TikTok super app: opportunities for Italian brands 2026

The context: why TikTok wants to become a super app

The concept of super app It's not new. WeChat in China has already demonstrated for years that it's possible to consolidate payments, e-commerce, messaging, and entertainment in a single interface. TikTok, according to reports, TechCrunch, would be working in exactly this direction. The ambition is clear: to become the app people use for most of their daily digital activities.

This scenario isn't just about the United States or Asian markets. In fact, TikTok now has over 1.5 billion monthly active users globally. In Italy, its penetration among 18-35 year olds is well-established. Therefore, ignoring this evolution means leaving room for competitors.

Furthermore, the super app model follows a precise logic: reducing friction between product discovery, purchase intent, and final conversion. Everything happens within the same platform. Consequently, brands that can establish a presence in this ecosystem will have access to a fully integrated funnel.

The numbers that matter for those doing marketing in Italy

Before analyzing the strategic implications, it is useful to establish some facts. According to eMarketer, global advertising spending on TikTok exceeded $20 billion in 2025. Projections for 2027 indicate further growth of 30–35%. In Europe, the e-commerce segment on the platform is growing at a double-digit rate.

TikTok Shop, the integrated shopping feature, is already live in several European markets. Furthermore, the platform’s internal data shows that 67% of users discovered a product on TikTok before purchasing it elsewhere. This statistic is crucial. In fact, even without a direct in-app transaction, TikTok already acts as a discovery engine and influences purchase intent.

Also relevant is the data on average daily usage time: over 90 minutes per active user. No other social platform consistently reaches this threshold. Therefore, the ability to capture user attention is structurally superior to other channels.

Super App Architecture: What's Really Being Built

TikTok's path toward a super app model unfolds on multiple levels. The first is the native integration of e-commerce through TikTok Shop. The second is the expansion of advertising formats toward more sophisticated performance-based strategies. The third, still in development, concerns payment functionalities and direct messaging between brands and users.

However, not all of these levels are available simultaneously in all markets. In Italy, for example, TikTok Shop is still being progressively rolled out. As a result, brands still have time to prepare, but the window is closing.

According to an analysis by McKinsey When it comes to digital consumer behavior, platforms that reduce the number of steps between discovery and purchase achieve conversion rates up to 40% higher than those of traditional multichannel pathways. Therefore, the vertical integration that TikTok is building has a solid economic foundation; it is not merely a positioning move.

We of SHM Studio we are observing this architecture with analytical interest. In particular, the convergence between organic content, paid advertising, and direct transaction 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 preservation. In a super app ecosystem, organic content isn't separated from commercial function. Instead, videos become interactive storefronts. Therefore, brands must invest in continuous, not episodic, editorial production.

The second implication touches on the Paid campaign structure. TikTok's advertising 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. Google Ads campaigns and the LinkedIn campaign remain fundamental in the mix, but TikTok is gaining specific weight in B2B sectors as well.

The third implication concerns the SEO and discoverability. TikTok is increasingly functioning as a search engine, especially for younger generations. Consequently, content optimization strategies—keywords in captions, text overlaid on videos, and descriptions—are becoming relevant on this platform as well. SEO strategy Companies need to start including TikTok as a search channel, not just a social channel.

The construction site still open: risks and variables to monitor

It would be incorrect to present this evolution as a linear and obstacle-free path. In fact, TikTok operates in a complex regulatory environment. In Europe, the Digital Services Act imposes significant constraints on user profiling and algorithmic transparency. Despite this, the platform has demonstrated a capacity for regulatory adaptation that exceeds expectations.

Furthermore, the issue of user trust remains open. Willingness to make payments within TikTok depends on the platform's perceived security. In markets like Italy, where the propensity to purchase through new digital channels is growing but remains lower than the Northern European average, this factor is relevant.

Finally, the competition won't stand still. Meta is bolstering commerce features on Instagram and WhatsApp. YouTube is investing in integrated Shopping. Therefore, TikTok will need to accelerate its journey to consolidate its competitive advantage before other players close the gap.

Operational implications: what to evaluate in the next 90 days

For marketing managers handling multi-channel budgets, the first step is a Honest assessment of current TikTok presence. How much content is produced? How often? Is there already an active TikTok for Business account with a pixel installed?

Subsequently, it's useful to analyze whether your industry is already covered by competitors on TikTok Shop. This provides an immediate benchmark. Furthermore, it's 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 TikTok follows different logic than traditional channels. The first three seconds of the video determine the completion rate. Therefore, writing overlaid text and descriptions requires specific skills. Similarly, video production must be designed for vertical format and mobile-first consumption.

For companies looking to make a structured entry or enhance their presence on TikTok, the team of SHM Studio is available for an initial discussion. You can contact us via the Contact Us to explore our digital services to understand how to integrate TikTok into a cohesive multichannel strategy.

Finally, those who manage an e-commerce site should start evaluating the integration of their product catalog with TikTok Shop. The implications for Website structure And for product feeds, they are concrete and require advance technical planning. Similarly, conversion attribution logic will need to be updated to include TikTok as a measurable touchpoint in the customer journey.

To further explore the broader dynamics of artificial intelligence applied to marketing on social media platforms, it is also useful to consult the analyses available on AI and Automation and follow the updates on SHM Studio Blog.