Canonical URL: https://giftcard.news/industry-deals/gift-card-granny-launches-granny-exclusive-platform-to-help-merchants-ma-add28e3c8a00/ --- description: Granny Exclusive was designed to give retailers a direct role in how their cards appeared in the discount marketplace. title: Gift Card Granny launches merchant-managed listings platform in 2018 image: https://giftcard.news/images/social/v1/gift-card-granny-launches-merchant-managed-listings-platform-2018-2ae98e7e41b66b218c5405f22bce6d5a.jpg --- 1. [Home](https://giftcard.news/) 2. [Industry Deals](https://giftcard.news/industry-deals/) # Gift Card Granny launches merchant-managed listings platform in 2018 Granny Exclusive was designed to give retailers a direct role in how their cards appeared in the discount marketplace. By [Emma Carter](https://giftcard.news/author/emma-carter/) September 12, 2018 2 min read Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Findustry-deals%2Fgift-card-granny-launches-granny-exclusive-platform-to-help-merchants-ma-add28e3c8a00%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Gift%20Card%20Granny%20launches%20merchant-managed%20listings%20platform%20in%202018 "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Findustry-deals%2Fgift-card-granny-launches-granny-exclusive-platform-to-help-merchants-ma-add28e3c8a00%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Gift%20Card%20Granny%20launches%20merchant-managed%20listings%20platform%20in%202018%20https%3A%2F%2Fgiftcard.news%2Findustry-deals%2Fgift-card-granny-launches-granny-exclusive-platform-to-help-merchants-ma-add28e3c8a00%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Gift Card Granny wordmark](https://giftcard.news/images/variants/v1/gift-card-granny-launches-merchant-managed-listings-platform-2018-wordmark-w1200.webp) Gift Card Granny brand image. Photo: Gift Card Granny [Gift Card Granny](https://giftcard.news/company/gift-card-granny/) announced Granny Exclusive on September 12, 2018, introducing a platform through which merchants could manage their product listings. The company presented the launch as a way to build direct relationships between retailers and a marketplace serving value-conscious gift-card buyers. [\[S01\]](#article-source-1) At the time, the business said it was working with more than 100 merchant brands. That was a company-reported relationship count, not a disclosure of active listings, cards sold or completed transactions. The announcement did not publish programme revenue or transaction volume. [\[S01\]](#article-source-1) ## Why retailer involvement matters A merchant’s brand can appear in a gift-card marketplace through different routes. A card may have come from an individual who wants cash, or it may be supplied through a relationship with the retailer. Those routes raise different questions about sourcing, presentation and who stands behind an offer. Granny Exclusive’s stated purpose was to let merchants take a more direct role in that presentation. Gift Card Granny described collaboration over how a retailer’s card reached shoppers buying for their own use. It did not establish that every offer on the wider marketplace had moved to the same model. [\[S01\]](#article-source-1) ## The commercial proposition For a retailer, the potential attraction is access to customers actively seeking a discount. For the platform, a direct relationship can change how offers are assembled and maintained. Neither proposition proves incremental sales: measuring that would require evidence about who bought, how they redeemed and what they would otherwise have spent. The 2018 announcement is a historical distribution development, with the new merchant-management function distinguished from claims about market-wide impact. It records a channel for retailer participation, without implying a current launch or a verified elimination of fraud in secondary gift-card trading. ## Sources and documents ExpandCollapse * [\[S01\] Granny Exclusive launch, September 12, 2018](https://www.giftcardgranny.com/press/releases/retailers-gaining-control-in-secondary-gift-card-market/?utm%5Fsource=giftcard.news) — Gift Card Granny ## In this article ### Companies * [Gift Card Granny](https://giftcard.news/company/gift-card-granny/) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Findustry-deals%2Fgift-card-granny-launches-granny-exclusive-platform-to-help-merchants-ma-add28e3c8a00%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Gift%20Card%20Granny%20launches%20merchant-managed%20listings%20platform%20in%202018 "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Findustry-deals%2Fgift-card-granny-launches-granny-exclusive-platform-to-help-merchants-ma-add28e3c8a00%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Gift%20Card%20Granny%20launches%20merchant-managed%20listings%20platform%20in%202018%20https%3A%2F%2Fgiftcard.news%2Findustry-deals%2Fgift-card-granny-launches-granny-exclusive-platform-to-help-merchants-ma-add28e3c8a00%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Portrait of Emma Carter](https://giftcard.news/images/variants/v1/emma-carter-editorial-portrait-w320.webp) About the author ## [Emma Carter](https://giftcard.news/author/emma-carter/) Journalist — Retail & E-commerce Emma Carter covers retail, e-commerce and the gift card shopping experience 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 [Industry Deals](https://giftcard.news/industry-deals/) News ### [Bilt Acquires Livly Technology to Connect Residential Services and Rewards](https://giftcard.news/industry-deals/bilt-acquires-livly-technology-residential-services-rewards/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 15, 2026 2 min [Industry Deals](https://giftcard.news/industry-deals/) News ### [Tillo Acquires Amilon to Expand International Gift Card Distribution](https://giftcard.news/industry-deals/tillo-acquires-amilon-to-establish-transatlantic-leadership-in-rewards-i-e4490e17fbd5/) [Daniel Brooks](https://giftcard.news/author/daniel-brooks/) September 8, 2026 2 min [Industry Deals](https://giftcard.news/industry-deals/) News ### [Giftbit reports GiftCertificates.ca bulk gift card ordering closure 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