The super-app model has become quite mature in China, with WeChat being a typical example: it's somewhat like integrating Facebook, WhatsApp, Apple Pay and app stores into the same platform. Of course, whether the super-app model will be successful in markets outside of China remains a question, but that doesn't mean TikTok won't give it a try.

TikTok is striving to become the app that users rely on for most of their digital activities, rather than having to switch back and forth between different apps. After taking a major step forward with TikTok Shop, the company – it’s worth noting that it transitioned to a new, primarily American-owned structure in January of this year – has also applied the same approach to a recent series of new developments.

Restaurant Guide

This measure has led to more direct competition between TikTok and platforms such as Yelp and Google Maps. It also reflects that this app is expanding its role in users' daily decisions, ranging from what to buy to deciding where to eat.

Payment

Bloomberg reported in August that TikTok is developing a feature that allows users to transfer funds to each other via private messages. If launched, this feature will utilize the TikTok Pay product of the social media service; TikTok Pay is currently available in Southeast Asia for TikTok Shop shopping purposes.

In addition, Reuters reported in March that TikTok has applied to the Central Bank of Brazil for approval, hoping to operate as a fintech company to provide lending and payment services.

Sports

Over the years, TikTok has been steadily working to become a platform for users to access sports highlights and related content. At the beginning of June this year, the company launched a dedicated section for the FIFA World Cup, where users can view scores, schedules, league tables, popular videos, highlights, player videos, and more.

If users are already watching videos on TikTok, but also want to keep track of the scores at any time, they don't have to leave the app, nor do they need to open a separate sports news app or Google.

The launch of the World Cup section is based on TikTok's product " TikTok GamePlan " targeting the sports industry. This product is designed to help sports teams, leagues, and broadcasting organizations increase their visibility and interaction on the platform. This social media giant has also established partnerships with Major League Soccer ( MLS ) and Major League Baseball ( MLB ) in the United States, providing behind-the-scenes content and exclusive material.

Hotel and attraction reservations

In May this year, TikTok launched TikTok GO in the United States, allowing users to directly discover and book hotels, attractions, and experience activities within the app. TikTok GO showcases accommodations and available activities through videos, searches, and location pages. Once users find something of interest, they can view details, confirm availability, and complete the booking process.

TikTok Shop

According to the data from eMarketer, TikTok Shop's sales in the United States increased by 407% in 2024, and by another 108% in 2025, reaching $15.82 billion. As of last year, the company accounted for 18.2% of the total social e-commerce market in the US, a figure that is expected to rise to 24.1% by 2027.

In addition, TikTok launched TikTok Shop gift cards at the end of last year, further challenging the digital e-commerce platforms. TikTok Shop has also recently expanded into the luxury goods retail sector, although it was initially known for selling inexpensive products.

Music

The company stated that it will focus on promoting music listening and continue to cooperate with music streaming services rather than competing with them. However, TikTok has not completely given up its musical ambitions. The company recently launched a feature that allows Apple Music subscribers to play entire songs directly within the app after discovering them in the "Recommended for You" stream.

Search and Map

When TikTok was first launched, it began to erode the search business of Google because it could quickly display videos of restaurants, delicacies, and locations with comments and images. However, users may still have needed to turn to Google Search at that time to find the exact location of a place or read reviews. But over the past few years, TikTok has increasingly eliminated this need by integrating more detailed location information within the app.

Micro drama

Although TikTok is known for user-generated entertainment content, the company has also begun to embrace micro-series, launching a Minis section within its app, as well as a dedicated standalone app for playing short TV episodes. This content can be watched continuously in one-minute segments. Although TikTok has long been competing with streaming giants like Netflix for users' attention, its entry into scripted programming has put it in direct competition with these companies.

It is worth noting that TikTok's earlier involvement in the entertainment sector involved launching a live streaming feature and supporting longer videos, which represents a significant shift from its initial focus on 15-second short videos.

Games

TikTok has also launched a series of casual games within the app, hoping to encourage users to spend more time on the platform and interact with others through private messages. The addition of these games marks TikTok's ongoing effort to transform from a social media platform into an integrated entertainment platform: users can not only watch videos but also initiate simple and easy-to-play game challenges with their friends.