- The context: why TikTok wants to become a super app
- The numbers that matter for those doing marketing in Italy
- Super app architecture: what is really being built
- Strategic reading: three implications for Italian brands
- The construction site is still open: risks and variables to monitor
- Operational implications: what to evaluate in the next 90 days
TikTok is pushing hard and steadily toward the model super app . The goal is to concentrate shopping, payments, entertainment, and communication into a single platform. This shift is already underway. Therefore, Italian brands need to start thinking differently about their presence on TikTok.
However, it's not just about setting up a profile and posting videos. Instead, moving to the super app model takes a joined-up strategy. In fact, TikTok Shop features, advanced ad formats, and engagement tricks are all coming together into a closed-off ecosystem. Because of this, brands already on the platform with solid content and campaigns will have a huge edge over the next 12 to 18 months.
At SHM Studio we closely monitor this evolution. We at SHM Studio we support marketing managers and digital leads of SMBs and mid-market companies in understanding these changes and turning them into practical actions. In short, this article breaks down the numbers, strategic implications, and operational moves every Italian brand should consider right now.
The context: why TikTok wants to become a super app
The concept of super app is not new. WeChat in China has already shown for years that it is possible to concentrate payments, e-commerce, messaging, and entertainment in a single interface. TikTok, according to reports by TechCrunch , would be working in exactly this direction. The ambition is clear: to become the app that people use for most of their daily digital activities.
This isn't just about the US or Asia. TikTok actually has over 1.5 billion monthly active users worldwide now. In Italy, it's super popular with the 18-35 crowd. So, sleeping on this trend basically means handing the win over to your competitors.
Plus, the super app model is all about a simple goal: making the journey from finding a product to buying it totally seamless. Everything happens right inside the app. So, brands that figure out how to rock this ecosystem are going to have access to a totally integrated funnel.
The numbers that matter for those doing marketing in Italy
Before breaking down the strategic implications, it helps to look at some data. According to eMarketer , global TikTok ad spend exceeded $20 billion in 2025. Projections for 2027 indicate a further 30-35% growth. In Europe, the e-commerce segment on the platform is growing at double digits.
TikTok Shop, the integrated shopping feature, is already live in several European markets. Plus, the platform's internal data shows that 67% of users discovered a product on TikTok before buying it elsewhere. This is huge. In fact, even without a direct in-app purchase, TikTok is already acting as a discovery engine and influencing buying intent.
Equally important is the data on average daily usage time: over 90 minutes per active user. No other social platform reaches this threshold so consistently. Therefore, the ability to capture user attention is structurally higher compared to other channels.
Super app architecture: what is really being built
TikTok's journey toward becoming a super app is happening on multiple levels. The first is native e-commerce integration through TikTok Shop. The second is the expansion of ad formats toward more sophisticated performance goals. The third, which is still in development, involves payment features and direct messaging between brands and users.
However, not all of these tiers are available at the same time in every market. In Italy, for instance, TikTok Shop is still rolling out gradually. As a result, brands still have time to get ready, but the window is closing.
According to an analysis by McKinsey on digital consumer behavior, platforms that reduce the number of steps between discovery and purchase record conversion rates up to 40% higher than traditional multichannel paths. Therefore, the vertical integration that TikTok is building has a solid economic foundation, it is not just a positioning move.
We at SHM Studio we observe this architecture with analytical interest. In particular, the convergence between organic content, paid advertising, and direct transactions represents a paradigm shift for the digital marketing strategy of Italian companies.
Strategic reading: three implications for Italian brands
The first implication concerns the content management . In a super app ecosystem, organic content is not separate from commercial function. Instead, videos become interactive storefronts. Therefore, brands must invest in continuous editorial production, not sporadic content.
The second implication touches the structure of paid campaigns . TikTok's ad formats are evolving towards advanced retargeting logic and more granular lookalike audiences. In fact, those who have already accumulated first-party data on the platform will have an advantage. The google ads campaigns and the LinkedIn campaigns remain essential in the mix, but TikTok is also gaining significant weight in B2B sectors.
The third implication concerns the SEO and discoverability . TikTok acts more and more like a search engine, especially for younger generations. Consequently, content optimization logic — keywords in captions, in text overlaid on videos, in descriptions — is becoming relevant on this platform too. The SEO Strategy strategy needs to start including TikTok as a search channel, not just a social one.
The construction site is still open: risks and variables to monitor
It wouldn't be right to paint this shift as a smooth, bump-free ride. The truth is, TikTok operates in a tricky regulatory environment. Over in Europe, the Digital Services Act slaps major rules on user profiling and algorithm transparency. Even so, the platform has shown it can handle these rules way better than people expected.
Plus, user trust remains a big question mark. Whether people are actually willing to pay right inside TikTok depends entirely on how safe they feel the app is. In markets like Italy, where shopping on new digital channels is growing but still lags behind Northern Europe, this is a huge deal.
Finally, the competition won't stand still. Meta is boosting commerce features on Instagram and WhatsApp. YouTube is investing in integrated Shopping. Therefore, TikTok will need to speed up its journey to cement its competitive edge before other players close the gap.
Operational implications: what to evaluate in the next 90 days
For marketing managers handling budgets across multiple channels, the first step is a honest evaluation of the current presence on TikTok . How much content is being produced? How often? Is there already an active TikTok for Business account with the pixel installed?
Next, it is useful to check if your industry already has competitors on TikTok Shop. This gives you an immediate benchmark. Also, it is worth testing at least one native ad format — TopView, In-Feed Ads, or Spark Ads — to gather first-party data on your audience.
From a content perspective, the Copywriting for TikTok follows different logics compared to traditional channels. The first three seconds of the video determine the completion rate. Therefore, writing on-screen text and descriptions requires specific skills. Similarly, video production must be designed for the vertical format and mobile-first consumption.
For companies considering a structured entry or a boost to their presence on TikTok, the team at SHM Studio is available for an initial chat. You can reach out to us through the contact page or explore our digital services to figure out how to weave TikTok into a solid, multi-channel strategy.
Finally, anyone running an e-commerce site should start looking into integrating their product catalog with TikTok Shop. The implications for the website structure and for product feeds are concrete and require early technical planning. Likewise, conversion attribution logic will need to be updated to include TikTok as a measurable touchpoint in the purchasing journey.
To delve deeper into the broader dynamics of artificial intelligence applied to marketing on social platforms, it is also useful to consult the analyses available on AI and automation and follow updates on SHM Studio blog .
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