Although TikTok is widely described as a social media giant, it’s been gradually moving beyond that category. Over time, the video app added TikTok Shop, a map for local discovery, robust search, games, and so much more. Now, it has recently added hotel booking capabilities and is pursuing a fintech license.
It appears that TikTok is taking steps to evolve into what’s called a “super app,” a single platform where users can do much 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 kind of like Facebook, WhatsApp, Apple Pay, and an app store all rolled into a singular 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 TikTok Shop, the company has applied the same playbook to recent developments.
Earlier this month, TikTok launched TikTok GO, a way for users to discover and book hotels, attractions, and experiences directly within its app in the U.S. TikTok GO surfaces lodging 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 booking.
Instead of directing users to third-party websites after they come across a destination or recommendation in a video, TikTok has started positioning itself as a one-stop platform where viral travel content can drive bookings and revenue.
While people have already been using 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, because it’s working to not only be the app where you discover places, but also the platform where you purchase that trip.
A few weeks ago, 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 so users can store funds, receive money, and make payments. The second license would authorize it to operate as a direct credit provider, allowing it to lend its own capital or function as a platform that connects borrowers and lenders.
The move marks a significant way that 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 new revenue streams, and position itself to compete with fintech startups and e-commerce platforms.
It’s widely known that one of TikTok’s biggest leaps beyond social media was the launch of TikTok Shop. TikTok began testing TikTok Shop in 2021 and launched it in the U.S. in 2023. Since then, the company has been able to successfully compete with Amazon, Shein, and other online marketplaces.
According to eMarketer, TikTok Shop grew 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 accounted for 18.2% of total social commerce in the US, with that number expected to reach 24.1% by 2027.
Additionally, TikTok began challenging digital marketplaces even further with the launch of TikTok Shop gift cards late last year. TikTok Shop has also recently expanded into luxury retail, after initially mainly being known for cheap goods.
TikTok’s popularity has influenced 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 partnering with music streaming services rather than competing with them. TikTok hasn’t completely abandoned 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.
TikTok has launched a robust search experience that surfaces maps, local hashtags, and even reviews to help users discover trending restaurants, travel locations, shops, and local experiences. It has 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 eating into Google’s Search business when it first launched, as it quickly surfaced videos featuring commentary and visuals of restaurant food and places. 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 that need by integrating detailed information about places right within its app.
While TikTok is known for user-generated entertainment, the company has also begun embracing microdramas by launching an in-app Minis section and a dedicated standalone app for 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 even more direct competition with them.
It’s worth noting that TikTok first took strides into entertainment with the launch of live-streaming and support for longer videos, a significant move away from its initial focus on 15-second videos.
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 go 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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Aisha is a consumer news reporter at TechCrunch. Prior to joining the publication in 2021, she was a telecom reporter at MobileSyrup. Aisha holds an honours bachelor’s degree from University of Toronto and a master’s degree in journalism from Western University.
You can contact or verify outreach from Aisha by emailing aisha@techcrunch.com or via encrypted message at aisha_malik.01 on Signal.
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