Runa is encouraging merchants to build gift card distribution around recurring business uses, rather than relying only on consumer storefronts. Its July 10, 2025 commentary identifies employee recognition, loyalty rewards and research incentives as channels where businesses repeatedly purchase gift cards.

The company also discusses sales incentives, gig-platform payouts, gaming rewards and customer goodwill gestures. It argues that access to those channels depends on both a suitable commercial offer and the infrastructure to support frequent orders.

The obstacles it identifies include limited availability on B2B platforms, manual onboarding and operations, and insufficient exposure to international buyers. Runa presents a single integration with its network as a way to manage those relationships.

At the time of the article, the company described localized delivery and currency conversion across more than 190 countries, alongside round-the-clock customer support. It also quoted a 99.4% 30-day redemption figure without specifying the underlying measurement period or sample.

The article is a merchant distribution proposal. Its focus is getting existing gift card programs into additional business channels, rather than announcing a new retailer agreement.