TikTok Shop launches digital gift cards to challenge Amazon and eBay

TikTok Shop has introduced a new feature that lets users purchase digital gift cards, making it easier to give friends and family access to the platform's millions of products.

The rollout was timed to coincide with the holiday shopping season, a critical period for TikTok Shop as it works to demonstrate its growing importance in e-commerce. By adding digital gift cards, TikTok Shop positions itself more directly against established online marketplaces such as Amazon and eBay, both of which already offer gift card programs. The launch follows TikTok Shop's recent expansion into luxury retail, another step in strengthening its broader commerce strategy.

Users can load TikTok Shop gift cards with values ranging from $10 to $500. The cards offer extensive customisation, including a wide selection of animated designs. Options include animations for thank-you messages, birthdays, weddings, and other special occasions.

The digital gift cards are delivered via email, and recipients must have a TikTok account to redeem them. Once redeemed, the value is instantly added to the recipient's TikTok Balance. Recipients can also respond with a thank-you note or choose to send a gift card in return. For now, digital gift cards are available for purchase only in the United States.

TikTok said it plans to expand personalisation options further. By early 2026, users will be able to record or upload video messages to accompany their digital gift cards. A company spokesperson added that the experience will eventually feature an "interactive unboxing" designed to capture recipients' reactions in real time, though no additional details were provided.

The digital gift card launch follows a significant sales milestone for TikTok Shop. During the four-day Black Friday and Cyber Monday shopping period, the platform recorded more than $500 million in sales in the U.S.

Despite this momentum, TikTok Shop's future in the United States remains uncertain. The platform is facing the possibility of a forced sale of its U.S. operations to an American investor group, and without such a sale, TikTok could face a nationwide ban. Donald Trump has extended the decision deadline to January 23, 2026, leaving the app's long-term status in the U.S. unresolved.