TikTok is expanding its services beyond short-form videos with a new restaurant guide called Must Eat, while developing payment features and adding more shopping, travel, and entertainment tools. The additions bring the platform closer to the super app model, where users can access multiple digital services within a single application.
The expansion follows TikTok’s transition to primarily US ownership in January 2026 and builds on existing services such as TikTok Shop, local search, and hotel bookings. The company has been adding features that allow users to discover businesses, make purchases, and access services without leaving the app.
TikTok Introduces Must Eat Restaurant Guide
TikTok launched Must Eat on October 28, using more than 40 million posts, reviews, and comments to generate restaurant recommendations. The feature initially covers New York City, Los Angeles, and the San Francisco Bay Area, allowing users to filter restaurants by cuisine, price, rating, and location.
Recommendations are organized into Everyday Eats and Elevated Dining, covering casual restaurants and special-occasion dining. Users can also view restaurant information and, at participating locations, make reservations through OpenTable.
The guide builds on TikTok’s existing search and mapping capabilities, which display restaurant locations, operating hours, ratings, and customer reviews. These features also put the platform in competition with Google Maps and Yelp.
TikTok Develops Payments and Expands Travel Bookings
Bloomberg reported in August that TikTok was developing peer-to-peer payments through direct messages using TikTok Pay, which already supports TikTok Shop purchases in Southeast Asia. Reuters also reported in March that the company had applied for regulatory approval in Brazil to provide lending and payment services.
In May, TikTok introduced TikTok GO in the United States, allowing users to discover and book hotels, attractions, and activities through videos, search results, and location pages. The service lets users check availability and complete bookings within the app.
TikTok Shop Sales Reach $15.82 Billion in the US
TikTok Shop, which launched in the United States in 2023, has become another major part of the platform’s services. According to eMarketer, US sales increased 407% in 2024 and 108% in 2025, reaching $15.82 billion.
The platform accounted for 18.2% of US social commerce in 2025, with eMarketer projecting that figure to reach 24.1% by 2027. TikTok has also introduced gift cards and expanded into luxury retail.
TikTok Adds Sports, Music and Entertainment Features
TikTok introduced a dedicated FIFA World Cup hub in June, providing match scores, schedules, standings, highlights, and player videos. Its GamePlan product also supports sports organizations, including Major League Soccer and Major League Baseball, in distributing content.
The company has expanded into short-form scripted shows through its Minis section and a separate microdrama app, while adding casual games accessible through direct messages. TikTok also introduced in-app playback for Apple Music subscribers after discontinuing its own TikTok Music streaming service in 2024.
Featured image credits: Wikimedia Commons
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