Canonical URL: https://giftcard.news/gift-cards/runa-discusses-growing-b2b-gift-card-market-opportunity-29c6de3a6b22/ --- description: Runa identifies HR, loyalty, research and gig-platform distribution as opportunities beyond consumer gift card sales. title: Runa Urges Merchants to Expand Gift Cards Into Recurring B2B Programs image: https://giftcard.news/images/social/v1/runa-urges-merchants-expand-gift-cards-into-recurring-b2b-programs-261df03ee7bb0ba862916b86be9dea88.jpg --- 1. [Home](https://giftcard.news/) 2. [Gift Cards](https://giftcard.news/gift-cards/) # Runa Urges Merchants to Expand Gift Cards Into Recurring B2B Programs Runa identifies HR, loyalty, research and gig-platform distribution as opportunities beyond consumer gift card sales. By [Oliver Reed](https://giftcard.news/author/oliver-reed/) July 10, 2025 1 min read Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fgift-cards%2Fruna-discusses-growing-b2b-gift-card-market-opportunity-29c6de3a6b22%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Runa%20Urges%20Merchants%20to%20Expand%20Gift%20Cards%20Into%20Recurring%20B2B%20Programs "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fgift-cards%2Fruna-discusses-growing-b2b-gift-card-market-opportunity-29c6de3a6b22%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Runa%20Urges%20Merchants%20to%20Expand%20Gift%20Cards%20Into%20Recurring%20B2B%20Programs%20https%3A%2F%2Fgiftcard.news%2Fgift-cards%2Fruna-discusses-growing-b2b-gift-card-market-opportunity-29c6de3a6b22%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Your gift card’s next big move? Tapping into a $300B+ B2B market](https://giftcard.news/images/variants/v1/runa-urges-merchants-expand-gift-cards-into-recurring-b2b-programs-your-card-w1280.webp) Photo: Source: runa.io [Runa](https://giftcard.news/company/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. ## Sources and documents ExpandCollapse * [Your gift card’s next big move? Tapping into a $300B+ B2B market](https://runa.io/blog/b2b-programs-for-merchants?utm%5Fsource=giftcard.news) — runa.io ## In this article ### Companies * [Runa](https://giftcard.news/company/runa/) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fgift-cards%2Fruna-discusses-growing-b2b-gift-card-market-opportunity-29c6de3a6b22%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Runa%20Urges%20Merchants%20to%20Expand%20Gift%20Cards%20Into%20Recurring%20B2B%20Programs "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fgift-cards%2Fruna-discusses-growing-b2b-gift-card-market-opportunity-29c6de3a6b22%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Runa%20Urges%20Merchants%20to%20Expand%20Gift%20Cards%20Into%20Recurring%20B2B%20Programs%20https%3A%2F%2Fgiftcard.news%2Fgift-cards%2Fruna-discusses-growing-b2b-gift-card-market-opportunity-29c6de3a6b22%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Portrait of Oliver Reed](https://giftcard.news/images/variants/v1/oliver-reed-editorial-portrait-w320.webp) About the author ## [Oliver Reed](https://giftcard.news/author/oliver-reed/) Journalist — Industry Deals & Research Oliver Reed covers industry acquisitions, investment and market research for Gift Card News. From reading to building ## Your next move in gift cards. Tell us what you’re building. We’ll help you explore suitable providers. [Find a provider ](https://giftcard.news/find-a-provider/) ## Related articles [Gift Cards](https://giftcard.news/gift-cards/) News ### [FareHarbor connects Factor4 gift cards to its online booking checkout](https://giftcard.news/gift-cards/fareharbor-factor4-gift-cards-online-booking-checkout/) [Suzie Elis](https://giftcard.news/author/suzie-elis/) September 17, 2026 2 min [Gift Cards](https://giftcard.news/gift-cards/) News ### [Tillo Powers Military Connect’s Discounted Digital Gift Card Programme](https://giftcard.news/gift-cards/tillo-military-connect-discounted-digital-gift-cards/) [Suzie Elis](https://giftcard.news/author/suzie-elis/) September 15, 2026 2 min [Gift Cards](https://giftcard.news/gift-cards/) News ### [Kohl’s expands Babies R Us shops and adds lower-priced baby gifts](https://giftcard.news/gift-cards/kohl-s-expands-babies-r-us-shops-and-adds-lower-priced-baby-gifts-8327d70bb56c/) [Emma Carter](https://giftcard.news/author/emma-carter/) September 14, 2026 2 min 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