While TikTok is often labeled as a major social media player, it has been progressively expanding its offerings. The video application has incorporated features like TikTok Shop, a local discovery map, advanced search functionalities, games, and much more. Most recently, the platform introduced hotel booking options and is in the process of obtaining a fintech license. 

It seems that TikTok is making strides to transform into a “super app,” a unified platform where users can engage in activities beyond merely watching and sharing videos, addressing a variety of user needs in a single location. 

The super app concept has gained significant traction in China, exemplified by apps like WeChat, which serves as a blend of Facebook, WhatsApp, Apple Pay, and an app store. Naturally, one might wonder if the super app model can thrive outside of China, but that does not deter TikTok from attempting it.

Rather than hopping between different applications, TikTok is striving to become the go-to app for users conducting a variety of digital tasks. Following its major development with TikTok Shop, the company — which notably transitioned to primarily U.S. ownership last January — has applied the same approach to its recent advances. 

Sports

Through the years, TikTok has consistently sought to establish itself as a destination for sports highlights and related content. In early June, the platform unveiled a dedicated hub for the FIFA World Cup, allowing users to access scores, match schedules, standings, trending videos, player clips, and more.

If users are already consuming videos on TikTok but wish to stay updated on scores, they can do so without exiting the app or resorting to a separate sports news app or a search engine.

The World Cup hub was enabled through TikTok’s sports-oriented product, “TikTok GamePlan,” which aims to enhance discovery and engagement for sports teams, leagues, and broadcasters on the platform. The social media leader also maintains partnerships with Major League Soccer (MLS) and Major League Baseball (MLB) for exclusive behind-the-scenes content.

Hotel and attraction booking

In May, TikTok rolled out TikTok GO, an initiative that allows users to discover and book hotels, attractions, and experiences directly within the app in the United States. TikTok GO showcases accommodations and activities via videos, search functions, and location pages. When users find something of interest, they can access details, check availability, and finalize a booking. 

Rather than redirecting users to external sites after they locate a destination or suggestion within a video, TikTok is positioning itself as a comprehensive platform where viral travel-related content can facilitate bookings and revenue generation.

While users have already turned to TikTok as a substitute for Google for searches, this new venture places TikTok in direct competition with Google’s primary services, such as Search and Google Maps, as it aims not only to be the app users rely on to explore locations but also the venue where they book their journeys. 

Payments

In March, it was reported by Reuters that TikTok had sought approval from Brazil’s central bank to function as a financial technology entity offering lending and payment services. 

The organization is pursuing two licenses. The first would permit it to provide prepaid accounts for users to save funds, receive payments, and execute transactions. The second license would enable it to operate as a direct credit provider, allowing it to lend its own resources or serve as a platform linking borrowers and lenders. 

This initiative signifies a notable shift for TikTok as it transcends its identity as merely a social media entity and ventures into the digital ecosystem. By integrating financial services into its app, TikTok aims to enhance user engagement, explore new revenue sources, and establish itself in competition with fintech startups and e-commerce platforms.

TikTok Shop

It’s well-known that TikTok’s major progress beyond social media was marked by the introduction of TikTok Shop. The platform began testing TikTok Shop in 2021 and fully launched it in the United States in 2023. Since then, the company has managed to effectively compete with Amazon, Shein, and other online shopping platforms.

According to eMarketer, TikTok Shop experienced a remarkable 407% growth in U.S. sales in 2024, followed by an additional 108% increase in 2025, reaching $15.82 billion. By last year, the company held an 18.2% share of total social commerce in the U.S., a figure projected to rise to 24.1% by 2027.

Moreover, TikTok further challenged digital marketplaces with the introduction of TikTok Shop gift cards late last year. The platform has also recently ventured into luxury retail, expanding its initial reputation for affordable goods.

Music

TikTok’s rise has significantly impacted the music landscape and how audiences discover new tracks, prompting the company to launch a streaming service named TikTok Music in 2023 to compete with giants like Spotify and Apple Music. However, it was discontinued within a year. 

The organization noted it would pivot towards promoting music listening and continuing partnerships with existing streaming services rather than competing directly with them. However, TikTok has not entirely retreated from its music initiatives, as it recently introduced a feature allowing Apple Music subscribers to play full tracks within the app after finding them in their “For You” feed.

Search and Maps

TikTok has introduced a comprehensive search feature that highlights maps, local hashtags, and reviews to assist users in discovering popular restaurants, travel destinations, shops, and local events. Furthermore, it has provided more thorough details about locations and eateries on dedicated pages, allowing users to rapidly access information such as operating hours, ratings, price bands, and more.

TikTok has already been encroaching upon Google’s search domain since its inception, quickly surfacing videos showcasing commentary and visuals of food and places. Nevertheless, users might have still resorted to Google Search for specific locations or review insights. In recent years, however, TikTok has progressively diminished that necessity by incorporating detailed place information directly within its platform.

Microdramas

While TikTok is praised for user-generated content, it has also started exploring microdramas by creating an in-app Minis section and a standalone app for short-form TV shows that can be enjoyed through a series of one-minute episodes. Although TikTok already vies for user attention with streaming services like Netflix, its foray into scripted programming intensifies its competition.

It’s noteworthy that TikTok first ventured into entertainment through live streaming and support for extended video lengths, a pivotal shift from its original focus on 15-second clips. 

Games

TikTok has also introduced a range of casual games within its app to encourage users to spend additional time on the platform and connect with others via direct messages. The inclusion of games signifies TikTok’s ongoing transition from merely a social media network to a comprehensive entertainment hub where users can not only browse videos but also engage in friendly game challenges.