TikTok Shop has officially launched digital gift cards in the United States, a move aimed at expanding its e-commerce footprint and challenging established online marketplaces like Amazon and eBay that also offer gift card options. The new feature allows users to purchase and send prepaid credits redeemable on TikTok Shop, positioning the social-commerce platform as more than just a place to discover products but also a destination to shop.

The rollout comes at a strategically important time — during the holiday shopping season, when consumer spending typically peaks. TikTok Shop’s gift cards can be purchased in denominations ranging from $10 to $500, giving buyers flexibility to choose amounts suitable for different occasions.

What differentiates TikTok’s gift card experience from traditional digital vouchers is the level of personalization on offer. Users can choose from a variety of animated designs tailored to moments like birthdays, weddings, thank-yous, and more, adding a social element to the gift-giving process.

Once purchased, gift cards are delivered to recipients via email, and the value is instantly credited to their TikTok Balance when redeemed. Recipients must have a TikTok account to use the card, and they can even send a thank-you note or reciprocate with their own gift card.

TikTok has said that the digital gift card feature is currently available only in the U.S., but it plans to expand functionality in early 2026. Future updates are expected to include the ability to attach recorded or uploaded video messages to gift cards and potentially interactive features that showcase recipients’ reactions.

The launch follows a strong performance by TikTok Shop over the Thanksgiving and holiday sales period, during which the platform reported more than $500 million in transactions during Black Friday and Cyber Monday. The company views digital gifting as a way to deepen engagement, drive impulse purchases, and extend its competitive edge against larger e-commerce players.

Industry analysts say TikTok’s latest move reflects the broader trend of social platforms integrating commerce tools to capture more of the online shopping market. By tying shopping closely to its viral video ecosystem, TikTok hopes to blend entertainment and retail in a way that sets it apart from traditional marketplaces dominated by Amazon and eBay.