New integration enables seamless purchase of digital gift cards alongside physical goods, connecting brands to shoppers in the flow of discovery commerce

Global branded payments leader Blackhawk Network (BHN) has introduced a new in-app digital gift card experience within TikTok Shop. TikTok users can purchase digital gift cards for leading brands without ever leaving the app. BHN also allows users to purchase digital gift cards alongside physical products in a unified shopping journey.

The launch creates a new distribution path for brands via one of the world’s most influential discovery platforms, allowing them to meet shoppers at the moment of discovery when interest and intent are highest. By embedding digital gift cards directly within TikTok Shop, BHN enables brands to extend their presence into a content-driven environment where shopping often begins.

"Gift cards give consumers a way to act on intent without committing to a specific product. On a platform like TikTok, where discovery drives purchasing, that's a powerful conversion tool,” said Brett Narlinger, chief revenue officer at BHN. “For brands, this opens a net-new acquisition channel, and with connections to 19,000+ brands, we're making it available at scale."

With social commerce revenues reaching $700 billion in 2024 and on track to surpass $1 trillion by 2028*, the launch also introduces new opportunities for brands to connect commerce with influencer content. Brands can link digital gift cards directly to products featured in TikTok content, while creators can participate in campaigns tied to seasonal moments and trends. For brands already investing in creator partnerships, gift cards offer a low-friction way to convert content engagement into transactions without requiring the audience to choose a specific product.

Adding in-app gift card purchasing extends that infrastructure into the commerce experience itself.

"We built this to feel native to TikTok, not bolted on,” said Nik Sathe, chief product and technology officer at BHN. “Seamless checkout, a unified cart across physical and digital products. The technical integration supporting this experience gives us a strong foundation to keep evolving it as the platform grows."

Brands interested in reaching TikTok Shop's audience through digital gift cards can visit BHN.com for more information.

*“Social commerce - statistics & facts” was published by Statista on May 12, 2025.

About Blackhawk Network (BHN)

Today, through BHN’s single global platform, businesses of all kinds can tap into the world’s largest network of branded payment solutions. BHN helps businesses grow revenue, increase loyalty, motivate and reward their teams, disburse funds and engage consumers. Branded payment solutions include the issuance and distribution of gift cards, eGifts, corporate payouts and rewards, along with the technology to deliver these products in seamless, integrated ways. BHN’s network spans the globe with more than 400,000 consumer touchpoints. Learn more at BHN.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260512821500/en/