Despite ongoing regulatory challenges, TikTok is pushing forward with plans to expand its U.S.-based operations. Recent reports reveal that the platform is gearing up to introduce local lifestyle services in the American market, offering users discounts for restaurants, hotels, and other lifestyle amenities.
To support this initiative, TikTok is actively recruiting talent in Seattle, Los Angeles, and New York. A job posting highlights the company’s immediate focus on securing partnerships with top-tier local service providers in the travel industry to broaden its service offerings. Simultaneously, TikTok is onboarding content creators specializing in food, travel, and related niches to drive engagement and adoption of these localized features.
This strategy mirrors TikTok’s earlier moves in Southeast Asia. In late 2023, the platform tested similar group-buying services in Indonesia, Thailand, and Singapore, hiring local teams and rolling out discounted packages to select users. The company also plans to collaborate with established logistics partners to offer on-demand services like food delivery.
While the U.S. market boasts mature infrastructure and robust transportation networks, TikTok faces heightened uncertainty due to lingering regulatory risks. Scaling its local lifestyle services here will demand significant upfront investment and careful navigation of political headwinds. Nevertheless, TikTok appears determined to carve out a foothold in the hyper-competitive U.S. social commerce arena—proving that even amid bans, its ambitions remain unchecked.
