TikTok announced this week that it’s adding an in-app restaurant guide, marking another step in the platform’s expansion beyond social media. The company has also recently been spotted developing a feature that would allow users to send money over direct messages.
The social media app has steadily expanded its offerings in recent years, adding TikTok Shop, a map for local discovery, more robust search features, games, and more. It appears that TikTok is taking steps to evolve into a “super app,” a single platform where users can do much more than just watch and share videos and that can 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 single 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 — which, notably, transitioned to new, primarily U.S. ownership back in January — has applied the same playbook to recent developments.
Restaurant Guides
TikTok has become a popular destination for restaurant recommendations, with viral videos often driving customers to local eateries. Now, the platform is looking to make that discovery process even easier with a new feature called “Must Eat.” The community-driven guide highlights restaurants getting attention on the platform.
“Must Eat” draws on more than 40 million posts and comments to compile restaurant recommendations and curated lists in one place. Users can browse restaurants by city and narrow their search by cuisine, price, rating, and location.
The move puts TikTok in more direct competition with platforms like Yelp and Google Maps. It also reflects how the app is expanding its role in users’ everyday decisions, from what they buy to where they choose to go out to eat.
Payments
Bloomberg reported in August that TikTok is developing a feature that would allow users to send each other moneycial media service’s TikTok Pay offering, which is already available in Southeast Asia for TikTok Shop purchases
Additionally, Reuters reported in March that TikTok had applied to Brazil’s central bank for approval to operate as a financial technology company offering lending and payment services.
TikTok’s potential expansion into payments marks a significant way that the company 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.
Sports
Over the years, TikTok has steadily been looking to become a place where users can come for sports highlights and content. In early June, the company launched a dedicated hub for the FIFA World Cup where users can see scores, match schedules, standings, trending videos, highlights, videos from players, and more.
If people are already watching videos on TikTok but want to keep up with the score, they can do so without leaving the app or opening a dedicated sports news app or Google.
The World Cup hub was made possible through TikTok’s Sports-focused product called “TikTok GamePlan,” which is designed to allow sports teams, leagues, and broadcasters to drive discovery and engagement on the platform. The social media giant also has partnerships with Major League Soccer (MLS) and Major League Baseball (MLB) for behind-the-scenes and exclusive content.
Hotel and attraction booking
In May, TikTok launched TikTok GO, a way for users to discover and book hotels, attractions, and experiences directly within its app in the United States. 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 find 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.
TikTok Shop
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 U.S. sales by 407% in 2024 and another 108% in 2025 to reach $15.82 billion. As of last year, the company accounted for 18.2% of total social commerce in the U.S., 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.
Music
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.
Search and Maps
TikTok has launched a robust search experience that surfaces maps, local hashtags, and even reviewsto 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.
Microdramas
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 stand-alone 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 livestreaming and support for longer videos, a significant move away from its initial focus on 15-second videos.
Games
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.
Source: techcrunch.com
