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 buy from the millions of products on the app.

​The feature was strategically launched during the holiday season — a high-stakes period for the company’s shopping division as it aims to prove its value in the market. ​This move into digital gifting positions TikTok Shop to compete more directly with e-commerce giants like Amazon and eBay, both of which offer gift card options. TikTok Shop has also recently expanded into luxury retail, another move to solidify its footing in e-commerce.

Users can load the gift cards with anything from $10 to $500. What sets these cards apart is the ability to personalize them using a wide variety 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 card’s value is instantly credited to their TikTok Balance. Recipients can reply with a thank-you note or even send a gift card in return.

However, the gift cards can only be purchased in the U.S. for now.

TikTok said it plans to add features that let users personalize gift cards more. 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 will also include an “interactive unboxing that captures their reaction in real-time,” but declined to share further details.

The launch of digital gift cards comes on the heels of a significant milestone for TikTok Shop: Over the four days of Black Friday and Cyber Monday, the app recorded sales of more than $500 million in the U.S.

However, despite this achievement, TikTok Shop faces uncertainty as the sale of the app’s U.S. operations to an American investor group looms. If a sale doesn’t occur, TikTok faces a potential ban in the country. President Trump has extended the deadline to January 23, 2026, leaving the app’s future in the U.S. hanging in the balance.