TikTok’s path to becoming a premium app

Although TikTok is widely described as a social media giant, it is gradually moving beyond this category. Over time, the video app added the TikTok Store, a map for local discovery, powerful search, gaming, and more. Now, it has recently added hotel booking capabilities and is seeking a fintech license.

TikTok appears to be taking steps to evolve into a so-called “super app,” a single platform where users can do more than just watch and share videos, and actually handle a wide range of needs in one destination.

The super app model is big in China with apps like WeChat, which is a bit like Facebook, WhatsApp, Apple Pay and the App Store, all rolled into one platform. Of course, there’s a question as to whether the super-app model will 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 people use for most of their digital activities. After making its biggest leap with TikTok Shop, the company — which notably transitioned to new ownership primarily in the US in January — has applied the same playbook to recent developments.

Book hotels and tourist attractions

Earlier this month, TikTok launched TikTok GO, a way for users to discover and book hotels, attractions and experiences directly through its app in the US. TikTok GO shows places to stay and things to do through videos, searches, 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 come across a destination or recommendation in a video, TikTok has begun positioning itself as a one-stop platform where viral travel content can drive increased bookings and revenue.

Although people already use TikTok as a search engine and an alternative to Google, this latest move puts TikTok in more direct competition with Google’s core businesses, like search and Google Maps, because it works to not only be the app where you discover places, but also the platform on which you buy that trip.

Payments

A few weeks ago, Reuters reported that TikTok had applied to Brazil’s central bank for approval to operate as a fintech company offering lending and payment services.

The company is seeking two licenses. The first will allow it to offer prepaid accounts so users can store money, receive money and make payments. The second license will allow it to act as a direct credit provider, allowing it to lend its own capital or act as a platform connecting borrowers and lenders.

The move represents an important way for TikTok to expand beyond the social media platform into the digital ecosystem. With its goal of bringing financial services to 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.

Tik Tok store

It is widely known that one of TikTok’s biggest leaps outside of social media was the launch of the TikTok Store. TikTok began testing the TikTok Shop in 2021 and launched it 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 increased its US sales by 407.0% in 2024 and another 108.0% in 2025 to reach $15.82 billion. As of last year, the company represented 18.2% of all social commerce in the US, and that number is expected to reach 24.1% by 2027.

Additionally, TikTok began to challenge digital markets further with the launch of TikTok Shop gift cards late last year. TikTok Store has also recently expanded into luxury retail, after initially being known for cheap goods.

music

TikTok’s popularity affected the music industry and how people discover new music, and the company tried to capitalize on that by launching a streaming service called TikTok Music in 2023 to compete with platforms like Spotify and Apple Music, but it ended up shutting down a year later.

The company said it will focus on enhancing music listening and continue partnering with music streaming services rather than competing with them. However, TikTok hasn’t completely abandoned its music ambitions, as the company recently introduced a feature that allows Apple Music subscribers to play full songs in the app after discovering them in their For You feed.

Search and maps

TikTok has launched a powerful search experience that displays maps, local hashtags, and even reviews to help users discover trending restaurants, travel sites, shops, and local experiences. It’s also added more detailed information about places and restaurants on dedicated pages, allowing users to quickly see things like opening hours, star ratings, price ranges, and more.

TikTok was already taking Google’s search business by storm when it first launched, quickly surfacing videos with reviews and visuals of restaurant food and locations. However, users may still have to resort to a Google search to find the exact location of the place or to read reviews. However, over the past few years, TikTok has increasingly done away with this need by integrating detailed information about places directly within its app.

Little drama

While TikTok is known for its user-generated entertainment, the company has also begun to embrace mini-drama by launching a Minis section within the app and a standalone app dedicated to bite-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 into scripted shows puts it in more direct competition with them.

It’s worth noting that TikTok made strides in the entertainment space for the first time with the launch of live streaming and support for longer videos, a big step away from its initial focus on 15-second videos.

games

TikTok has also launched a series of casual games on its app to encourage users to spend more time on its platform and interact with others via direct messages. The addition of games represents 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.