TikTok Shop has introduced a new digital gift card feature, allowing users to purchase and send gift cards for use on the platform’s marketplace, as the company seeks to expand its e-commerce presence in the United States.
The launch comes during the holiday season, a critical period for TikTok Shop as it competes with established online retailers such as Amazon and eBay, both of which offer similar gifting options. The move also follows TikTok Shop’s recent expansion into luxury retail.
Users can purchase gift cards valued between $10 and $500 and personalize them with animated designs for occasions such as birthdays, weddings, and thank-you messages. The cards are delivered by email and can be redeemed only by recipients with a TikTok account, with the balance credited directly to their TikTok account. Recipients can also respond with a thank-you note or send a gift card in return.
The gift cards are currently available only in the United States. TikTok said it plans to introduce additional personalization features, including the ability to attach recorded or uploaded video messages by early 2026. A company spokesperson said future updates would also include an interactive “unboxing” experience but did not provide further details.
The rollout follows a strong sales period for TikTok Shop, which reported more than $500 million in U.S. sales over the four days spanning Black Friday and Cyber Monday.
Despite the growth, TikTok Shop’s future in the U.S. remains uncertain as ByteDance faces pressure to sell TikTok’s U.S. operations or risk a ban. President Donald Trump has extended the deadline for a sale to January 23, 2026.
