At Atwix, we work closely with eCommerce merchants to build and optimize their Adobe Commerce storefronts, and one of the most consistently underutilized revenue opportunities we see is the gift card experience. Merchants invest significant energy in product pages, checkout flows, and loyalty programs, yet the gift card program is often treated as a basic SKU rather than a strategic asset.
To understand how the best in the business think about online gifting, we sat down with Vanessa Beltran, Senior Director of E-Commerce at Giftcards.com. Giftcards.com is America’s highest-rated online gift card destination, with over 45,000 verified customer reviews and more than $2 billion in gift card sales. The company has been the trusted source for personalized gift cards online for nearly three decades, making Vanessa one of the most informed voices in the industry on what actually drives gifting behavior online.
In this interview, Vanessa shares what eCommerce merchants often get wrong about gift cards, and what separates a forgettable gifting experience from one that builds lasting customer loyalty.
Q: What’s the biggest misconception eCommerce merchants have about their gift card programs?
Vanessa: That the product sells itself. Merchants assume that because gift cards are popular, they don’t need to invest in the experience around them. But the gift card buying journey is emotionally driven; people are trying to make someone feel special. If your platform makes that feel generic or clunky, you’ve already lost them. The mechanics of the transaction are the easy part. The experience is where you win or lose the customer.
Q: What does a high-performing gift card experience actually look like on an eCommerce platform?
Vanessa: It starts with personalization that feels effortless. The ability to add a photo, write a message, choose a design; these aren’t bells and whistles, they’re the product. Beyond that, delivery options matter enormously. Instant eGift delivery versus a beautifully packaged physical card means shoppers want to choose based on the occasion, and the platform needs to support both seamlessly. And then there’s redemption. If the recipient has a frustrating experience using the card, that reflects on the brand, not just the gift.
Q: How should merchants on platforms like Adobe Commerce think about integrating gift cards into their broader commerce strategy?
Vanessa: Gift cards should be integrated into everything: loyalty programs, promotional calendars, email flows and even the checkout experience itself. The merchants who treat gift cards as a standalone product miss the compounding value. A gift card doesn’t just drive a single sale; it introduces a new customer to your brand, creates an incentive to overspend, and gives the recipient a reason to return. When it’s integrated properly into the commerce architecture, it functions more like a customer acquisition channel than a product.
Q: There are misconceptions online about whether purchasing gift cards from a third-party platform is safe and legitimate. How do you address that?
Vanessa: It’s a fair question, and one we take seriously. Gift cards function like cash, so the security around buying them has to be exceptional. Before buying from any third-party platform, there are a few things every shopper should look for, such as how long the company has been in business, whether it has a substantial base of verified customer reviews, and whether it partners directly with the brands it carries. Those signals are what separate an established, trustworthy destination from a risky one.
At Giftcards.com, that’s exactly what we’ve built. We’ve processed more than $2 billion in sales over nearly three decades, backed by more than 45,000 verified customer reviews, because shoppers trust the security and protections we put behind every purchase. That track record is the real answer to whether a third-party platform can be safe. Ours has earned it, one transaction at a time.
Q: What’s the opportunity that most eCommerce merchants are still leaving on the table with gift cards?
Vanessa: Visibility. Most merchants bury their gift card option in a footer or a secondary navigation menu. If it’s not prominent during peak gifting seasons, and honestly, year-round, you’re leaving easy revenue behind. Shoppers who want to give a gift card are already motivated buyers. They just need to find you. Merchants who merchandise gift cards with the same intentionality as their best-selling products see the results immediately.
Giftcards.com is America’s highest-rated online gift card destination, offering personalized gift cards, eGift cards, and physical gift cards from hundreds of top brands. Learn more at Giftcards.com.