Todo InComm has reported contrasting gift-card redemption patterns across the Brazilian retail categories it serves. Its September 2 disclosure assigns 95% of beauty and cosmetics redemptions to physical stores, while 80% in its retail, e-commerce and home category occur on merchants’ websites. [S01]
The operator does not disclose the observation period, merchant sample or whether its percentages measure redemption counts or value. They describe its own ecosystem. [S01]
Separate sales and redemption channels
Todo supplies retailers with technology for issuing and redeeming gift cards in stores and online. Its current platform description includes checkout and e-commerce connections, corporate distribution, risk controls and reconciliation, allowing the purchase channel and spending channel to differ. [S02]
Two reported redemption patterns
Provider-reported percentages for separate categories and channels.
%
Tap or hover for details. All values are also available in the data table.
Source
Separate category bases, not a complete market split. Period, sample size and count-versus-value basis are undisclosed. These shares do not establish additional spending or store visits.
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| Category | Reported share |
|---|---|
| Beauty and cosmetics: physical stores | 95% |
| Retail, e-commerce and home: merchant website | 80% |
The two bars refer to different categories and different redemption channels. They cannot be added, read as a national online-versus-store split or used to infer missing channel shares. Todo also reports a separate fashion balance-use percentage and partner-channel sales figures, but those differently described measures are not combined with the redemption observations here. [S01]
Operationally, an online sale and an in-store redemption create separate tasks: distributing prepaid value, authorising its use and reconciling the remaining balance. A merchant needs both channels to recognise the same entitlement for the recipient to have a consistent experience. [S02]
The disclosure provides no buyer-level evidence linking acquisition and redemption, or demonstrating extra visits or purchases. [S01]
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Emma Carter
Emma Carter covers retail, e-commerce and the gift card shopping experience for Gift Card News.