GiftCard.Com
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.
- Company typePrivate
- Founded-
- HeadquartersPleasanton, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
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.
GiftCard.Com firmographics
Firmographics- 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
GiftCard.Com industry classification
Industry- 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
Where GiftCard.Com is headquartered
LocationHeadquarters
- HQ city
- Pleasanton
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
GiftCard.Com business model
Business model- 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
- 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.
- Business Solutions: Bulk corporate gift card purchases for employee rewards, customer appreciation, and incentive programs through the Giftcards.com for Business channel.
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Gift Card Pricing |
| Unit Pricing | Pay-as-you-go | Promotional/Daily Deal Pricing |
| Transaction based/ take rate | Multi-year contract | Business Bulk Orders |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
GiftCard.Com product offering
Product offeringCore 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.
Companies that use GiftCard.Com
Customer profileSegments2 records
Ideal customer profiles2 records
GiftCard.Com technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
GiftCard.Com partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Blackhawk NetworkcoreBlackhawk 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.corePathward, 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.coreLicensor 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 IncorporatedcoreLicensor 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
GiftCard.Com competitors and assessment
Company assessmentDirect 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
GiftCard.Com social profiles
Digital presenceGiftCard.Com compliance and trust
Trust signalCompliance2 records
GiftCard.Com financial estimates
Financial estimateRevenue estimate
Valuation estimate
GiftCard.Com leadership team
Management profileNumber of profiles
GiftCard.Com funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GiftCard.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 GiftCard.Com
What does GiftCard.Com do?
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.
Is GiftCard.Com a public or private company?
GiftCard.Com is a private company. It is classified as corporate owned and is currently operating.
When was GiftCard.Com founded?
GiftCard.Com was founded in -1. It employs 11 to 50 people.
Where is GiftCard.Com based?
GiftCard.Com is headquartered in Pleasanton, United States, in the North America region.
How does GiftCard.Com make money?
Three revenue lines are on record. Gift Card Sales Margin is the primary driver. The others are business Solutions and promotional Upsells.
Who are GiftCard.Com's main competitors?
Direct peers on record are Raise, CardCash, eGifter, Giftly and Gift Card Granny. Emerging players are Snappy and Loop & Tie. InComm is listed as a broad incumbent.
Does GiftCard.Com have an API?
No public API is recorded for GiftCard.Com.
What industry is GiftCard.Com in?
GiftCard.Com's product category is Gift Card Marketplace. Its primary akta.pro industry code is CRAFAAAJ, Digital Goods & Gift Card Generalist Marketplaces, with a secondary code of FSAMANAC, Multi-Merchant / Shopping Mall Gift Cards. Its NAICS code is 45942.