As TikTok evolves beyond its roots as a short-form video platform, it is increasingly positioning itself as a potential super app.
What is a super app?
A super app is a marketplace of services and offerings accessible through a single application. These apps merge various functionalities—including messaging, payments, and social media—into one platform, making it convenient for users to access multiple services without needing to switch between different applications.
Super apps have emerged as a transformative force in the digital landscape, particularly in Asia, where they have successfully bridged the gap in the availability and accessibility of digital services. The unique market fragmentation in the region, characterised by a lack of established players across various sectors, has created ground for platforms such as WeChat and Grab to flourish. These super apps have capitalised on the rapid mobile penetration in countries like China and Southeast Asia, where smartphones serve as the primary means of internet access.
By launching at a time when smartphone sales were surging, WeChat was able to establish a massive user base early on, effectively embedding itself into the daily lives of millions. In contrast, the West’s competitive digital ecosystem, dominated by established players, presents a formidable barrier for super apps. The entrenched presence of specialised services makes it challenging for any single platform to offer a comprehensive suite of services that can compete effectively.
Cultural norms play a pivotal role
In China, group communication is essential for social interaction, and WeChat effectively combines messaging with social features, aligning with users’ habits. In Southeast Asia, the demand for ride-hailing services due to public transportation issues has made Grab a popular choice for daily commuting. The rapid adoption of mobile payments has also enabled super apps to integrate financial services seamlessly.
In contrast, Western users have greater concerns about data privacy and security, making them wary of super apps that require extensive personal information. This hesitance, along with strict regulatory environments, poses challenges for these apps in the West. The localised strategies of Asian super apps and their users’ openness to new technologies allow them to thrive, while their Western counterparts face obstacles in gaining traction.
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By GlobalDataTikTok is transforming into a multifaceted hub
TikTok is evolving from a social media platform focused on short-form videos into a super app by leveraging community engagement to explore e-commerce opportunities. It now offers an immersive shopping experience that allows merchants, brands, and creators to showcase and sell products directly on the app. This is accomplished through various formats such as in-feed videos, live streams, and product showcase tabs. Currently, TikTok Shop is available in the US, UK, Ireland, Spain, Thailand, Indonesia, Malaysia, Singapore, Vietnam, and the Philippines. It has recently expanded to include France, Germany, and Italy.
TikTok is not yet a fully developed super app, but it does possess many features typical of one. If it can integrate additional apps into the platform, such as communication apps that offer calling, messaging, and video chat, it could increase user engagement even further. Since its users are already loyal to the app, it should be relatively easy to encourage them to adopt these new features
