Runa has introduced Runa Shop, a rebuilt gift card commerce platform that businesses can configure without coding. The June 16, 2025 announcement positions it for loyalty programs, employee benefits, cashback services and retailers selling their own gift cards.

The company said the product replaces the constraints of its earlier marketplace offering, where customers depended on Runa to update storefronts. Runa Shop gives customers control over elements including colors, banners, fonts and promotional content through a no-code interface.

The storefront is designed for mobile and desktop purchasing. Runa says customers can launch a branded marketplace in as little as 24 hours and access more than 5,000 gift card options from global brands. That launch timing is the company's stated product proposition.

Runa acts as merchant of record and says it handles payment processing, tax, compliance, risk and liability within the offering. It also provides end-user support around the clock, reducing the support work that a customer would otherwise need to operate alongside its storefront.

For loyalty programs, members can exchange points for gift cards. For employee benefits, organizations can make discounted gift cards available to staff. Other configurations display discounts or cashback to shoppers, or provide a retailer with a storefront for its own branded cards.

The announcement also describes targeted promotions, in-cart product suggestions and personalized designs for occasions such as birthdays and holidays. These tools let businesses adapt the store to different campaigns without commissioning each change from a development team.

Runa identified predictive features, additional personalization and richer performance tools as future areas of development. Those were presented as the next stage of the product's roadmap, alongside the storefront customization and operating services available at launch.