1 — Digital gift cards: the core of the market by 2026
“Digital will take the lead. We’re heading towards 80–90% in the next few years.”
Aria Ardalan (CEO)
The data is clear and irreversible:
• US: 40% digital
• UK: 52%
• UAE: 93%
• France: from 10% → 50% in just a few years
Physical cards won’t disappear (strong volumes in grocery retail), but they are becoming secondary.
Why is the e-gift card becoming indispensable?
Because it is the only format that enables:
• incentives
• cashback
• CRM activation
• employee rewards
• wallet integration
• B2B2C distribution
Without a digital card, a brand simply cannot access the channel that already represents two-thirds of the market.
2 — Mobile wallets: the new industry standard
“The wallet has become where the action happens.
Brands must activate this feature.” Aria Ardalan (CEO)
What the wallet brings:
• instant in-store use (tap-to-redeem)
• real-time balance visibility
• expiry reminders
• marketing notifications
• higher activation rates
• fewer lost or expired cards
Once a brand enables wallet integration, adoption is massive.
In 2026, not being in the wallet = loss of usage, ROI and customer satisfaction.
3 — Now the 3rd e-commerce payment method (FEVAD): a radical shift
“It’s no longer just a gift.
It has become a major payment method.” Aria Ardalan (CEO)
Why?
Because digitalisation unlocked:
• cashback
• referral programmes
• loyalty mechanics
• employee incentives
• B2B2C rewards
• promotions (self-use)
• omnichannel prepayment
The gift card has become hybrid: gift + payment + reward.
This hybrid nature explains its rise into the top 3 e-commerce payment methods.
4 — Self-use: the #1 growth driver in 2026
“Self-use = access to a discount.
It has become a purchasing-power tool.” Aria Ardalan (CEO)
Two main engines:
1) B2B/B2B2C
Gift cards are often discounted → heavy self-use.
2) Brand-run campaigns
• Decathlon: double points converted into gift cards
• Fnac: Jackpot (€50 → €40)
• Darty: €20 offered every €200 spent
• E.Leclerc: regular gift-card competitions
Consumers are learning to use gift cards as a promotional tool, not just a gift.
5 — Why every brand must actively animate its programme
“The gift card must be part of every key moment.
It is a transversal lever.” Aria Ardalan (CEO)
Too many teams still work in silos.
The gift card must be seen as:
• a CRM tool
• a loyalty tool
• a traffic lever
• a promotional lever
• a reactivation mechanism
Not just as a Christmas product.
6 — Branded currency: still rare, but the future is already clear
“90% of brands aren’t there yet…
but it’s the natural direction.” Aria Ardalan (CEO)
Advanced brands are already unifying:
• gift cards
• loyalty points
• cashback
• internal credits
The result: a true brand currency, used to:
• pay
• accumulate
• convert
• re-engage
Starbucks and Decathlon are already showing the way.
7 — AI & gift cards: not mature yet, but strategically critical
“AI is not mature at all today.
But the potential is huge: fraud, personalisation, CRM.” Aria Ardalan (CEO)
Three structural axes for the mid-term:
-
Fraud detection (sector’s #1 issue)
-
Visual and message personalisation
-
Data-driven optimisation & ROI management
This won’t be the revolution of 2026…
but it will be the revolution of 2027–2028.
8 — B2B Direct & B2B2C: evolution, not decline
“Direct B2B is decreasing, but still essential for specific use cases.
B2B2C has won the volume battle.” Aria Ardalan (CEO)
B2B Direct (bulk gift card purchases directly from the brand) is key for:
• large corporates (major employee benefit, hospitality…)
• high budgets
• bespoke needs
B2B2C = volume + reach + simplicity
Partner platforms dominate two-thirds of the market because they offer:
• centralisation
• broad catalogues
• seamless UX
• economic advantages (discounts, co-funding)
A high-performing programme in 2026 combines both channels.
9 — Employee benefit platforms: saturation → activation becomes critical
“Employee benefit and incentive platforms are becoming real marketplaces.
To stand out, you must invest.” Aria Ardalan (CEO)
Market consolidation leads to:
• deeper catalogues
• stronger competition
• pay-to-play dynamics (sponsored visibility)
How to stand out?
• premium visuals and product pages
• seasonal campaigns
• continuous optimisation
• performance data exploitation
Without ongoing marketing activation, it is increasingly difficult to perform.
