Venmo has added digital gift cards to its app through InComm InCentives. The feature allows eligible customers to send and receive cards for participating brands, including Amazon and Starbucks, within the same service they use for person-to-person payments.

Received gift cards are stored in the recipient’s in-app wallet for later redemption. Senders can accompany a card with a short animation selected for an occasion such as a birthday, wedding, graduation or holiday.

InComm said its gift card ordering technology and product catalog power the offering. Its InCentives business supplies reward and recognition products used by consumer brands and employers, and the Venmo integration extends that infrastructure into social payments.

Brian Parlotto, executive vice president at InComm Payments, said the company’s annual holiday research had repeatedly put gift cards among shoppers’ anticipated purchases. He described the Venmo launch as a way to incorporate those gifts into an app customers already use to exchange money with friends and relatives.