TikTok is expanding its functionality beyond social media to become a super app, integrating services for local discovery, shopping, and finance. The platform recently introduced Must Eat, a guide for restaurant recommendations based on over 40 million posts and comments, allowing users to filter results by location, price, and rating.
The company is testing peer-to-peer payments via direct messages using its TikTok Pay system, already active in Southeast Asia. Additionally, TikTok has sought approval in Brazil to operate as a fintech firm. These moves aim to increase user engagement and compete with established e-commerce and financial platforms.
TikTok Shop, which launched in the U.S. in 2023, saw sales grow by 407% in 2024 and 108% in 2025, reaching $15.82 billion. The company now holds an 18.2% share of total U.S. social commerce, with projections suggesting this will rise to 24.1% by 2027.
The platform is also integrating travel and entertainment services. TikTok GO, launched in May, enables users to book hotels and attractions directly. Furthermore, the company has introduced a dedicated sports hub, casual games, and a section for microdramas to keep users within the app for various digital activities.
