TikTok Eyes Local Services Expansion in the U.S.

TikTok is reportedly exploring a move into local services in the U.S., aiming to expand in-app transactions beyond shopping. According to Axios, the company has posted job listings in cities like Seattle, Los Angeles, and New York, seeking candidates to help connect local businesses with TikTok creators and users.

This strategy mirrors the model already in place on Douyin, TikTok’s Chinese counterpart, which integrates “Mini Programs” within the app. These allow users to order food, book rides, and purchase tickets directly without leaving the platform. In China, this system has significantly boosted in-app spending, with Douyin generating approximately $490 billion in gross merchandise volume (GMV) in 2024. In comparison, TikTok’s GMV was around $30 billion last year.

Bringing local services to TikTok in the U.S. could help the platform strengthen its eCommerce ambitions while also driving more user transactions. Given that the U.S. is TikTok’s biggest revenue market, the expansion could serve both as a business growth strategy and as an additional foothold amid ongoing regulatory scrutiny.

If these changes are implemented, this shift could see TikTok integrating with services like Uber and DoorDash, encouraging users to make purchases or book services directly through the app. Given that Doyjin has already seen massive success as a result of services like this, there’s a very good chance that Tiktok will follow suit if it can capture the right audiences.