GiftCards.com
GiftCards.com is an online gift card marketplace operated by Blackhawk Network, offering physical, digital, and custom Visa/Mastercard and merchant gift cards from 450+ brands to U.S. individual consumers and corporate bulk-buyers for personal gifting, employee rewards, and recognition programs.
- Company typePrivate
- Founded2002
- HeadquartersPittsburgh, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What GiftCards.com does
GiftCards.com is an online gift card marketplace founded in 2002 and operated by Blackhawk Network, Inc., a privately held prepaid-card services company headquartered at 6220 Stoneridge Mall Road in Pleasanton, California. The platform aggregates gift cards from more than 450 brands across restaurants, retail, travel, entertainment, and home improvement, offering physical, virtual (eGift), and digital formats. Core product lines include open-loop Visa and Mastercard prepaid gift cards issued through Pathward, N.A. under FDIC membership; closed-loop merchant gift cards; multi-brand cards such as One4all Ultimate and One4all Game & Grub; and a proprietary Giftcards.com-branded card redeemable across 350+ brands without fees or expiration. The platform also supports personalized/custom Visa and Mastercard cards with photo and embossed-message capabilities.
The business operates two distinct go-to-market motions: a self-serve direct-to-consumer e-commerce flow for individual gifting occasions, and a sales-led Giftcards.com for Business channel for corporate bulk orders tied to employee rewards, recognition, and branded initiatives, with larger enterprise orders redirected to the Tango Card platform. Distribution channels include the company website, a dedicated business portal, a Rakuten-managed affiliate program, and an active social presence across Facebook, Instagram, TikTok, and Pinterest. The platform supports instant digital delivery via email and SMS for eGifts, with physical cards shipped through standard carriers, and accepts payment via major cards plus PayPal, Google Pay, Apple Pay, and ZIP (Affirm).
Revenue is generated primarily through transaction fees and commissions on gift card sales across both closed-loop and open-loop products, supplemented by $4.95 monthly inactivity fees on virtual accounts dormant for more than 12 consecutive months. The Giftcards.com Rewards loyalty program and the Visa Five Back cashback program (up to 5% at participating merchants) are designed to drive repeat transactions. The company is a privately held U.S.-domiciled subsidiary of Blackhawk Network, Inc., with operations confined to the United States and select U.S. territories; international orders are not accepted. No public revenue, headcount, funding, or M&A activity is disclosed in the available source material.
GiftCards.com firmographics
Firmographics- Name
- GiftCards.com
- Legal name
- Blackhawk Network, Inc.
- Website
- https://giftcards.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- GiftCards.com is an online gift card marketplace operated by Blackhawk Network, offering physical, digital, and custom Visa/Mastercard and merchant gift cards from 450+ brands to U.S. individual consumers and corporate bulk-buyers for personal gifting, employee rewards, and recognition programs.
- Ownership category
- akta.pro rank
GiftCards.com industry classification
Industry- Product category
- Online Gift Card Marketplace
- NAICS
- Gift, Novelty, and Souvenir Retailers (459420), Gift, Novelty, and Souvenir Retailers (45942)
- akta.pro primary industry
- Digital Goods & Gift Card Generalist Marketplaces (CRAFAAAJ)
- akta.pro secondary industries
- Closed-Loop Gift Cards (Single-Merchant) (FSAMANAB), Multi-Merchant / Shopping Mall Gift Cards (FSAMANAC), Rewards Marketplace & Redemption Platforms (Merchandise, Gift Cards, Experiences) (THALAKAC)
Keywords
Where GiftCards.com is headquartered
LocationHeadquarters
- HQ city
- Pittsburgh
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
GiftCards.com business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Marketing or Sales, Technology or R&D, Personnel, Supply Chain
Revenue model
- Gift Card Sales Commission: GiftCards.com earns revenue through transaction fees and commissions on gift card sales, including both closed-loop merchant gift cards and open-loop Visa/Mastercard products sold to consumers and businesses.
- Inactivity Fees: Virtual Accounts that are inactive for more than 12 consecutive months are charged a $4.95 per month inactivity fee, generating revenue from dormant cards.
- Rewards Program: Giftcards.com Rewards Program allows customers to earn points on select gift card purchases, which can be redeemed for future purchases, creating customer loyalty and repeat transactions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Visa and Mastercard Gift Cards |
| Unit Pricing | Pay-as-you-go | Merchant eGift Cards |
| Unit Pricing | Pay-as-you-go | Purchase Limits |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels9 records
GiftCards.com product offering
Product offeringCore offering
GiftCards.com is an online gift card marketplace operated by Blackhawk Network, offering physical, virtual, and eGift cards from over 450 brands. The platform provides open-loop Visa and Mastercard gift cards, closed-loop merchant-specific gift cards, a proprietary multi-brand Giftcards.com Gift Card redeemable across 350+ partner merchants, and a dedicated Giftcards.com for Business portal for corporate bulk orders including employee rewards and recognition programs.
Product overview
Giftcards.com is an online gift card marketplace operated by Blackhawk Network, offering physical, virtual (eGift), and digital gift cards from over 450 brands. The platform provides its own branded Giftcards.com Gift Card redeemable across 350+ brands, open-loop Visa and Mastercard gift cards usable anywhere those networks are accepted, and closed-loop merchant-specific gift cards for major restaurants, retailers, and entertainment brands. Additional offerings include personalized/custom gift cards with photos and messages, a business rewards program (Giftcards.com for Business), a consumer rewards program (Giftcards.com Rewards), and the Visa Five Back cashback program. Cards are available in both digital formats (email/SMS delivery) and physical formats (mail delivery).
Differentiator
Problem solved
Functional benefit
Brands
- Giftcards.com for Business: Business gift card solutions for employee rewards and customer appreciation programs.
- Giftcards.com Rewards
Products and services
- Visa Gift Cards
Companies that use GiftCards.com
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
GiftCards.com technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature3 records
GiftCards.com partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Visa U.S.A. Inc.coreVisa licenses the Visa brand for use on Giftcards.com Visa Gift Cards, Virtual Gift Cards, and eGift Cards. Cards can be used everywhere Visa debit cards are accepted in the US.
- Mastercard International IncorporatedcoreMastercard licenses the Mastercard brand for Giftcards.com Mastercard Gift Cards and Mastercard Gift Virtual Accounts, enabling usage at merchants accepting Debit Mastercard in the US.
- Blackhawk Network California, Inc.coreBlackhawk Network California, Inc. distributes and services the One4all Gift Cards, Giving Good Gift Cards, Happy Gift Cards, Holiday Favorites Gift Cards, Choice Gift Cards, and the Giftcards.com Gift Card. Blackhawk Network is the parent company operating Giftcards.com.
- 450+ Brand MerchantscorePartnership with over 450 brands including Chipotle, DoorDash, Starbucks, Sephora, Home Depot, Lowe's, Nordstrom, Disney, Airbnb, Taco Bell, The Cheesecake Factory, Texas Roadhouse, and many more. These merchants provide closed-loop gift cards that can be purchased through Giftcards.com.
- Rakuten (Affiliate Marketing)minorGiftcards.com participates in the Rakuten Affiliate Marketing program, managed through Linkshare, allowing affiliate publishers to earn commissions on qualified sales they refer to Giftcards.com.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
GiftCards.com competitors and assessment
Company assessmentBroad incumbents
- Amazon Gift Cards: Amazon sells its own gift cards natively within Amazon's shopping app and checkout flow at unmatched scale; it is a broad incumbent that absorbs gifting intent that might otherwise route through third-party marketplaces like Giftcards.com.
- Blackhawk Network: Blackhawk Network is Giftcards.com's parent company and the broader prepaid/gift card distribution platform serving retailers and partners; as the corporate parent and ecosystem operator, it is the most relevant incumbent comparator for platform capabilities and reach.
- Walmart Gift Cards: Walmart sells physical and digital gift cards across its omnichannel retail footprint, competing with Giftcards.com for general-purpose open-loop and closed-loop card sales at massive retail scale.
- Target Gift Cards: Target offers gift cards through its own e-commerce and in-store channels, representing a large incumbent that captures gifting demand directly without going through a marketplace intermediary.
Emerging players
- PayPal Gifts: PayPal Gifts enables users to send digital gift cards funded by PayPal balances at checkout, overlapping with Giftcards.com's digital delivery and personalized card experiences inside a broader payments wallet.
Direct peers
- Raise: Raise is a gift card marketplace focused on buying, selling, and trading discounted gift cards; it is also part of the Blackhawk Network family of brands, making it a closely comparable marketplace peer to Giftcards.com for both consumer and reseller inventory dynamics.
- CardCash: CardCash operates a gift card resale marketplace where consumers can buy discounted gift cards or trade in unwanted balances, directly competing with Giftcards.com's closed-loop merchant gift card value proposition.
- Gift Card Granny: Gift Card Granny is a gift card comparison and aggregator site that surfaces discounted gift cards from multiple resellers, competing for the same consumer search intent that drives Giftcards.com's direct purchase traffic.
- Tango Card: Tango Card is a B2B rewards and incentives platform offering bulk digital gift card delivery to enterprises; it is also part of Blackhawk Network, making it the most direct comparable to Giftcards.com's corporate rewards motion.
- eGifter: eGifter runs a digital gift card marketplace with mobile apps and group gifting features, competing with Giftcards.com for consumer digital gift card purchases and offering overlapping merchant catalog.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
GiftCards.com social profiles
Digital presenceGiftCards.com compliance and trust
Trust signalCompliance2 records
GiftCards.com financial estimates
Financial estimateRevenue estimate
Valuation estimate
GiftCards.com leadership team
Management profileNumber of profiles
GiftCards.com funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GiftCards.com M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GiftCards.com
What does GiftCards.com do?
GiftCards.com is an online gift card marketplace operated by Blackhawk Network, offering physical, virtual, and eGift cards from over 450 brands. The platform provides open-loop Visa and Mastercard gift cards, closed-loop merchant-specific gift cards, a proprietary multi-brand Giftcards.com Gift Card redeemable across 350+ partner merchants, and a dedicated Giftcards.com for Business portal for corporate bulk orders including employee rewards and recognition programs.
Is GiftCards.com a public or private company?
GiftCards.com is a private company. It is classified as corporate owned and is currently operating.
When was GiftCards.com founded?
GiftCards.com was founded in 2002. It employs 51 to 100 people.
Where is GiftCards.com based?
GiftCards.com is headquartered in Pittsburgh, United States, in the North America region.
How does GiftCards.com make money?
Three revenue lines are on record. Gift Card Sales Commission is the primary driver. The others are inactivity Fees and rewards Program.
Who are GiftCards.com's main competitors?
Broad incumbents on record are Amazon Gift Cards, Blackhawk Network, Walmart Gift Cards and Target Gift Cards. PayPal Gifts is listed as an emerging player. Direct peers are Raise, CardCash, Gift Card Granny, Tango Card and eGifter.
Does GiftCards.com have an API?
No public API is recorded for GiftCards.com.
What industry is GiftCards.com in?
GiftCards.com's product category is Online Gift Card Marketplace. Its primary akta.pro industry code is CRAFAAAJ, Digital Goods & Gift Card Generalist Marketplaces, with a secondary code of FSAMANAB, Closed-Loop Gift Cards (Single-Merchant). Its NAICS code is 459420.