InComm Payments has launched The Gift Card Shop, an online marketplace where consumers can buy cards from more than 100 brands and send them directly to recipients by email. The service opens with digital gift cards, while physical-card delivery is planned by the end of 2021.

The range includes Visa, Mastercard and American Express products as well as retailer, restaurant, entertainment, travel and multi-store cards. Brands named at launch include Darden Restaurants, Delta, GameStop, Lowe’s, Macy’s and PlayStation Store.

Available amounts run from $5 to $500, depending on the brand. Buyers can choose occasion-specific artwork and add a personal message, bringing product selection and digital fulfillment together in one shopping process.

InComm said the American Express, Visa and Mastercard gift cards could be added to supported mobile wallets, including Apple Pay, Google Pay and Samsung Pay. The company described wallet tokenization and payment authentication as part of the digital redemption experience.

The launch followed InComm’s 2020 gift card research, in which 44% of gift card shoppers said their interest in giving or receiving digital cards had increased. The company also reported growth in online purchasing channels during that research period, positioning the new marketplace around those changes in consumer behavior.