The feature allows users to buy digital gift cards valued between $10 and $500, giving recipients a simple way to shop from the app’s growing catalogue. 

Cards are sent by email and can only be redeemed by users with a TikTok account. Once claimed, the value is added straight to the recipient’s TikTok balance, ready to spend.

TikTok Shop is working to prove it can move beyond impulse buys and creator-led sales into mainstream online retail. In adding gift cards, it is stepping directly into territory long dominated by Amazon and eBay, where gifting is a huge driver of repeat spending.

What stands out is how social the process is designed to be. Buyers can choose from animated designs built for birthdays, weddings, thank-you messages and other occasions. Recipients can reply with a note of thanks or send a gift card back. TikTok says this is only the start.

A spokesperson said future updates will enhance personalisation, including the option to attach recorded or uploaded video messages. The company also pointed to an “interactive unboxing that captures their reaction in real-time,” though details were not disclosed.

For now, the TikTok Shop digital gift cards are only available for purchase in the U.S., with no timeline announced for other markets.

The rollout follows a strong showing during the 2025 Black Friday and Cyber Monday period, when TikTok Shop recorded more than $500 million in U.S. sales over four days. 

That figure represents almost 50% growth compared with the same period in 2024. Brands such as Disney and Samsung took part in the holiday push, a sign that TikTok Shop is attracting more established retailers, not just small merchants and influencers.

At the same time, the platform is widening its product mix. Alongside everyday goods, TikTok Shop has moved into luxury fashion and resale items, a clear attempt to increase average order values and appeal to older, wealthier shoppers.

Yet all of this growth sits under a cloud of uncertainty. TikTok’s U.S. operations are being restructured into a new entity, TikTok USDS Joint Venture LLC, which will be majority owned by American investors including Oracle, Silver Lake and UAE-based MGX. 

ByteDance is expected to retain roughly 20% ownership, while U.S. partners take control of data security and oversight of the algorithm.

The deal must close by January 22, 2026, to comply with U.S. law. If it fails, TikTok faces a nationwide ban, a scenario that would put TikTok Shop’s U.S. vision at risk just as they begin to gain traction.

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This warning comes as the company reports an increase in suspicious email activity since mid-November, coinciding with the holiday shopping season.

As the world’s largest email provider, Gmail serves over 2.5 billion users globally. Google revealed that it blocks more than 99.9% of spam, phishing attempts, and malware from reaching users’ inboxes. However, scammers continue to adapt their tactics, making this time of year particularly challenging.

Common Scams Targeting Users

Google identified three recurring scam tactics designed to exploit unsuspecting users:

1. Fake Invoices: Scammers send fraudulent invoices claiming users owe money. The goal is to get recipients to call a provided number, where they are tricked into making payments.
2. Celebrity Endorsements: Fraudsters impersonate celebrities or claim fake endorsements to gain trust and lure victims into scams. These messages often promote dubious products or deals that seem too good to be true.
3. Extortion Emails: In more alarming cases, scammers use personal details, such as home addresses, to intimidate victims. They often include threats of harm or claims of possessing sensitive information, demanding money in exchange for silence.

Tips for Staying Safe

To fight these scams, Google shared some safety tips for users:

• Pause Before Acting: Scams often create a sense of urgency. Take time to verify the message before responding.
• Check the Details: Scrutinise the sender’s email address and cross-check claims with trusted sources.
• Avoid Immediate Actions: Reputable organisations do not demand payments or sensitive information on the spot.
• Report Suspicious Activity: Mark any dubious emails as spam to help keep your inbox—and others’—secure.

Google’s enhanced security features, introduced earlier this year, have reduced the number of successful scam attempts by 35% compared to last year. 

Nonetheless, users are advised to remain cautious, especially as scammers evolve their strategies during the holiday period.

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With the holiday season here already, both global and Nigerian eCommerce platforms are already seeing high demand. This period brings high-stakes pressure to retailers as consumers rely more on online stores for shopping.

In the US alone, online sales reached $288.8 billion in the third quarter of 2024, a 7.46% increase year-over-year (YoY) from the third quarter of 2023. 

Meanwhile, Nigeria’s eCommerce market, valued at $8.53 billion in 2024, is projected to reach $14.92 billion by 2029, with a compound annual growth rate (CAGR) of 11.82% during the forecast period.

This surge reiterates how much eCommerce is becoming indispensable, particularly during peak shopping seasons. 

However, with the holiday rush, it’s a big wonder if technology can keep up with the high demands of holiday shoppers, or are cracks starting to show under the weight of consumer expectations? Millions of shoppers converge on online stores, pushing the system to its limits. Any glitch, any hiccup, can have catastrophic consequences.

The Pressure on eCommerce Platforms

Over 40% of annual retail sales occur between Thanksgiving and Christmas globally and Nigerian platforms like Jumia have seen commendable growth. Jumia recently reported an 18% year-on-year increase in orders during the 2024 holiday season which is just starting. Imagine the percentage increase by year-end!

But while demand surges, so too do consumer expectations. In both the US and Nigeria, shoppers are now accustomed to fast deliveries, often within 24 to 48 hours, and seamless checkout. 

Research reveals that 70% of online shoppers abandon their carts due to poor user experience, while in Nigeria, 45% of consumers would switch platforms if delivery times exceed expectations.

For retailers, the stakes are high—failure to meet these expectations can result in lost sales, customer trust, and irreparable damage to a brand’s reputation. 

The need for operational efficiency has never been more important, as tech infrastructure limitations, supply chain disruptions, and cybersecurity issues threaten to obstruct smooth operations during the busy holiday season.

Challenges in Meeting Holiday Demands

Tech Infrastructure Limitations: Server overloads, slow website speeds, and outages are common during peak shopping periods. Last year’s Black Friday saw lots of disruptions, with Amazon experiencing intermittent outages as servers were unable to handle traffic peaks. 

In Nigeria, platforms like Jumia have faced similar issues, with users reporting delays in page load times and failures in processing transactions. The holiday surge often exceeds bandwidth capacity, causing slowdowns and customer frustration. This is why scalable, efficient infrastructure is required.

Supply Chain Disruptions: The global supply chain problem, worsened by the pandemic and logistical challenges, has made it more difficult to meet the rising demand for products. 

In 2023, more than 60% of global supply chains faced delays, leading to out-of-stock situations for major retailers. 

Platforms like Konga had delays in shipments from overseas suppliers, affecting the timely availability of high-demand goods such as electronics and fashion. Local delivery systems in Nigeria are also under pressure, with shipping times increasing by 20% during the holiday season, according to a report by the Nigerian Shippers’ Council.

Cybersecurity: The holidays also bring risks of cyberattacks, including data breaches and fraud. Last year, more than 500 million online accounts were compromised globally during the holiday shopping season. In Nigeria, the rise of digital payment fraud has led to increased cybersecurity anxieties. 

During the holiday season, cybersecurity agencies, including Nigeria’s National Cyber Security Centre (NCSC), often issue warnings about an increase in fraudulent activities in eCommerce transactions. 

This period is particularly vulnerable to cyber threats due to the high volume of online transactions,  making individuals and companies more vigilant about the safety of online payment systems, and investing in more secure payment gateways.

AI and Personalisation Challenges: Personalisation technologies, including recommendation engines and dynamic pricing algorithms, are mostly unable to keep up with increased traffic. Reports reveal that nearly 40% of eCommerce websites experienced issues with AI algorithms during peak periods, causing pricing errors or incorrect recommendations. While recommendation engines of eCommerce platforms are improving, they struggle to scale effectively during the busiest shopping times.

Technology’s Role in Overcoming Challenges

Even with these challenges, technology is going beyond to ensure eCommerce platforms can meet the demands of holiday shoppers.

AI and Personalisation

AI, on the other hand, is being leveraged to enhance customer experiences. Personalised shopping through recommendation engines and targeted ads boosts satisfaction and drive sales. AI-driven chatbots are handling customer service inquiries efficiently, particularly during peak shopping times.

Automation in Warehousing and Logistics

Robotics and automation are enhancing warehouse operations, with AI-powered robots speeding up order fulfilment and automated sorting systems reducing processing time. Added to these, innovations such as drones and autonomous vehicles are being tested for last-mile delivery, improving delivery speed in urban areas.

Cloud Infrastructure for Scalability

To address server overloads and traffic surges, companies like Amazon and Nigerian platforms like Jumia are investing heavily in cloud infrastructure. Amazon’s AWS, for example, dynamically adjusts resources based on demand, while others have expanded their server capacity to manage increased traffic. Alibaba’s use of AI, robotics, and big data during Singles’ Day showcases how technology can handle massive spikes in transactions.

These improvements help to prevent slowdowns and outages that could lead to lost revenue.

AI-Driven Supply Chain Optimisation

AI-driven solutions are also aiding in inventory management and demand forecasting, helping platforms better predict customer demand and ensure stock availability. This has been a game-changer in reducing stockouts.

Platforms have implemented similar technologies, investing in AI for real-time inventory tracking and predictive analytics. During peak sales events like Black Friday, Jumia faced logistical challenges but responded by improving its partnerships with local couriers and enhancing its delivery tracking systems.

Cybersecurity Measures

The holiday season is notorious for cyberattacks, with the rise of digital payment fraud and data breaches. In Nigeria, over 35% of eCommerce transactions during the holiday period are flagged as potentially fraudulent. To tackle this, platforms are investing in more secure payment gateways and strengthening their cybersecurity protocols to safeguard customer data and maintain trust.

Advancements in Logistics Tech

Innovations like drone deliveries, automated warehouses, and real-time tracking are enhancing logistics capabilities. Globally, Walmart is using drones to expedite deliveries of small items, while companies like DHL and UPS are optimizing routes with AI-powered logistics platforms. In Nigeria, logistics startups like Max.ng are piloting drone deliveries in Lagos to handle last-mile delivery and reduce congestion in urban areas.

Enhanced Customer Experience Tools

AI-powered chatbots and the integration of AR/VR are enhancing the shopping experience. Companies like Shopify are using AI to offer personalised shopping experiences, while some other platforms are exploring virtual try-on technologies for fashion and beauty products. 

Companies have learnt from past holiday seasons when it comes to handling high demand. For instance, in 2022, Amazon’s infrastructure had some issues during Black Friday, but the company quickly scaled its cloud capacity and implemented predictive analytics to avoid similar issues in 2023. Similarly, Jumia has learned the importance of proactive logistics planning and clear customer communication.

Emerging Technologies and eCommerce

Emerging technologies like blockchain for secure transactions, quantum computing for better demand forecasting, and advancements in drone deliveries can further bolster eCommerce. 

In Nigeria, blockchain is being explored to improve transparency in supply chains, while some platforms are adopting eco-friendly delivery methods to reduce their carbon footprint.

These innovations can simplify processes, reduce fraud, and improve overall shopping for users. Quantum computing could boost demand forecasting and inventory management by processing large amounts of data more efficiently. 

Companies globally are experimenting with blockchain to improve transparency in supply chains, ensuring customers are informed about product sourcing and delivery times.

Reducing Carbon Footprint 

With growing consumer awareness of environmental issues, platforms are under pressure to reduce their carbon footprint. Companies like Amazon are investing in electric delivery vehicles to lower emissions, and some Nigerian platforms are working with eco-friendly delivery startups to offset carbon emissions during peak shopping periods. 

According to a report by the Nigerian Business Council, eCommerce platforms are considering environmental impact when selecting logistics partners.

The holiday shopping season is a hot one for retailers, eCommerce platforms, and technology providers. With demand surges, the question about eCommerce platforms and supporting technologies meeting these expectations, or the system causing some limitations during the holiday rush could be tied to efficiency in every process involved. 

What do you think—are eCommerce platforms ready for the holidays, or do you foresee some hiccups this season?

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