TikTok Shop has launched digital gift cards in the United States, giving users a new way to send prepaid balances to friends and family as the company expands its e-commerce offerings during the holiday shopping season.
The gift cards can be loaded with amounts ranging from $10 to $500 and are delivered by email. Once redeemed, the value is added to the recipient’s TikTok Balance, which can be used to purchase items from the platform’s marketplace. Users are also able to customize cards with animated designs suited to occasions such as birthdays, weddings and thank-you messages.
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The move positions TikTok Shop more directly against established online retailers such as Amazon and eBay, which already offer similar digital gifting options. The company has been broadening its retail ambitions in recent months, including an expansion into luxury goods, as it seeks to strengthen its presence in online shopping.
TikTok Shop plans to further develop the feature, with additional personalization tools expected in the future. By early 2026, users are expected to be able to attach video messages to digital gift cards, adding a more interactive element to the gifting experience.
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The launch follows strong sales momentum for TikTok Shop in the U.S., with the platform generating more than $500 million in sales over the Black Friday and Cyber Monday period. Despite this growth, the business faces ongoing uncertainty, as TikTok’s U.S. operations remain subject to a potential sale or ban, with a government-imposed deadline set for January 23, 2026.
Source: TechCrunch