Though TikTok is extensively described as a social media large, it’s been step by step transferring past that class. Over time, the video app added TikTok Store, a map for native discovery, sturdy search, video games, and a lot extra. Not too long ago, it’s added lodge 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 far 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 massive 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. In fact, there’s the query of whether or not a brilliant app mannequin would work outdoors of China, however that doesn’t imply TikTok received’t strive.
As a substitute of switching between apps, TikTok is working to grow to be the app that individuals use for many of their digital actions. After taking its largest leap with TikTok Store, the corporate — which, notably, transitioned to new, primarily U.S. possession again in January — has utilized the identical playbook to current developments.
Sports activities
Through the years, TikTok has steadily been trying to grow to be a spot the place customers can come for sports activities highlights and content material. In early June, the corporate launched a devoted hub for the FIFA World Cup the place customers can see scores, match schedules, standings, trending movies, highlights, movies from gamers, and extra.
If individuals are already watching movies on TikTok however need to sustain with the rating, they will accomplish that with out leaving the app or opening a devoted sports activities information app or Google.
The World Cup hub was made attainable by TikTok’s Sports activities-focused product referred to 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 Main League Soccer (MLS) and Main League Baseball (MLB) for behind-the-scenes and unique content material.
Lodge and attraction reserving
In Could, TikTok launched TikTok GO, a manner for customers to find and ebook accommodations, points of interest, and experiences immediately inside its app in the USA. TikTok GO surfaces lodging and issues to do by movies, search, and placement pages. When customers discover one thing they’re inquisitive about, they will view particulars, test availability, and full a reserving.
As a substitute of directing customers to third-party web sites after they discover a vacation spot or advice 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 alternative 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 additionally 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 expertise firm providing lending and cost 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 manner that TikTok is branching out past a social media platform and right into a digital ecosystem. By aiming to deliver monetary companies into its app, TikTok is trying to improve person engagement, open new income streams, and place itself to compete with fintech startups and e-commerce platforms.
TikTok Store
It’s extensively recognized that one among TikTok’s largest 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.
In keeping with 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 12 months, the corporate accounted for 18.2% of complete 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 Store reward playing cards late final 12 months. TikTok Store has additionally lately expanded into luxurious retail, after initially primarily being recognized for affordable items.
Music
TikTok’s recognition 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 referred to as TikTok Music in 2023 to tackle platforms like Spotify and Apple Music, however ended up shutting it down a 12 months later.
The corporate stated it might deal with driving music listening and proceed partnering with music streaming companies fairly than competing with them. TikTok hasn’t utterly deserted its music ambitions, nevertheless, as the corporate lately launched a function 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 opinions 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 rapidly 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 rapidly 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 opinions. 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 understood 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 exhibits 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 exhibits places it in much more direct competitors with them.
It’s price noting that TikTok first took strides into leisure with the launch of livestreaming and help for longer movies, a big transfer away from its preliminary deal with 15-second movies.
Video games
TikTok has additionally launched a sequence of informal video games in its app to get customers to spend much more time on its platform and have interaction 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 movies, but additionally problem mates to easy-to-play video games.
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