TikTok Shop has rolled out a new feature that lets users purchase digital gift cards, making it easier for friends and family to buy from millions of products on the app.
The feature was strategically introduced during the holiday season, a high-stakes time for the company’s shopping division as it looks to prove its worth in the market. The digital gift initiative positions TikTok Shop to compete more directly with e-commerce giants like Amazon and eBay, which offer gift card options. TikTok Shop has recently expanded into luxury retail, another move to solidify its foothold in e-commerce.
Users can load gift cards with amounts ranging from $10 to $500. What makes these cards unique is that you can personalize them with a variety of animated designs. There are also animations for thank you cards, birthdays, weddings, and other occasions.
Gift cards will be delivered via email and recipients must have a TikTok account. Once redeemed, the value of your card will be instantly credited to your TikTok balance. The recipient can respond with a thank you note or even send a gift card in return.
However, gift cards are currently only available for purchase in the United States.
TikTok said it plans to add features that will allow users to further personalize gift cards. By early 2026, users will be able to record or upload video messages and attach them to digital gift cards. A company spokesperson said the experience will also include “an interactive unboxing that captures user reactions in real time,” but declined to provide further details.
The release of the digital gift card comes on the heels of a significant milestone for TikTok Shop. In four days between Black Friday and Cyber Monday, the app generated more than $500 million in sales in the United States.
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But despite this accomplishment, TikTok Shop faces uncertainty with the looming sale of the app’s U.S. operations to a group of U.S. investors. If the sale does not take place, TikTok could be banned in the country. President Trump has extended the deadline until January 23, 2026, leaving the app’s future in the United States up in the air.
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