TikTok Shop Rolls Out Gift Cards, Racing the Clock on a Potential U.S. Ban
TikTok Shop has launched digital gift cards in the U.S. to compete with Amazon, despite facing a potential ban in 2026. We analyze the move, its features, and the high-stakes strategy behind it.
TikTok Shop has launched digital gift cards in the U.S., a strategic move that puts it in direct competition with e-commerce giants like Amazon and eBay. The feature was rolled out during the critical holiday season, a high-stakes play for the company as it scrambles to prove its value in the American market under the shadow of a looming deadline.
Users can now purchase and send the gift cards, loaded with values from $10 to $500, via email. According to the company, a key differentiator is personalization; senders can choose from a wide variety of animated designs for occasions like birthdays and weddings. Recipients must have a TikTok account to redeem the card, which instantly credits their TikTok Balance. The feature is currently available only in the U.S.
TikTok said it plans to enhance personalization even further. By early 2026, users will be able to record or upload video messages to attach to their gift cards. A company spokesperson also mentioned an upcoming "interactive unboxing that captures their reaction in real-time," but declined to provide more details.
This launch follows a significant achievement for TikTok Shop, which recorded over $500 million in U.S. sales during the four-day Black Friday and Cyber Monday period. Despite this impressive momentum, its future remains uncertain. TikTok faces a potential nationwide ban if its U.S. operations aren't sold to an American investor group by the extended deadline of January 23, 2026.
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TikTok has launched digital gift cards for TikTok Shop, available from $10 to $500, just in time for the holidays. The move positions the social media giant to compete directly with e-commerce leaders like Amazon and eBay.
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E-commerce giant Coupang said a former employee accessed 33 million accounts but only saved data from 3,000. The company claims all data was recovered with no external leak.
TikTok has launched digital gift cards for TikTok Shop, available from $10 to $500, just in time for the holidays. The move positions the social media giant to compete directly with e-commerce leaders like Amazon and eBay.
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