Though TikTok is broadly described as a social media large, it’s been progressively shifting past that class. Over time, the video app added TikTok Store, a map for native discovery, strong search, video games, and a lot extra. Lately, it’s added resort reserving capabilities and is pursuing a fintech license.
It seems that TikTok is taking steps to evolve right into a “tremendous app,” a single platform the place customers can do rather more than simply watch and share movies and that may really deal with a variety of wants in a single vacation spot.
The tremendous app mannequin is large in China with apps like WeChat, which is sort of like Fb, WhatsApp, Apple Pay, and an app retailer all rolled right into a single platform. After all, there’s the query of whether or not an excellent app mannequin would work exterior of China, however that doesn’t imply TikTok gained’t attempt.
As an alternative of switching between apps, TikTok is working to turn out to be the app that folks use for many of their digital actions. After taking its greatest leap with TikTok Store, the corporate — which, notably, transitioned to new, primarily U.S. ownership again in January — has utilized the identical playbook to latest developments.
Sports activities
Over time, TikTok has steadily been seeking to turn out to be a spot the place customers can come to for sports activities highlights and content material. In early June, the corporate launched a dedicated hub for the FIFA World Cup the place customers can see scores, match schedules, standings, trending movies, highlights, movies from gamers, and extra.
If persons are already watching movies on TikTok however need to sustain with the rating, they’ll accomplish that with out leaving the app or opening a devoted sports activities information app or Google.
The World Cup hub was made potential by way of TikTok’s Sports activities-focused product known as “TikTok GamePlan,” which is designed to permit sports activities groups, leagues, and broadcasters to drive discovery and engagement on the platform. The social media large additionally has partnerships with Major League Soccer (MLS) and Major League Baseball (MLB) for behind-the-scenes and unique content material.
Resort and attraction reserving
In Might, TikTok launched TikTok GO, a method for customers to find and e book motels, sights, and experiences instantly inside its app in the US. TikTok GO surfaces lodging and issues to do by way of movies, search, and site pages. When customers discover one thing they’re fascinated by, they’ll view particulars, examine availability, and full a reserving.
As an alternative of directing customers to third-party web sites after they discover a vacation spot or suggestion in a video, TikTok has began positioning itself as a one-stop platform the place viral journey content material can drive bookings and income.
Whereas individuals have already been utilizing TikTok as a search engine and substitute for Google, this newest step places TikTok in additional direct competitors with Google’s core companies, Search and Google Maps, as a result of it’s working to not solely be the app the place you uncover locations, but in addition the platform the place you buy that journey.
Funds
In March, Reuters reported that TikTok had utilized to Brazil’s central financial institution for approval to function as a monetary know-how firm providing lending and fee companies.
The corporate is in search of two licenses. The primary would enable it to supply pay as you go accounts so customers can retailer funds, obtain cash, and make funds. The second license would authorize it to function as a direct credit score supplier, permitting it to lend its personal capital or operate as a platform that connects debtors and lenders.
The transfer marks a big method that TikTok is branching out past a social media platform and right into a digital ecosystem. By aiming to carry monetary companies into its app, TikTok is seeking to enhance consumer engagement, open new income streams, and place itself to compete with fintech startups and e-commerce platforms.
TikTok Store
It’s broadly identified that one in all TikTok’s greatest leaps past social media was the launch of TikTok Store. TikTok started testing TikTok Store in 2021 and launched it within the U.S. in 2023. Since then, the corporate has been in a position to efficiently compete with Amazon, Shein, and different on-line marketplaces.
Based on eMarketer, TikTok Store grew its U.S. gross sales by 407% in 2024 and one other 108% in 2025 to succeed in $15.82 billion. As of final yr, the corporate accounted for 18.2% of whole social commerce within the U.S., with that quantity anticipated to succeed in 24.1% by 2027.
Moreover, TikTok started difficult digital marketplaces even additional with the launch of TikTok Shop gift cards late final yr. TikTok Store has additionally just lately expanded into luxury retail, after initially primarily being identified for reasonable items.
Music
TikTok’s reputation has influenced the music trade and the way individuals uncover new music, and the corporate tried to capitalize on this by launching a streaming service known as TikTok Music in 2023 to tackle platforms like Spotify and Apple Music, however ended up shutting it down a yr later.
The corporate stated it might concentrate on driving music listening and proceed partnering with music streaming companies somewhat than competing with them. TikTok hasn’t fully deserted its music ambitions, nevertheless, as the corporate just lately launched a characteristic that lets Apple Music subscribers play full songs within the app after discovering them on their “For You” feed.
Search and Maps
TikTok has launched a sturdy search expertise that surfaces maps, native hashtags, and even reviews to assist customers uncover trending eating places, journey places, retailers, and native experiences. It has additionally added extra detailed details about locations and eating places on devoted pages, permitting customers to shortly see issues like opening hours, star rankings, value ranges, and extra.
TikTok was already consuming into Google’s Search enterprise when it first launched, because it shortly surfaced movies that includes commentary and visuals of restaurant meals and locations. Nevertheless, customers should still have wanted to show to Google Search to discover a place’s actual location or to learn evaluations. Over the previous few years, nevertheless, TikTok has more and more eradicated that want by integrating detailed details about locations proper inside its app.
Microdramas
Whereas TikTok is thought for user-generated leisure, the corporate has additionally begun embracing microdramas by launching an in-app Minis part and a devoted stand-alone app for bite-sized TV reveals that may be watched in a sequence of one-minute episodes. Whereas TikTok already competes with streaming giants like Netflix for customers’ consideration, its transfer into scripted reveals places it in much more direct competitors with them.
It’s value noting that TikTok first took strides into leisure with the launch of livestreaming and assist for longer movies, a big transfer away from its preliminary concentrate on 15-second movies.
Video games
TikTok has additionally launched a series of casual games in its app to get customers to spend much more time on its platform and interact with others in DMs. The addition of video games marked TikTok’s ongoing effort to go from a social media platform to an all-in-one leisure platform the place you can’t solely scroll by way of movies, but in addition problem mates to easy-to-play video games.
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