TikTok’s road to becoming a super app

TikTok, widely regarded as a social media giant, has been gradually expanding its capabilities beyond its core video-sharing platform. The app has introduced a range of features, including TikTok Shop, a map for local discovery, robust search, games, and more. Recently, it added hotel booking capabilities through TikTok GO and is pursuing a fintech license, signaling its ambition to become a 'super app.' A super app is a single platform that allows users to handle a wide range of needs, from social media to e-commerce, entertainment, and financial services.

This concept is popular in China, with apps like WeChat offering a broad range of features. While it's unclear whether the super app model will succeed outside of China, TikTok is determined to try. TikTok's latest move is the launch of TikTok GO, which enables users to discover and book hotels, attractions, and experiences directly within the app.

This feature surfaces lodging and activities through videos, search, and location pages, allowing users to view details, check availability, and complete bookings. By integrating travel booking capabilities, TikTok is positioning itself as a one-stop platform where viral travel content can drive bookings and revenue. The company is also seeking to offer financial services, having applied for a fintech license in Brazil.

TikTok aims to provide prepaid accounts and lending services, allowing users to store funds, receive money, and make payments. This move marks a significant expansion of TikTok's capabilities beyond social media and into the digital ecosystem. TikTok's evolution into a super app is driven by its desire to increase user engagement, open new revenue streams, and compete with fintech startups and e-commerce platforms.

The company has already made significant strides in e-commerce with the launch of TikTok Shop, which has grown rapidly in the US. According to eMarketer, TikTok Shop's US sales grew by 407% in 2024 and 108% in 2025, reaching $15.82 billion. As TikTok continues to expand its features and services, it's clear that the company is committed to becoming more than just a social media platform.

With its robust search experience, in-app games, and entertainment offerings, TikTok is positioning itself to compete with a range of digital giants, from Google to Netflix.