last year. TikTok Shop has also recently expanded into luxury retail, after first being known for low-cost items.
Music
TikTok’s popularity has affected the music industry and how people discover new music, and the company tried to capitalize on this by launching a streaming service called TikTok Music in 2023 to take on platforms like Spotify and Apple Music, but ended up shutting it down a year later.
The company said it would focus on driving music listening and continue working with music streaming services rather than competing with them. TikTok hasn’t completely given up on its music ambitions, however, as the company recently introduced a feature that lets Apple Music subscribers play full songs in the app after discovering them on 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 popular restaurants, travel spots, shops and local experiences. It has also added more detailed information about places and restaurants on dedicated pages, so users can quickly see things like opening hours, star ratings, price ranges and more.
TikTok was already taking on Google’s search business when it first launched, quickly surfacing videos with comments and photos of restaurant food and locations. However, users may still have needed to turn to Google Search to find a place’s exact location or to read reviews. Over the past few years, however, TikTok has increasingly eliminated this need by integrating detailed location information directly into its app.
Microdramas
While TikTok is known for user-generated entertainment, the company has also begun to embrace micro-dramas, launching a Minis section in the app and a dedicated standalone app for mini-sized TV shows that can be watched in a series of one-minute episodes. While TikTok already competes with streaming giants like Netflix for users’ attention, its move to scripted shows puts it in even more direct competition with them.
It’s worth noting that TikTok first moved into entertainment with the launch of live streaming and support for longer videos, a significant step away from its initial focus on 15-second videos.
Game
TikTok has also launched a series of casual games in its app to get users to spend even more time on its platform and engage with others in DMs. The addition of games marked TikTok’s ongoing effort to move from a social media platform to an all-in-one entertainment platform where you can not only scroll through videos but also challenge friends to easy-to-play games.
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