TikTok is done being just a video app. Over the past few years, it’s added shopping, a map for local discovery, games, sports hubs, hotel booking, and now it’s going after financial services. The transformation into a “super app” — think WeChat for the West — is well underway.
The latest moves are telling. In May, TikTok launched TikTok GO in the US, letting users book hotels and attractions directly through the app. In March, it applied for a fintech license in Brazil that would let it offer prepaid accounts and direct lending. Each step pulls another function out of a standalone app and into TikTok’s ecosystem.
TikTok Shop remains the biggest success story. US sales grew 407% in 2024 and another 108% in 2025, reaching $15.82 billion. eMarketer expects TikTok to capture 24.1% of US social commerce by 2027. The platform has already expanded into luxury retail after initially being known for cheaper goods.
There have been missteps. TikTok Music launched in 2023 and shut down a year later. But the company keeps pushing — it recently added a feature letting Apple Music subscribers play full songs without leaving the app. The strategy is clear: keep users inside TikTok for as many digital activities as possible.
