TikTok’s road to being the best app

Although TikTok is widely described as a social media giant, it is gradually moving beyond this category. Over time, the video app adds the TikTok Store, location discovery map, robust search, games, and much more. Now, it has recently added hotel booking capabilities and is pursuing a fintech license.

It seems that TikTok is taking steps to evolve into what it calls the “best app,” a single platform where users can do more than just watch and share videos, and actually manage a variety of needs in one place.

It is the largest application model in China with applications such as WeChat, such as Facebook, WhatsApp, Apple Pay, and an application store all installed in one place. Of course, there’s the question of whether the big app model can 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 a big step with the TikTok Store, the company – which, in particular, switched to new ownership, mainly in the US back in January – used the same playbook in recent developments.

Hotel reservations and attractions

Earlier this month, TikTok launched TikTok GO, a way for users to find and book hotels, attractions, and specific information within its app in the US TikTok GO is more than just accommodations and things to do with videos, searches, and location pages. When users find something they like, they can view the details, check availability, and complete the booking.

Instead of directing users to third-party websites after finding a location or recommendation on a video, TikTok has begun to position itself as a one-stop shop where viral travel content can drive bookings and revenue.

While people are already using TikTok as a search engine and replacement for Google, this latest step puts TikTok in direct competition with Google’s key businesses, Search and Google Maps, because it serves not only as an application where you find places, but also a platform where you buy that trip.

Payments

A few weeks ago, Reuters reported that TikTok has applied to Brazil’s central bank to be authorized to operate as a financial technology company that provides lending and payment services.

The company is seeking two licenses. The first will allow you to offer prepaid accounts so users can store funds, receive money, and make payments. The second license will authorize it to act as a direct credit provider, allowing it to lend its money or work as a platform that connects borrowers and lenders.

The move marks an important way for TikTok to operate outside of the social media and digital ecosystem. By aiming to bring financial services to its app, TikTok is looking to increase user engagement, open up new revenue streams, and position itself to compete with fintech startups and e-commerce platforms.

The TikTok Store

It is widely known that one of TikTok’s biggest moves beyond social media was the launch of the TikTok Store. TikTok began testing the TikTok Store in 2021 and launched in the US in 2023. Since then, the company has been able to successfully compete with Amazon, Shein, and other online marketplaces.

According to eMarketer, TikTok Shop has increased its sales in the US by 407.0% in 2024 and another 108.0% in 2025 to reach $15.82 billion. As of last year, the company accounted for 18.2% of total public commerce in the US, and that number is expected to reach 24.1% by 2027.

Additionally, TikTok began to challenge digital markets even more with the launch of TikTok Shop gift cards late last year. TikTok Shop has also recently expanded into luxury food stores, after becoming known for its cheap goods.

Music

TikTok’s popularity has affected the music industry and the way 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 will focus on streaming music and continue to work with music streaming services rather than compete with them. TikTok hasn’t completely abandoned its musical ambitions, however, as the company recently launched a feature that allows Apple Music subscribers to play full songs in the app after finding them in their “For You” feed.

Search and Maps

TikTok has launched a robust search experience from maps, local hashtags, and reviews to help users find trending restaurants, travel destinations, shops, and local information. It also added detailed information about places and restaurants to dedicated pages, allowing users to quickly see things like opening hours, star ratings, price ranges, and more.

TikTok was already eating into Google Search’s business when it first launched, as it quickly spawned videos featuring food reviews and reviews of restaurants and places. However, users may still need to turn to Google Search to find an exact location or read reviews. In the past few years, however, TikTok has eliminated that need by integrating detailed information about locations right within its app.

Microdramas

While TikTok is known for user-generated entertainment, the company has also begun to embrace microdramas by introducing an in-app Minis category and a standalone 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 user attention, its foray into scripted shows puts it in more direct competition with them.

It’s worth noting that TikTok first took a step into entertainment by introducing live streaming and support for longer videos, a significant departure from its initial focus on 15-second videos.

Games

TikTok has also launched a series of unique games on its app to make users spend more time on their site and interact with others in DMs. The addition of games marked TikTok’s continued effort to move from a social media platform to an inclusive entertainment platform where you can not only scroll through videos, but also challenge friends in easy-to-play games.