TikTok Shop launches digital gift cards to challenge Amazon and eBay

TikTok Shop has rolled out a new feature that allows users to purchase digital gift cards, making it easier to help friends and family purchase from the millions of products on the app.

The feature was strategically launched during the holiday season, a high-risk period for the company’s shopping division as it aims to prove its value in the market. This move to digital gifts enables TikTok Shop to compete more directly with e-commerce giants like Amazon and eBay, both of which offer gift card options. The TikTok store also recently expanded to Luxury retailwhich is another step to consolidate its position in e-commerce.

Users can load gift cards with anything ranging from $10 to $500. What sets these cards apart from others is the ability to customize them using a wide range of animated designs. There are also animations for thank you cards, birthdays, weddings, and other occasions.

Gift cards are delivered via email, and recipients must have a TikTok account. Once redeemed, the value of the card is instantly added to their TikTok balance. Recipients can respond with a thank you note or even send a gift card in return.

However, gift cards can only be purchased in the United States at this time.

TikTok said it plans to add features that allow users to further customize gift cards. By early 2026, users will be able to record or upload video messages to attach to their digital gift cards. A company spokesperson said the experience would also include an “interactive unlock that captures their reactions in real time,” but declined to share further details.

The launch of digital gift cards comes on the heels of a significant milestone for the TikTok Store: over the four days of Black Friday and Cyber ​​Monday, the app recorded sales More than $500 million In the United States

But despite this achievement, TikTok Store He faces uncertainty With the app’s US operations set to be sold to a US investor group. If the sale does not go through, TikTok will face a possible ban in the country. President Trump extended the deadline to January 23, 2026, leaving the future of the app in the United States hanging in the balance.