TikTok Prepares to Introduce In-App Mini Apps, Following Douyin’s Success

TikTok is hinting at a significant evolution in its user experience with the potential introduction of “TikTok Minis”, a feature similar to the “Mini Programs” already thriving on its Chinese counterpart, Douyin. While still in the early stages, this move could reshape how users interact with the platform by integrating more transactional functionalities directly into the app.

Douyin’s Mini Programs enable users to perform a wide range of tasks – such as ordering food, booking rides, and purchasing tickets – without leaving the app. This ecosystem has turned Douyin into a powerhouse for commerce in China, with a significant portion of its revenue coming from in-app transactions. TikTok appears poised to replicate this model as it seeks to expand its role beyond entertainment into a broader transactional hub.

This isn’t too much of a surprise, considering that Douyin’s latest report showed earnings of over $374 billion compared to TikTok’s $3.8 billion. TikTok’s in-app shopping features have yet to resonate strongly with Western audiences: by integrating third-party tools directly within its interface, TikTok aims to encourage users to spend more time – and money – on the platform.

As TikTok works to follow Douyin’s playbook, the rollout of Mini Apps could mark a turning point in its strategy to increase in-stream revenue. While there are no guarantees of success, the platfotm at least has its Chinese sister app to use as a baseline, meaning that the new features aren’t being built from scratch – but only time will tell if it’s possible to rework features meant for a Chinese audience and re-tailor it to suit the vastly different attitudes of western markets.