GiftCard.Com

What GiftCard.Com does

Giftcards.com is a consumer-facing digital gift card marketplace operated by Blackhawk Network, Inc., a private prepaid and payments company headquartered in Pleasanton, California. The platform enables individuals and businesses to purchase physical gift cards (delivered by mail), eGift cards (delivered instantly via email or SMS), open-loop Visa and Mastercard gift cards usable anywhere those networks are accepted, and multi-brand gift cards redeemable at aggregated merchant partners. The catalog spans 450+ brands across restaurant, retail, travel, and entertainment verticals, with both closed-loop (single merchant) and open-loop (network-branded) products. Visa and Mastercard-branded cards are issued by Pathward, N.A. pursuant to network licenses held by Blackhawk Network.

The underlying technology is a self-serve e-commerce platform supporting instant digital fulfillment, physical card mailing, self-service order tracking, activation, and balance checks, plus personalization features that allow consumers to add custom photos and messages to open-loop cards. The product surface is complemented by a dedicated corporate sales channel (Giftcards.com for Business) for bulk employee rewards and customer appreciation programs, and an affiliate program that distributes gift cards through third-party publishers and promotional codes. The platform maintains an active presence across Facebook, Instagram, TikTok, and Pinterest, alongside email newsletters, a content blog, and earned-media coverage in major outlets including the New York Times, Consumer Reports, USA Today, Fox News, AARP, and Woman's World.

Revenue is generated primarily through transaction-fee economics — the spread between face value and the wholesale cost of gift cards procured from brand partners — with additional revenue from corporate bulk order programs and promotional upsells (e.g., daily deal discount codes). Pricing is unit-based with most cards starting at a $10 minimum and denominations varying by brand (e.g., Chipotle $10-$250, Airbnb $25-$500). Giftcards.com is held as a subsidiary within Blackhawk Network's broader portfolio of prepaid and gift card brands, and the operation is integrated into the parent's established distribution and merchant relationship infrastructure.

Name

GiftCard.Com

Legal name

Blackhawk Network, Inc.

Website

https://giftcard.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Giftcards.com is a digital and physical gift card marketplace operated by Blackhawk Network, offering 450+ branded gift cards plus custom Visa and Mastercard cards to individual consumers and corporate bulk purchasers in the United States.

Ownership category

akta.pro rank

Product category

Gift Card Marketplace

NAICS

Gift, Novelty, and Souvenir Retailers (45942), Office Supplies, Stationery, and Gift Retailers (4594)

akta.pro primary industry

Digital Goods & Gift Card Generalist Marketplaces (CRAFAAAJ)

akta.pro secondary industries

Multi-Merchant / Shopping Mall Gift Cards (FSAMANAC), Closed-Loop Gift Cards (Single-Merchant) (FSAMANAB), Corporate & Client Gifting Programs (HSACANAE)

Keywords

• Gift card marketplace
• Digital gift cards
• Prepaid gift cards
• Corporate gift solutions
• Open loop gift cards

Headquarters

HQ city

Pleasanton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Gift Card Sales Margin: Revenue earned from the spread between the face value of gift cards sold and the cost to procure them. Giftcards.com acts as an authorized retailer for brand gift cards, earning a margin on each transaction.
2. Business Solutions: Bulk corporate gift card purchases for employee rewards, customer appreciation, and incentive programs through the Giftcards.com for Business channel.
3. Promotional Upsells: Daily deal promotions and discount codes (e.g., 10% off Cracker Barrel Gift Cards with code DAILYDEAL) that drive incremental revenue through promotional pricing.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Giftcards.com is an online marketplace selling 450+ branded gift cards across physical (cards-by-mail), digital (eGift via email/SMS), and open-loop (Visa/Mastercard) formats for personal gifting and corporate rewards. The platform serves individual consumers for birthdays, holidays, and personal occasions, as well as businesses purchasing bulk gift cards for employee rewards, customer appreciation, and incentive programs through Giftcards.com for Business.

Product overview

Giftcards.com is a gift card marketplace platform operated by Blackhawk Network offering 450+ branded gift cards through a multi-format portfolio. The core product line consists of Physical Gift Cards (cards-by-mail delivery), eGift Cards (digital delivery via email/SMS), Open-Loop Visa and Mastercard Gift Cards (usable anywhere those networks are accepted, including personalized photo options), and Multi-Brand Gift Cards redeemable at multiple merchant partners. The platform is structured around two primary product categories: CLOSELOOP gift cards for individual merchants (restaurant, retail, travel, entertainment brands) and OPENLOOP cards on payment networks. A Business module provides corporate gifting and bulk purchase solutions through Giftcards.com for Business. The marketplace features products from major brands across dining (Chipotle, Texas Roadhouse, The Cheesecake Factory, Applebee's, Darden Restaurants, Taco Bell, Panera Bread, Starbucks), retail (Home Depot, Lowe's, Staples, Nordstrom, Saks Fifth Avenue, Sephora), travel (Airbnb, Disney), delivery services (DoorDash, Uber), and multi-brand options (One4all Ultimate, Darden Restaurants multi-restaurant card). The Visa and Mastercard open-loop products are issued by Pathward, N.A. pursuant to network licenses.

Differentiator

Problem solved

Functional benefit

Products and services

• Physical Gift Cards Tangible gift cards delivered by mail for 450+ retail and restaurant brands, usable at physical store locations. For individual consumers and corporate gifting buyers who prefer physical delivery.
• eGift Cards (Digital) Electronic gift cards delivered instantly via email or SMS, available immediately for digital use at participating merchants. For individual consumers needing last-minute gifting and corporate buyers sending digital rewards.
• Visa Gift Cards Open-loop gift cards usable anywhere Visa is accepted in the US, available in physical, virtual, and personalized formats with amounts from $10–$250. Includes Visa Virtual Gift Cards and Visa eGift Cards issued by Pathward, N.A. under Visa U.S.A. Inc. license.
• Mastercard Gift Cards Open-loop gift cards usable everywhere Debit Mastercard is accepted in the US, available in physical, virtual, and personalized formats. Includes Mastercard Virtual Gift Accounts and Mastercard Gift Cards issued by Pathward, N.A. under Mastercard International Incorporated license.
• Multi-Brand Gift Cards Gift cards redeemable at multiple brand partners including Darden Restaurants (Olive Garden, LongHorn, Cheddar's), One4all Ultimate (100+ stores), and Game & Grub Choice (Xbox, Buffalo Wild Wings, Grubhub, Domino's, GameStop). Allows recipients to choose among participating merchants.
• Giftcards.com for Business Corporate gifting solution enabling businesses to reward customers and employees with bulk gift card purchases, featuring branded rewards programs. Supports employee rewards, customer appreciation, incentive distribution, onboarding gifts, and holiday bonuses with multi-year contract billing.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• Blackhawk NetworkcoreChannel Partner/ Reseller/ DistributorBlackhawk Network is the parent company operating Giftcards.com. Blackhawk Network is a leading prepaid and payments network that curates and distributes the gift card offerings including One4all, Giving Good, Happy Gift Cards, Holiday Favorites, and Choice Gift Cards.
• Pathward, N.A.coreChannel Partner/ Reseller/ DistributorPathward, N.A., Member FDIC is the issuing bank for Giftcards.com branded gift cards including Visa and Mastercard gift cards. Provides the banking infrastructure and regulatory backing for the card programs.
• Visa U.S.A. Inc.coreChannel Partner/ Reseller/ DistributorLicensor for Giftcards.com branded Visa gift cards including Visa Virtual Gift Cards and Visa eGift Cards. Cards are issued by Pathward, N.A. pursuant to a license from Visa U.S.A. Inc.
• Mastercard International IncorporatedcoreChannel Partner/ Reseller/ DistributorLicensor for Giftcards.com branded Mastercard gift cards including Mastercard Virtual Gift Accounts and Mastercard Gift Cards. Cards are issued by Pathward, N.A. pursuant to a license from Mastercard International.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Raise: Raise operates a leading online gift card marketplace where consumers buy, sell, and trade discounted gift cards from hundreds of brands — directly comparable to Giftcards.com's multi-brand gift card aggregation and discount-driven GTM motion.
• CardCash: CardCash runs a gift card exchange and discount-purchase marketplace across hundreds of major brands, with similar category breadth and a discount-led value proposition to Giftcards.com.
• eGifter: eGifter is a digital gift card platform selling eGift cards from hundreds of brands plus corporate reward solutions — directly comparable to Giftcards.com's dual DTC + Business GTM motion across digital and physical fulfillment.
• Giftly: Giftly is a digital gifting platform that lets recipients choose among multiple brands — a direct functional analog to Giftcards.com's multi-brand and open-loop choice-driven offering.
• Gift Card Granny: Gift Card Granny is a gift card comparison and aggregator site offering discounted gift cards across many of the same brands as Giftcards.com, with a similar marketplace-routing and discount-driven consumer experience.

Emerging players

• Snappy: Snappy is a corporate gifting platform that lets recipients choose among curated branded gifts, including gift card options — emerging as a direct competitor to Giftcards.com for Business in the enterprise reward/incentive use case.
• Loop & Tie: Loop & Tie is a corporate gifting platform offering multi-brand choice-based gift collections, including gift cards. It targets the same enterprise HR and client-gifting budgets as Giftcards.com for Business.

Broad incumbents

• InComm: InComm is one of the largest prepaid and gift card distribution networks globally, offering content, activation, and processing services across physical and digital gift card channels — a broad incumbent comparable to Giftcards.com's parent Blackhawk Network.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/giftcardsdotcom
• Facebookfacebook.com/Giftcardscom
• Instagraminstagram.com/giftcardsdotcom
• TikToktiktok.com/@giftcardsdotcom
• Pinterestpinterest.com/giftcards_dot_com
• LinkedInlinkedin.com/company/giftcard-com

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GiftCard.Com