TikTok Shop launches digital gift cards to rival Amazon and eBay

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

The segment was strategically launched during the holiday season – a very busy time for the retail industry as they want to prove their worth in the market. Moving to the digital titles of TikTok Shop to compete directly with e-commerce giants such as Amazon and eBay, both of which offer gift card options. The TikTok store has also grown recently high quality productsanother move to strengthen its base in e-commerce.

Users can top up gift cards with anything from $10 to $500. What sets these cards apart is the ability to customize them using a variety of animations. There are also animations for thank you cards, birthdays, weddings, and other events.

Gift cards are issued via email, and recipients must have a TikTok account. When redeemed, the value of the cards is known as their TikTok Balance. Recipients can reply with a thank you note or send a gift card back.

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

TikTok has said it plans to add features that allow users to redeem more gift cards. By early 2026, users will be able to record or upload video messages to accompany their digital gift cards. A spokesperson for the company said the event will include “an interactive unboxing that shows the action in real time,” but declined to share details.

The launch of digital gift cards comes after a very important event on the TikTok Shop: During the four days of Black Friday and Cyber ​​Monday, the app recorded sales of more than $500 million in the US

However, even if this happened, TikTok Shop they are facing uncertainty as the sale of the program’s services in the US to the American financial community is approaching. If the sale does not happen, TikTok faces a ban in the country. President Trump has extended the deadline to January 23, 2026, leaving the future of the program in the US up in the air.