TikTok Expands Super App Features With Restaurant Guide and Payments
TikTok is broadening its platform capabilities by adding a restaurant guide and developing in-app payment features.
TikTok has announced the addition of an in-app restaurant guide called 'Must Eat.' The feature draws on more than 40 million posts and comments to provide community-driven recommendations. This launch is part of a broader strategy to evolve the platform into a super app where users can perform tasks beyond watching and sharing videos.
The company is also developing a feature that allows users to send money over direct messages. Bloomberg reported in August that this payment functionality is in development. TikTok Pay is already available in Southeast Asia for TikTok Shop purchases. Additionally, Reuters reported in March that TikTok applied to Brazil's central bank for approval to operate as a financial technology company.
TikTok has introduced other services to expand user engagement. The platform launched TikTok GO in May to allow users to discover and book hotels, attractions, and experiences. TikTok Shop, which began testing in 2021 and launched in the U.S. in 2023, grew its U.S. sales by 407% in 2024. The service is expected to reach $15.82 billion in U.S. sales in 2025.
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