In a move clearly designed to capture a slice of the massive "gifting" market dominated by Amazon, TikTok Shop has officially launched its own digital gift cards. Rolled out in late December 2025, the new feature arrives just days after a historic announcement that has secured the platform's future in the United States.
On December 18, 2025, TikTok announced a new joint venture with majority U.S. ownership, effectively resolving the regulatory standoff that had threatened a nationwide ban. With its legal standing now stabilized, TikTok is moving fast to entrench itself as a primary economic engine for American commerce.
The "Stabilization" Factor: Why Now?
The launch of financial products like gift cards is a direct result of the newfound stability. For nearly two years, the threat of a ban made both consumers and brands hesitant to commit deep financial resources to the app.
The December 18 agreement changes the calculus. The new entity, TikTok USDS Joint Venture, ensures that U.S. user data and content algorithms are overseen by a majority-American board. This clarity has emboldened the platform to launch direct competitors to Amazon's core services. Analysts now forecast that TikTok Shop sales will exceed $20 billion in 2026, with nearly 50% of all U.S. social shoppers expected to make a purchase on the platform next year.
How the Gift Cards Work
Unlike the static plastic cards found in grocery store kiosks, TikTok’s offering is built for the digital-native generation and integrates seamlessly with its viral content.
- Customization: Senders can choose from a library of animated designs tailored for occasions like birthdays, weddings, or "just because."
- Value Range: Cards can be purchased in amounts ranging from $10 to $500.
- Instant Redemption: The digital card is delivered via email or in-app notification. Once redeemed, the funds are instantly added to the recipient's TikTok Shop balance, ready to be spent on the millions of products tagged in videos.
The "Battle with Amazon" Strategy
Industry analysts view this as an aggressive play to close the loop on e-commerce. Amazon has long held the crown for last-minute gifting, but TikTok is betting on impulse and discovery. By keeping the entire gifting transaction inside the app, TikTok removes the friction of leaving the platform to buy a generic Visa or Amazon card.
The timing—just ahead of the post-holiday return and exchange season—is strategic. It encourages users to keep their spending money within the TikTok ecosystem rather than cashing out.
25 Dec, 2025
