TikTok Shop has launched digital gift cards in the United States, expanding its e-commerce capabilities as the platform’s shopping division records substantial growth, according to TechCrunch.

The feature allows users to purchase gift cards ranging from $10 to $500, with personalized animated designs for various occasions, including birthdays, weddings, and thank-you messages. Gift cards are delivered via email to recipients with TikTok accounts, with the value instantly credited to their TikTok Balance upon redemption.

TikTok plans to expand personalization features by early 2026, enabling users to record or upload video messages to accompany digital gift cards. The company indicated the experience will include an “interactive unboxing that captures their reaction in real-time,” though specific implementation details were not disclosed.

Record Black Friday Performance

The digital gift card launch follows TikTok Shop’s announcement of more than $500 million in sales during the four-day Black Friday and Cyber Monday period, according to the company. The 2025 campaign period, which ran from November 12 through December 1, saw nearly 50% more shoppers make purchases compared to the same period in 2024.

Live Shopping sessions contributed significantly to platform performance, with shoppers viewing over 760,000 livestream sessions that generated more than 1.6 billion views. Brands and sellers hosting livestreams experienced 84% sales growth during this year’s campaign period compared to last year.

“Live Shopping is where brand love starts – it’s a dynamic, interactive experience that deepens how our users connect with brands on TikTok,” said Patrick Nommensen, Head of Strategic Initiatives for TikTok Shop in the Americas.

Creator Network Drives Discovery

TikTok Shop’s creator affiliates posted nearly 10 million shoppable videos during the campaign period. According to GlobalData research, 83% of TikTok Shop shoppers report discovering new products on the platform.

A U.S. national survey conducted by Morning Consult in partnership with TikTok between October 29-31, 2025, among 2,205 Americans aged 18 and older found that nine in 10 people on the platform seek some form of holiday inspiration or guidance.

Brands with $10 million or more in annual revenue grew their TikTok Shop sales 76% year over year compared with the 2024 campaign period, according to the company.