TikTok Expands Features Beyond Video to Build a Super App

TikTok is expanding far beyond short-form videos by rolling out new features like an in-app restaurant guide and exploring digital payment services. The social media platform introduced a community-driven guide called Must Eat, which gathers recommendations and curated lists from over 40 million posts and comments. Users can browse cities, cuisines, prices, ratings, and locations directly on the app, putting the platform in direct competition with Google Maps and Yelp. Aside from food discovery, Reuters reported that TikTok applied to Brazil's central bank in March for approval to operate as a financial technology company offering lending and payment services. The company has also been spotted testing a feature that lets users send money over direct messages. These steps mirror its playbook for TikTok Shop, which grew its U.S. sales significantly in recent years and captured a notable share of the social commerce market.

More Expansion

The app's feature set has grown to include games, local discovery maps, search tools, and a dedicated FIFA World Cup hub launched in June. TikTok also added an in-app Minis section for microdramas to compete with streaming giants, though it previously shut down its standalone TikTok Music streaming service after a year. It now partners with Apple Music to let subscribers play full songs within the feed instead.

Context

A super app combines multiple everyday digital services like messaging, shopping, local search, and payments into a single platform so users do not need to switch between different apps. Tech companies often pursue this model to increase daily user engagement and open new revenue streams. TikTok's recent feature rollouts show it is following this exact multi-service path.