TikTok Shop introduces digital gift cards, takes on Amazon and eBay
The feature was strategically launched during the holiday season.
TikTok Shop has introduced a new feature that allows users to purchase digital gift cards to make it easier to help friends and family shop from millions of products on the app.
Now is a crucial time for the company’s shopping arm to prove its worth in the marketplace. This move into digital gifts puts TikTok Shop in a more competitive position with e-commerce giants like “Amazon” and “eBay”, both of which offer gift card options. TikTok Shop also recently expanded into luxury retail, another step toward strengthening its position in the e-commerce market.
Gift cards can be loaded by users in any amount from $10 to $500. What sets these cards apart is the ability to personalize them with a 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. When the card is redeemed, its value is immediately credited to their TikTok balance. Recipients can respond with a thank-you note or even send a gift card.
However, gift cards are only available in the US for now.
TikTok said it plans to add features that will allow users to personalize their gift cards more. By early 2026, users will be able to record or upload video messages to accompany their digital gift cards. A company spokesperson said the feature will also include “interactive unboxing that captures their reactions in real time,” but declined to provide 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.
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