Canonical URL: https://giftcard.news/research-trends/europes-digital-gift-card-divide/ --- description: Compare digital gift cards across Europe: providers, currencies, expiry rules, small balances and fees, with interactive charts, country tables and source data. title: Europe’s Digital Gift Card Divide image: https://giftcard.news/images/social/v1/europe-s-digital-gift-card-divide-4b8435abab72d4c1ecef083e9c56475b.jpg --- 1. [Home](https://giftcard.news/) 2. [Research & Trends](https://giftcard.news/research-trends/) 3. Europe’s Digital Gift Card Divide European digital gifting [Research & Trends](https://giftcard.news/research-trends/) Analysis # Europe’s Digital Gift Card Divide The same promise arrives in every inbox: money to spend. Across Europe, the currency, checkout experience and right to recover what remains can be very different. By [Oliver Reed](https://giftcard.news/author/oliver-reed/) Published: September 16, 2026 at 09:32 PM 28 min read Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Feuropes-digital-gift-card-divide%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Europe%E2%80%99s%20Digital%20Gift%20Card%20Divide "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Feuropes-digital-gift-card-divide%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Europe%E2%80%99s%20Digital%20Gift%20Card%20Divide%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Feuropes-digital-gift-card-divide%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Conceptual paper-cut illustration of Europe assembled from textured gift-card tiles, crossed by a copper-red ribbon interrupted at gaps between them.](https://giftcard.news/images/variants/v1/europe-s-digital-gift-card-divide-w1280.webp) One digital promise, different local rules. Conceptual editorial illustration; the card arrangement is not a map of legal jurisdictions or measured market data. **In this report** 1. [The geography behind a European gift](#article-section-the-geography-behind-a-european-gift) 2. [What the country data can tell us](#article-section-what-the-country-data-can-tell-us) 3. [What people are trying to do with a virtual gift](#article-section-what-people-are-trying-to-do-with-a-virtual-gift) 4. [Country comparison: expiry and the money left behind](#article-section-country-comparison-expiry-and-the-money-left-behind) 5. [The providers and the programmes behind their brands](#article-section-the-providers-and-the-programmes-behind-their-brands) 2 figures * [F01\. Europe’s online-shopping environment is uneven](#article-figure-f01) * [F02\. Gift-card buying plans varied across six European markets in 2022](#article-figure-f02) 4 tables * [T01\. Four products that can arrive in an inbox](#article-table-t01) * [T02\. The recipient journey, from message to remaining value](#article-table-t02) * [T03\. Validity and recovery rules in ten jurisdictions](#article-table-t03) * [T04\. Selected providers and their roles](#article-table-t04) On 6 July 2026, Ireland’s consumer regulator announced a second chance to spend an expired gift. Following an intervention by the [Competition and Consumer Protection Commission](https://giftcard.news/organization/competition-and-consumer-protection-commission/), [JD Sports](https://giftcard.news/company/jd-sports/) agreed to reissue 5,604 online gift cards whose cancelled balances were €10 or more. The retailer calculated their expired value at €246,859\. The affected cards had incorrectly received a one-year expiry and were bought from late 2019 to late 2025; December 2025 purchases were unaffected. [JD Sports](https://giftcard.news/company/jd-sports/) has until 4 January 2027 to contact affected consumers and reissue their cards. [\[S01\]](#article-source-1). The case captures a central tension in European digital gifting. An email can cross a border in seconds. The rights attached to the value inside it do not become uniform simply because delivery is digital. A recipient might receive a retailer code, a link that must be exchanged for another voucher, a balance inside an employee-benefits app, or a virtual [Visa](https://giftcard.news/company/visa/) or [Mastercard](https://giftcard.news/company/mastercard/). Each can be described as a gift card. Each can display €50\. But the recipient may be dealing with a different debtor, acceptance network, expiry rule and route to the remaining money. That difference matters before a purchase, when an unfamiliar activation screen asks for personal information, and after a purchase, when €2.37 remains and the recipient wants to know whether it is usable. Europe is therefore best understood as a collection of connected digital-gifting markets. Local retailer relationships matter. So do currencies, employer-benefit systems, issuing institutions and the practical design of online checkout. The companies that connect these layers occupy very different positions, even when their homepages promise similar convenience. This article concentrates on digitally delivered gift value and virtual payment credentials. It compares selected European markets, including the United Kingdom, Norway and Switzerland, alongside [EU](https://giftcard.news/organization/european-union/) countries. Where broader gift-card surveys provide useful context, their scope is identified explicitly. **Four distinctions that shape a digital gift** **Delivery and redemption are different events.** An email can arrive anywhere; the product inside it may work only with certain retailers or local checkouts. **The displayed currency may not be the underlying currency.** A local-currency equivalent does not turn a dollar-denominated reward into a euro card. **The right to remaining value depends on the product.** An ordinary voucher, an employer allocation and electronic money can create different claims. **A small balance needs a usable next step.** Partial payment, conversion, expiry and support determine whether the last few euros can actually be spent. ## The geography behind a European gift Three maps overlap. The [EU](https://giftcard.news/organization/european-union/) has 27 members. The European Economic Area comprises those members plus Norway, Iceland and Liechtenstein. Switzerland is outside the EEA; the UK also requires separate treatment. EEA incorporation and national implementation matter when applying European rules beyond the [EU](https://giftcard.news/organization/european-union/), and the EEA agreement does not harmonise indirect taxation. [\[S02\]](#article-source-2). The euro area is another map: 21 countries following Bulgaria’s adoption of the euro on 1 January 2026\. A euro balance still does not establish that a gift is redeemable throughout that area. [\[S03\]](#article-source-3). For someone sending a reward from London to Paris, or from Berlin to Zurich, the useful questions are concrete: which product is being delivered, who can activate it, which currency it holds, and which online merchants will accept it? ### T01\. Four products that can arrive in an inbox Scroll left or right to see all columns __T01\. Four products that can arrive in an inbox__ | What arrives digitally | What the recipient actually receives | The next step before spending | | ---------------------------- | -------------------------------------------------------------------------- | ------------------------------------------------------------- | | A retailer e-gift card | Value redeemable under that retailer’s programme | Use the correct local website or app and its gift-card field | | A choice gift or reward link | A right to select from an available catalogue | Exchange it for a particular retailer voucher or other reward | | A virtual network card | A payment-card number, expiry and security code under a specific programme | Activate if required; use an eligible payment-card checkout | | An employee gift allocation | A benefit balance with employer and local programme conditions | Spend through the permitted app, catalogue or card function | These are functional categories, not legal determinations. In particular, a virtual version of an ordinary bank debit card is not evidence about the gift-card market. Nor does a [Visa](https://giftcard.news/company/visa/) or [Mastercard](https://giftcard.news/company/mastercard/) logo alone establish unrestricted acceptance. ## What the country data can tell us Europe’s digital-shopping environment is uneven. [Eurostat](https://giftcard.news/organization/eurostat/)’s 2025 survey puts online purchasing among internet users aged 16–74 at 95.3% in Ireland, compared with 63.6% in Romania. Norway and Switzerland also appear in the comparable series. This is useful background for digital delivery and online redemption; it does not measure gift-card demand. [\[S04\]](#article-source-4), [\[S05\]](#article-source-5). The data behind the story ### F01\. Europe’s online-shopping environment is uneven 2025 survey: bought or ordered goods or services for private use online in the preceding 12 months, using any payment method. Sixteen selected countries and the separately labelled EU aggregate. % of internet users aged 16–74 % of internet users aged 16–74 Tap or hover for details. All values are also available in the data table. **Sources:** [\[S05\]](#article-source-5); [\[S04\]](#article-source-4) General e-commerce context, not gift-card adoption or demand. The denominator is people aged 16–74 who used the internet in the preceding 12 months. The EU aggregate is 77.82%, not a seventeenth country or an average of these selected markets. The UK has no comparable 2025 observation in this series. Explore the data table Scroll left or right to see all columns __F01\. Europe’s online-shopping environment is uneven (% of internet users aged 16–74)__ | Category | % of internet users aged 16–74 | | ------------------------ | ------------------------------------ | | Ireland | 95.26 % of internet users aged 16–74 | | Netherlands | 94.42 % of internet users aged 16–74 | | Norway | 93.44 % of internet users aged 16–74 | | Denmark | 91.18 % of internet users aged 16–74 | | Sweden | 90.14 % of internet users aged 16–74 | | Switzerland | 86.26 % of internet users aged 16–74 | | Germany | 85.18 % of internet users aged 16–74 | | France | 83.76 % of internet users aged 16–74 | | Belgium | 81.04 % of internet users aged 16–74 | | Poland | 77.04 % of internet users aged 16–74 | | Spain | 73.15 % of internet users aged 16–74 | | Serbia | 65.88 % of internet users aged 16–74 | | Romania | 63.57 % of internet users aged 16–74 | | Italy | 61.72 % of internet users aged 16–74 | | Bulgaria | 57.01 % of internet users aged 16–74 | | Türkiye | 56.13 % of internet users aged 16–74 | | EU aggregate (benchmark) | 77.82 % of internet users aged 16–74 | A separate historical comparison, available through [Statista](https://giftcard.news/company/statista/), directly concerns gift cards. [Ipsos](https://giftcard.news/company/ipsos/)/[Synthesio](https://giftcard.news/company/synthesio/) asked consumers what they had already bought or planned to buy for the 2022 holiday season. France recorded 40%, Germany 38%, Italy 31%, the UK 29%, Spain 20% and Romania 13%. Fieldwork ran on 10–14 November 2022, with about 10,000 respondents across 12 markets worldwide. These six European results cover gift cards of all formats and combine reported purchases with intentions. [\[S06\]](#article-source-6), [\[S07\]](#article-source-7). The data behind the story ### F02\. Gift-card buying plans varied across six European markets in 2022 Respondents who had already bought or planned to buy gift cards for the 2022 holiday season. Six European results from the Ipsos/Synthesio survey in 12 markets worldwide. % of respondents % of respondents Tap or hover for details. All values are also available in the data table. **Sources:** [\[S07\]](#article-source-7); [\[S06\]](#article-source-6) Historical, all-format gift cards; actual purchases and intentions combined. Fieldwork: 10–14 November 2022; about 10,000 respondents across the full 12-market survey, not in each country. Not virtual-card adoption in 2026\. Its population and measure differ from Figure F01, so the two cannot be combined into a penetration or growth estimate. Explore the data table Scroll left or right to see all columns __F02\. Gift-card buying plans varied across six European markets in 2022 (% of respondents)__ | Category | % of respondents | | -------------- | ------------------- | | France | 40 % of respondents | | Germany | 38 % of respondents | | Italy | 31 % of respondents | | United Kingdom | 29 % of respondents | | Spain | 20 % of respondents | | Romania | 13 % of respondents | More recent research offers a narrower digital signal. A study conducted by [Into The Minds](https://giftcard.news/company/intotheminds/) for [Giftify](https://giftcard.news/company/giftify/) in December 2025–January 2026 covered 7,500 respondents in nine European markets. In its shopping-centre gift-card user section, 41% said their latest purchase was digital. The report does not give the exact base for that question; 7,500 is the overall survey sample. The finding concerns one gift-card category, and digital delivery does not establish online redemption. The same report separately measures purchase channels; buying through a website or app is not synonymous with buying a digital-format card. [\[S08\]](#article-source-8). The evidence leaves a gap. This review did not locate a comparable, representative country series measuring the entire European virtual gift-card market, its redemption rate or its small residual balances. That is a limit of the reviewed evidence. It is a reason to demand better data from providers, rather than turn unrelated online-shopping figures into a digital-gift-card market estimate. ## What people are trying to do with a virtual gift For the sender, digital gifting can solve a distance problem, a timing problem or a choice problem. For the recipient, the job is more specific: translate a message into a purchase they actually want. Documented European offerings show several routes. [Wunschgutschein](https://giftcard.news/company/wunschgutschein/) allows a personalised digital gift to be forwarded or scheduled by email. [Prezzee](https://giftcard.news/company/prezzee/) lets an Irish recipient exchange a Smart Card for participating retailer cards. [Edenred](https://giftcard.news/company/edenred/)’s [Kadéos Connect](https://giftcard.news/company/edenred/) sends an employee an allocation from which to select digital rewards. A network-card recipient instead retrieves a payment credential and uses the card fields at checkout. These are verified product journeys; they do not establish the percentage of consumers following each route. [\[S09\]](#article-source-9), [\[S10\]](#article-source-10), [\[S11\]](#article-source-11), [\[S12\]](#article-source-12). The following interpretation follows from those journeys and the product restrictions examined for this article. It should be read as a practical account of the decisions a recipient faces, rather than a psychological survey of all Europeans. ### T02\. The recipient journey, from message to remaining value Scroll left or right to see all columns __T02\. The recipient journey, from message to remaining value__ | Moment | The recipient’s practical question | What the service needs to make clear | | -------------------------- | ------------------------------------------------- | ------------------------------------------------------------------------------ | | Receiving the message | Is this a real gift, and who sent it? | Sender identity, provider identity, amount and official destination | | Claiming or activating | Why must I register or verify my identity? | Whether this creates an account, exchanges a token or activates a card | | Choosing where to spend | Can I use it for something I already want? | The actual local catalogue, merchant exclusions and online eligibility | | Preparing a purchase | Will this balance cover the final checkout total? | Currency, spendable balance and the treatment of a shortfall | | Checking a small remainder | Is there a practical way to use the rest? | Partial redemption, combination rules, expiry and any available recovery route | | Returning an item | Where will my refund appear? | The destination and conditions for restoring gift-card value | Choice has value only if the available options fit the person. Evidence from the Netherlands illustrates why reminders alone cannot solve non-redemption. In a March 2024 survey of 3,500 people, [Consumentenbond](https://giftcard.news/organization/consumentenbond/) found that nearly four in ten had allowed a voucher to expire within the preceding five years. More than one in ten had deliberately left one unused; examples included finding nothing of interest at the webshop. About two in ten reported a redemption problem in the previous year. These are self-reported, mixed-format experiences, not an annual digital-card breakage rate or a percentage of money lost. [\[S13\]](#article-source-13). For a virtual-gift provider, this creates several different problems to solve. Forgotten value calls for retrieval and reminders. A poor retailer match calls for a better catalogue or meaningful choice. A rejected payment calls for usable support and clear acceptance rules. Treating all three as customer inactivity conceals the mechanism preventing redemption. ## Country comparison: expiry and the money left behind There is no common [EU](https://giftcard.news/organization/european-union/) expiry period for ordinary gift vouchers. National rules and the classification of the product matter. Ireland’s consumer authority explicitly distinguishes covered gift vouchers from electronic money, including [One4all](https://giftcard.news/company/one4all/). A protection applying to one category cannot simply be transferred to another. [\[S14\]](#article-source-14). ### T03\. Validity and recovery rules in ten jurisdictions Scroll left or right to see all columns __T03\. Validity and recovery rules in ten jurisdictions__ | Country | Expiry or validity: what the evidence establishes | Remaining value and important qualifications | | ------------------ | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **Ireland** | Covered vouchers bought from 2 December 2019 generally have at least five years, or no expiry. | Single-transaction-only terms are prohibited. Where a contract prevents later use of a partly redeemed balance of **€1 or more**, the statutory remedy allows cash, electronic transfer or a replacement voucher with no earlier expiry. This does not guarantee cash. E-money and specified promotional products are excluded. [\[S15\]](#article-source-15), [\[S16\]](#article-source-16), [\[S14\]](#article-source-14) | | **Netherlands** | Purchased gift cards bought after 1 January 2022 generally have a two-year minimum. An issue date without expiry gives five years; no date or discoverable deadline can mean indefinite validity. | Ordinary gift cards generally cannot be exchanged for cash. Refund credit is a separate category. [\[S17\]](#article-source-17) | | **Germany** | The normal civil limitation period is three years, counted from the end of the purchase year. | This is not a universal three-year minimum redemption period: justified shorter terms can be valid. Cash for residual value is normally not assured. [\[S18\]](#article-source-18) | | **Denmark** | Normally three years unless another reasonable, clearly communicated term applies. | Qualifying paid electronic vouchers generally permit monetary redemption during validity and for one year afterwards. Promotions, specified tickets and some employer-funded arrangements differ. [\[S19\]](#article-source-19), [\[S20\]](#article-source-20) | | **Belgium** | For ordinary vouchers, the issuer sets the deadline and exchange conditions and must disclose them before issue. | Conditions cannot subsequently be changed unilaterally. This does not mean consumer law is absent, or that regulated electronic money follows the same regime. [\[S21\]](#article-source-21) | | **France** | This review did not establish a universal minimum for ordinary retailer gift cards. Programme validity requires individual verification. | Official experience-voucher guidance concerns a particular product category; it does not establish a general cash-out rule for retail e-gift cards. [\[S22\]](#article-source-22) | | **Spain** | A historical Andalusian enforcement case challenged a retailer’s one-year forfeiture term as unfair. | The case shows that a printed deadline can be scrutinised. It does not establish a current national fixed minimum or an automatic small-balance cash threshold. [\[S23\]](#article-source-23) | | **Romania** | Ordinary retail e-gift cards must be distinguished from statutory employee _tichete cadou_. | The employee-benefit framework prohibits cash withdrawal or exchange. A universal expiry period or cash-out rule for every retail gift card was not established here. [\[S24\]](#article-source-24) | | **United Kingdom** | Retailer expiry terms are subject to consumer-law fairness and transparency. | An unwanted voucher is not generally guaranteed to be exchangeable for cash. In June 2026, the government reiterated the [Law Commission](https://giftcard.news/organization/law-commission-of-england-and-wales/)’s conclusion that additional gift-card protections, including expiry measures, were unnecessary. [\[S25\]](#article-source-25), [\[S26\]](#article-source-26) | | **Switzerland** | [Konsumentenschutz](https://giftcard.news/organization/stiftung-fur-konsumentenschutz/) interprets general limitation rules as supporting five or ten years, depending on the underlying goods or service. | This is the consumer foundation’s account of legal interpretation, not a single special gift-card minimum. It does not establish an automatic general cash-out right. [\[S27\]](#article-source-27) | The table deliberately distinguishes explicit voucher minimums, ordinary limitation periods, contractual rules and evidence gaps. Plotting those periods as if they were equivalent national guarantees would give a misleading picture of consumer protection. Denmark is especially relevant to virtual products because the [Consumer Ombudsman](https://giftcard.news/organization/danish-consumer-ombudsman/)’s guidance includes electronically readable codes. For qualifying consumer vouchers, redemption within the year after expiry is free. But an issuer and employer can agree to exclude monetary redemption in a business contract; passing the benefit to an employee does not automatically transform that contract into a consumer purchase. [\[S20\]](#article-source-20). Ireland’s threshold is **€1 or more**. The reimbursement provision addresses a contract that prevents the remaining balance being used in another transaction; a replacement voucher is one permitted remedy. It does not promise cash for every small remainder or authorise the automatic loss of sums below €1\. [\[S15\]](#article-source-15). These differences help explain why a single European help page can fail. The answer to “Can I get the rest back?” depends on the country, the product and sometimes who purchased it. ## The providers and the programmes behind their brands A useful provider comparison starts with the role of the company. Some control relationships with retailers and employers. Others supply APIs through which another business distributes gifts. Others issue regulated payment value. A consumer-facing brand can sit above more than one of those businesses. The tables below are a selected market map. They do not rank European sales share: the public evidence does not support a common ranking across distributors, benefit platforms and issuing institutions. ### T04\. Selected providers and their roles Scroll left or right to see all columns __T04\. Selected providers and their roles__ | Provider or group | Position in digital gifting | European relevance and practical limitation | | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | [**Blackhawk Network**](https://giftcard.news/company/blackhawk-network/) **/** [**One4all**](https://giftcard.news/company/one4all/) | Distribution group with distinct national gift programmes | Irish and UK digital [One4all](https://giftcard.news/company/one4all/) products have different issuers. Online acceptance is limited to participating retailers, even where card details go into the [Visa](https://giftcard.news/company/visa/) payment form. [\[S28\]](#article-source-28), [\[S29\]](#article-source-29) | | [**Tillo**](https://giftcard.news/company/tillo/) | Gift-card distribution and API infrastructure | ChoicePlus lets recipients select and divide value across a curated catalogue. Its advertised global brand count does not establish the options available in a particular country. Prepaid Reward Pass is a separate programme. [\[S30\]](#article-source-30), [\[S31\]](#article-source-31) | | [**GoGift**](https://giftcard.news/company/gogift/) | International gift-choice and distribution platform | Recipients use a localised marketplace and exchange value for available rewards. A global choice product does not make the resulting retailer voucher internationally redeemable. [\[S32\]](#article-source-32), [\[S33\]](#article-source-33) | | [**Prezzee**](https://giftcard.news/company/prezzee/) | Digital gifting and retailer-choice platform | Verified local services include Ireland in EUR and the UK in GBP. The Irish offer advertises 80-plus retailer brands; that figure belongs to the Irish programme. [\[S10\]](#article-source-10), [\[S34\]](#article-source-34) | | [**Wishcard**](https://giftcard.news/company/wishcard-group/) **/** [**Wunschgutschein**](https://giftcard.news/company/wunschgutschein/) **/** [**EveryWish**](https://giftcard.news/company/everywish/) | Country-specific choice-gift products | The group operates across markets including Germany, Austria, Switzerland, France and the UK. The German digital gift is exchanged for a partner voucher under that partner’s terms. [\[S35\]](#article-source-35), [\[S36\]](#article-source-36) | | [**Edenred**](https://giftcard.news/company/edenred/) **/ Kadéos Connect** | Employer and organisational gift distribution | The French digital platform lets recipients choose e-gift cards and other eligible offers. Its gift product is distinct from a meal benefit or an unrestricted payment account. [\[S11\]](#article-source-11) | | [**Pluxee**](https://giftcard.news/company/pluxee/) | Local benefit and incentive programmes | Its French digital gift balance can generate eligible online codes. The platform allocation and a retailer voucher created from it have different lifecycle questions. [\[S37\]](#article-source-37) | | [**Swile**](https://giftcard.news/company/swile/) | Employee-benefit app and payment functionality | The App & Carte offering includes a fully digital option for assigned gift and culture budgets. Benefit rules still apply; an app balance is not automatically unrestricted spending money. [\[S38\]](#article-source-38) | | [**Upcoop**](https://giftcard.news/company/upcoop/) **/** [**cadhoc**](https://giftcard.news/company/upcoop/) | French gift network and employee incentives | Digital credit and an e-boutique are explicitly offered. The provider’s wider acceptance totals should not be read as a count of online merchants. [\[S39\]](#article-source-39) | | [**InComm Payments**](https://giftcard.news/company/incomm-payments/) | Distribution, retailer programmes and payments infrastructure | European and Nordic operations make it relevant to a partnership discussion. Exact digital products, issuer, currency and country coverage must be established programme by programme. [\[S40\]](#article-source-40) | These roles explain why scale claims can mislead. A count of catalogue options, a count of employer customers and a payment-volume figure measure different activities. None, by itself, establishes market share in European virtual gifts. [GoGift](https://giftcard.news/company/gogift/)’s announcement of a combination with [CQM Rewards](https://giftcard.news/company/cqm-rewards/) is a useful illustration of the importance of local distribution. Announced on 29 June 2026, it highlighted CQM’s activity in Spain, France and Portugal. The announcement expressly made completion subject to approvals and closing conditions. It is evidence of a proposed expansion of regional reach, not grounds to declare the transaction completed. [\[S41\]](#article-source-41). There are also new distribution surfaces. [Blackhawk Network](https://giftcard.news/company/blackhawk-network/) and [Klarna](https://giftcard.news/company/klarna/) Your free reader account ## Continue reading for free. Create your account or sign in to get unlimited access. [ Continue with LinkedIn ](https://giftcard.news/api/reader/auth/linkedin/?returnTo=%2Fresearch-trends%2Feuropes-digital-gift-card-divide%2F)[ Continue with Google ](https://giftcard.news/api/reader/auth/google/?returnTo=%2Fresearch-trends%2Feuropes-digital-gift-card-divide%2F)[ Continue with Facebook ](https://giftcard.news/api/reader/auth/facebook/?returnTo=%2Fresearch-trends%2Feuropes-digital-gift-card-divide%2F) No payment required. Newsletter signup is optional. [Already registered? Sign in](https://giftcard.news/login/?returnTo=%2Fresearch-trends%2Feuropes-digital-gift-card-divide%2F) [Back to top ↑](#article-top) ## Sources and documents ExpandCollapse * [\[S01\] Competition and Consumer Protection Commission: CCPC announcement, 6 July 2026](https://www.ccpc.ie/news-and-media/news/article/2026/07/06/jd-sports-to-honour-over-5-000-expired-vouchers-worth-almost--250-000-to-irish-consumers--following-ccpc-intervention?utm%5Fsource=giftcard.news) — Competition and Consumer Protection Commission * [\[S02\] European Free Trade Association: EFTA’s explanation of the EEA](https://www.efta.int/eea-relations-eu/qa-about-eea-agreement?utm%5Fsource=giftcard.news) — European Free Trade Association * [\[S03\] European Central Bank: ECB announcement](https://www.bancaditalia.it/media/bce-comunicati/documenti/2026/pr-Bulgaria-introduces-euro-en-01012026.pdf?language%5Fid=1&utm%5Fsource=giftcard.news) — European Central Bank * [\[S04\] Eurostat methodology](https://ec.europa.eu/eurostat/statistics-explained/index.php?title=E-commerce%5Fstatistics%5Ffor%5Findividuals&utm%5Fsource=giftcard.news) — Eurostat * [\[S05\] Eurostat: underlying country workbook](https://ec.europa.eu/eurostat/statistics-explained/images/f/fc/E-commerce%5Fstatistics%5Ffor%5Findividuals%5F-%5Fgraphs%5Fand%5Ftables%5F2025-v3.xlsx?utm%5Fsource=giftcard.news) — Eurostat * [\[S06\] Statista country comparison](https://www.statista.com/statistics/1351067/gift-card-shoppers-worldwide-by-country/?utm%5Fsource=giftcard.news) — Statista * [\[S07\] original Ipsos report](https://www.ipsos.com/sites/default/files/ct/news/documents/2022-12/Holiday%20Shopping%202022.pdf?utm%5Fsource=giftcard.news) — Ipsos * [\[S08\] Giftify’s 2026 research and methodology](https://www.giftify.me/resources/shopping-centre-gift-card-report?utm%5Fsource=giftcard.news) — Giftify * [\[S09\] Wunschgutschein digital gifts](https://www.wunschgutschein.de/pages/digitaler-gutschein?utm%5Fsource=giftcard.news) — Wunschgutschein * [\[S10\] Prezzee Ireland](https://prezzee.com/business/m/en-ie?utm%5Fsource=giftcard.news) — Prezzee * [\[S11\] Edenred: Kadéos Connect](https://www.edenred.fr/kadeos/kadeos-connect?utm%5Fsource=giftcard.news) — Edenred * [\[S12\] Tremendous online-use instructions](https://help.tremendous.com/hc/en-us/articles/26776380587539-Where-and-how-do-I-use-my-Virtual-Visa-card?utm%5Fsource=giftcard.news) — Tremendous * [\[S13\] Consumentenbond’s research summary](https://www.consumentenbond.nl/juridisch-advies/andere-onderwerpen/geldigheid-van-cadeaubonnen?utm%5Fsource=giftcard.news) — Consumentenbond * [\[S14\] Competition and Consumer Protection Commission: CCPC consumer guidance](https://www.ccpc.ie/consumer-advice/consumer-rights/gift-vouchers?utm%5Fsource=giftcard.news) — Competition and Consumer Protection Commission * [\[S15\] Law Reform Commission: Consumer Protection Act, section 66B](https://revisedacts.lawreform.ie/eli/2007/act/19/section/66B/revised/en/html?utm%5Fsource=giftcard.news) — Law Reform Commission * [\[S16\] Law Reform Commission: section 66A definitions](https://revisedacts.lawreform.ie/eli/2007/act/19/section/66A/revised/en/html?utm%5Fsource=giftcard.news) — Law Reform Commission * [\[S17\] Netherlands Authority for Consumers and Markets: ACM ConsuWijzer](https://consument.acm.nl/garantie-reparatie-geld-terug/cadeaubon-tegoedbon-voorwaarden-en-geldigheid?utm%5Fsource=giftcard.news) — Netherlands Authority for Consumers and Markets * [\[S18\] Verbraucherzentrale](https://www.verbraucherzentrale.de/wissen/vertraege-reklamation/kundenrechte/gutscheine-als-geschenk-so-lange-sind-sie-gueltig-13861?utm%5Fsource=giftcard.news) — Verbraucherzentrale * [\[S19\] Danish Competition and Consumer Authority: Government consumer portal](https://forbrug.dk/regler/regler-gavekort?utm%5Fsource=giftcard.news) — Danish Competition and Consumer Authority * [\[S20\] Danish Consumer Ombudsman: Consumer Ombudsman](https://www.forbrugerombudsmanden.dk/media/1pjhu1vd/kvikguide-til-udbetaling-af-elektroniske-gavekort.pdf?utm%5Fsource=giftcard.news) — Danish Consumer Ombudsman * [\[S21\] SPF Economie](https://consumerconnect.be/fr/themes/achat-produit-ou-service/modes-de-paiement/bons-de-valeur/probleme?utm%5Fsource=giftcard.news) — SPF Economie * [\[S22\] Institut national de la consommation: INC’s category-specific guidance](https://www.inc-conso.fr/content/coffrets-cadeaux-les-pieges-eviter-avec-ladeic?utm%5Fsource=giftcard.news) — Institut national de la consommation * [\[S23\] Junta de Andalucía: Andalusian consumer authority](https://www.consumoresponde.es/actualidad/noticias/consumo%5Fsanciona%5Fcon%5F20000%5Feuros%5Funa%5Fcadena%5Fde%5Ftiendas%5Ftras%5Fcomprobar%5Fque?utm%5Fsource=giftcard.news) — Junta de Andalucía * [\[S24\] Romanian legislation portal: Consolidated Law 165/2018, article 8(4)](https://legislatie.just.ro/Public/FormaPrintabila/00000G3FZ9GO3G9DM830NSX8S5EVKVQ8?utm%5Fsource=giftcard.news) — Romanian legislation portal * [\[S25\] UK Parliament: Ministerial answer, 4 June 2026](https://questions-statements.parliament.uk/written-questions/detail/2026-06-01/5305?utm%5Fsource=giftcard.news) — UK Parliament * [\[S26\] Which? consumer guidance, February 2026](https://www.which.co.uk/consumer-rights/advice/what-are-my-rights-with-gift-vouchers-and-cards-aCgOF7w7505Z?utm%5Fsource=giftcard.news) — Which? * [\[S27\] Stiftung für Konsumentenschutz: Konsumentenschutz, January 2026](https://www.konsumentenschutz.ch/online-ratgeber/gutscheine-ist-ein-ablaufdatum-zulaessig/?utm%5Fsource=giftcard.news) — Stiftung für Konsumentenschutz * [\[S28\] One4all: Irish digital FAQ](https://www.one4allrewards.ie/faqs-digital?utm%5Fsource=giftcard.news) — One4all * [\[S29\] One4all: UK digital product](https://www.one4all.com/digital-gift-card.html?utm%5Fsource=giftcard.news) — One4all * [\[S30\] Tillo: ChoicePlus](https://www.tillo.com/choiceplus?utm%5Fsource=giftcard.news) — Tillo * [\[S31\] Tillo: programme country matrix](https://help.tillo.tech/hc/en-gb/articles/7444299043997-Where-can-I-issue-a-Reward-Pass?utm%5Fsource=giftcard.news) — Tillo * [\[S32\] GoGift: Recipient journey](https://global.gogift.com/en/for-gift-card-recipients?utm%5Fsource=giftcard.news) — GoGift * [\[S33\] GoGift: business platform](https://global.gogift.com/en/business-platform?utm%5Fsource=giftcard.news) — GoGift * [\[S34\] Prezzee: UK](https://prezzee.com/business/m/en-gb?utm%5Fsource=giftcard.news) — Prezzee * [\[S35\] Wishcard Group: Group](https://wishcardgroup.com/?utm%5Fsource=giftcard.news) — Wishcard Group * [\[S36\] Wunschgutschein: exchange conditions](https://www.wunschgutschein.de/pages/einloesebedingungen?utm%5Fsource=giftcard.news) — Wunschgutschein * [\[S37\] Pluxee: Digital gift product](https://www.pluxee.fr/produits/titres-cadeaux/pluxee-cheque-cadeau/?utm%5Fsource=giftcard.news) — Pluxee * [\[S38\] Swile: Gift products](https://www.swile.co/solutions/gift?utm%5Fsource=giftcard.news) — Swile * [\[S39\] Upcoop: cadhoc digital credit](https://up.coop/upcadhoc/?utm%5Fsource=giftcard.news) — Upcoop * [\[S40\] InComm Payments: International operations](https://www.incomm.com/about-us/international/?utm%5Fsource=giftcard.news) — InComm Payments * [\[S41\] GoGift announcement](https://global.gogift.com/en/blog/gogift-and-cqm-rewards-join-forces?utm%5Fsource=giftcard.news) — GoGift * [\[S42\] Blackhawk Network: BHN/Klarna announcement](https://blackhawknetwork.com/de-de/resources/klarna-erweitert-angebot-seines-geschenkkarten-shops-mit-markteinfuhrung-europa?utm%5Fsource=giftcard.news) — Blackhawk Network * [\[S43\] Tremendous Europe guidance](https://help.tremendous.com/hc/en-us/articles/42223235213459-Reward-options-in-Europe-and-the-United-Kingdom?utm%5Fsource=giftcard.news) — Tremendous * [\[S44\] Tremendous: card specifications](https://help.tremendous.com/hc/en-us/articles/41472271306387-Virtual-Visa-cards?utm%5Fsource=giftcard.news) — Tremendous * [\[S45\] Tango: Current disclosure](https://www.tangocard.com/?utm%5Fsource=giftcard.news) — Tango * [\[S46\] Tango: product page](https://www.tangocard.com/prepaid-visa-reward-digital-delivery?utm%5Fsource=giftcard.news) — Tango * [\[S47\] Giftbit: Regional product table](https://www.giftbit.com/rewards/global-prepaid-cards?utm%5Fsource=giftcard.news) — Giftbit * [\[S48\] Giftbit help centre: Digital Prepaid Rewards](https://intercom.help/giftbit/en/articles/12384423-virtual-prepaid-mastercard-digital-prepaid-rewards-how-to-redeem-use-and-common-questions?utm%5Fsource=giftcard.news) — Giftbit help centre * [\[S49\] Giftbit help centre: My Prepaid Center](https://intercom.help/giftbit/en/articles/12384397-virtual-prepaid-mastercard-my-prepaid-center-how-to-redeem-use-and-common-questions?utm%5Fsource=giftcard.news) — Giftbit help centre * [\[S50\] Giftbit help centre: Activation guide](https://intercom.help/giftbit/en/articles/12384467-gbp-virtual-prepaid-mastercard-purecard-com-how-to-redeem-use-and-find-support?utm%5Fsource=giftcard.news) — Giftbit help centre * [\[S51\] Purecard: agreement](https://legal.purecard.com/terms?cctid=fICBryCnN8FIc50559fICBryCnN8FI&utm%5Fsource=giftcard.news) — Purecard * [\[S52\] Tremendous: Issuer disclosure](https://www.tremendous.com/?utm%5Fsource=giftcard.news) — Tremendous * [\[S53\] Runa: Current product](https://runa.io/features/runa-reward-prepaid-card?utm%5Fsource=giftcard.news) — Runa * [\[S54\] Getsby: EUR programme](https://getsby.com/en/virtual-mastercard/virtual-mastercard-gift-card/?utm%5Fsource=giftcard.news) — Getsby * [\[S55\] Getsby: GBP programme](https://getsby.com/en/virtual-mastercard/virtual-mastercard-gift-card-gbp/?utm%5Fsource=giftcard.news) — Getsby * [\[S56\] CleverCards: Current legal disclosure](https://www.clevercards.com/legal?utm%5Fsource=giftcard.news) — CleverCards * [\[S57\] CleverCards: token agreement](https://cdn.sanity.io/files/4xxrxx3e/production/4352b4aea45c31087b5175d1c3e9751a025a2318.pdf?dl=&utm%5Fsource=giftcard.news) — CleverCards * [\[S58\] Bank of Lithuania: DiPocket register](https://www.lb.lt/en/sfi-financial-market-participants/dipocket-uab?utm%5Fsource=giftcard.news) — Bank of Lithuania * [\[S59\] De Nederlandsche Bank: Modulr register](https://www.dnb.nl/en/public-register/information-detail/?registerCode=WFTEG&relationNumber=R182870&utm%5Fsource=giftcard.news) — De Nederlandsche Bank * [\[S60\] Bank of Lithuania: B4B Europe register](https://www.lb.lt/en/sfi-financial-market-participants/uab-b4b-payments-europe?utm%5Fsource=giftcard.news) — Bank of Lithuania * [\[S61\] Zalando terms, section 5](https://www.zalando.de/zalando-terms?utm%5Fsource=giftcard.news) — Zalando * [\[S62\] IKEA: German digital purchase flow](https://www.ikea.com/de/de/gift-cards/personalise/?utm%5Fsource=giftcard.news) — IKEA * [\[S63\] IKEA: German country restrictions](https://www.ikea.com/de/de/customer-service/knowledge/articles/d2c924a4-e826-4828-9f3d-0c4a9de55b3e.html?utm%5Fsource=giftcard.news) — IKEA * [\[S64\] IKEA Switzerland’s January 2026 terms](https://www.ikea.com/ch/de/customer-service/terms-conditions/agb-ikea-geschenkkarte-rueckerstattungskarte-pub82084710/?utm%5Fsource=giftcard.news) — IKEA * [\[S65\] Tremendous card-access instructions](https://help.tremendous.com/hc/en-us/articles/5715657636499-How-do-I-access-my-card?utm%5Fsource=giftcard.news) — Tremendous * [\[S66\] European Union: PSD2, Articles 3(k) and 37](https://eur-lex.europa.eu/legal-content/EN/TXT/HTML/?uri=CELEX%3A02015L2366-20250117&utm%5Fsource=giftcard.news) — European Union * [\[S67\] European Banking Authority: EBA limited-network guidelines, published by Finland’s financial supervisor](https://www.finanssivalvonta.fi/contentassets/fe9063c85d0a4a48bd8a155055c99c43/2022%5F2%5Fen%5Ffinal-report.pdf?utm%5Fsource=giftcard.news) — European Banking Authority * [\[S68\] European Union: Electronic Money Directive, Articles 7 and 11](https://eur-lex.europa.eu/legal-content/EN/TXT/HTML/?uri=CELEX%3A02009L0110-20180113&utm%5Fsource=giftcard.news) — European Union * [\[S69\] European Union: Current AML Directive, Articles 11–12](https://eur-lex.europa.eu/legal-content/EN/TXT/HTML/?uri=CELEX%3A02015L0849-20241230&utm%5Fsource=giftcard.news) — European Union * [\[S70\] European Union: authentication standards, Article 16](https://eur-lex.europa.eu/eli/reg%5Fdel/2018/389/oj/eng?utm%5Fsource=giftcard.news) — European Union * [\[S71\] European Parliament: PSD3 legislative file](https://oeil.europarl.europa.eu/oeil/en/procedure-file?reference=2023%2F0209%28COD%29&utm%5Fsource=giftcard.news) — European Parliament * [\[S72\] European Parliament: PSR legislative file](https://oeil.europarl.europa.eu/oeil/en/procedure-file?reference=2023%2F0210%28COD%29&utm%5Fsource=giftcard.news) — European Parliament * [\[S73\] European Union: AMLR, Article 90](https://eur-lex.europa.eu/eli/reg/2024/1624/oj/eng?utm%5Fsource=giftcard.news) — European Union * [\[S74\] European Union: EU voucher VAT directive](https://eur-lex.europa.eu/eli/dir/2016/1065/oj/eng?utm%5Fsource=giftcard.news) — European Union * [\[S75\] GoGift: Pricing](https://global.gogift.com/en/pricing?utm%5Fsource=giftcard.news) — GoGift * [\[S76\] Prezzee: Ireland pricing and FAQ](https://prezzee.com/business/m/en-ie/pricing?utm%5Fsource=giftcard.news) — Prezzee * [\[S77\] Pluxee’s CSE explanation](https://www.pluxee.fr/blog/cheque-cadeau-cse/?utm%5Fsource=giftcard.news) — Pluxee ## In this article ### Companies * [Apple](https://giftcard.news/company/apple/) * [B4B Payments](https://giftcard.news/company/b4b-payments/) * [Blackhawk Network](https://giftcard.news/company/blackhawk-network/) * [CQM Rewards](https://giftcard.news/company/cqm-rewards/) * [CleverCards](https://giftcard.news/company/clevercards/) * [DiPocket](https://giftcard.news/company/dipocket/) * [Digital Prepaid Rewards](https://giftcard.news/company/digital-prepaid-rewards/) * [Edenred](https://giftcard.news/company/edenred/) * [EveryWish](https://giftcard.news/company/everywish/) * [GVS Prepaid Limited](https://giftcard.news/company/gvs-prepaid-limited/) * [Getsby](https://giftcard.news/company/getsby/) * [Giftbit](https://giftcard.news/company/giftbit/) * [Giftify](https://giftcard.news/company/giftify/) * [GoGift](https://giftcard.news/company/gogift/) * [Google](https://giftcard.news/company/google/) * [IKEA](https://giftcard.news/company/ikea/) * [InComm Payments](https://giftcard.news/company/incomm-payments/) * [IntoTheMinds](https://giftcard.news/company/intotheminds/) * [Ipsos](https://giftcard.news/company/ipsos/) * [JD Sports](https://giftcard.news/company/jd-sports/) * [Klarna](https://giftcard.news/company/klarna/) * [Mastercard](https://giftcard.news/company/mastercard/) * [Modulr Finance B.V.](https://giftcard.news/company/modulr-finance-b-v/) * [My Prepaid Center](https://giftcard.news/company/my-prepaid-center/) * [One4all](https://giftcard.news/company/one4all/) * [Pluxee](https://giftcard.news/company/pluxee/) * [Prezzee](https://giftcard.news/company/prezzee/) * [Purecard](https://giftcard.news/company/purecard/) * [Runa](https://giftcard.news/company/runa/) * [Statista](https://giftcard.news/company/statista/) * [Stripe Technology Europe Limited](https://giftcard.news/company/stripe-technology-europe-limited/) * [Sutton Bank](https://giftcard.news/company/sutton-bank/) * [Swile](https://giftcard.news/company/swile/) * [Synthesio](https://giftcard.news/company/synthesio/) * [Tango](https://giftcard.news/company/tango/) * [Tillo](https://giftcard.news/company/tillo/) * [Tremendous](https://giftcard.news/company/tremendous/) * [Upcoop](https://giftcard.news/company/upcoop/) * [Visa](https://giftcard.news/company/visa/) * [Wishcard Group](https://giftcard.news/company/wishcard-group/) * [Wunschgutschein](https://giftcard.news/company/wunschgutschein/) * [Zalando](https://giftcard.news/company/zalando/) * [Zalando Payments GmbH](https://giftcard.news/company/zalando-payments-gmbh/) ### Organizations * [Bank of Lithuania](https://giftcard.news/organization/bank-of-lithuania/) * [Competition and Consumer Protection Commission](https://giftcard.news/organization/competition-and-consumer-protection-commission/) * [Consumentenbond](https://giftcard.news/organization/consumentenbond/) * [Danish Competition and Consumer Authority](https://giftcard.news/organization/danish-competition-and-consumer-authority/) * [Danish Consumer Ombudsman](https://giftcard.news/organization/danish-consumer-ombudsman/) * [De Nederlandsche Bank](https://giftcard.news/organization/de-nederlandsche-bank/) * [European Banking Authority](https://giftcard.news/organization/european-banking-authority/) * [European Central Bank](https://giftcard.news/organization/european-central-bank/) * [European Free Trade Association](https://giftcard.news/organization/european-free-trade-association/) * [European Parliament](https://giftcard.news/organization/european-parliament/) * [European Union](https://giftcard.news/organization/european-union/) * [Eurostat](https://giftcard.news/organization/eurostat/) * [Financial Services Compensation Scheme](https://giftcard.news/organization/financial-services-compensation-scheme/) * [Institut national de la consommation](https://giftcard.news/organization/institut-national-de-la-consommation/) * [Junta de Andalucía](https://giftcard.news/organization/junta-de-andalucia/) * [Law Commission of England and Wales](https://giftcard.news/organization/law-commission-of-england-and-wales/) * [Law Reform Commission](https://giftcard.news/organization/law-reform-commission/) * [Netherlands Authority for Consumers and Markets](https://giftcard.news/organization/netherlands-authority-for-consumers-and-markets/) * [SPF Economie](https://giftcard.news/organization/spf-economie/) * [Stiftung für Konsumentenschutz](https://giftcard.news/organization/stiftung-fur-konsumentenschutz/) * [UK Parliament](https://giftcard.news/organization/uk-parliament/) * [Verbraucherzentrale](https://giftcard.news/organization/verbraucherzentrale/) * [Which?](https://giftcard.news/organization/which/) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Feuropes-digital-gift-card-divide%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Europe%E2%80%99s%20Digital%20Gift%20Card%20Divide "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Feuropes-digital-gift-card-divide%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Europe%E2%80%99s%20Digital%20Gift%20Card%20Divide%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Feuropes-digital-gift-card-divide%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. ## Related articles [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [Gift Card Breakage - The money left behind](https://giftcard.news/research-trends/gift-card-breakage-the-money-left-behind/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 16, 2026 51 min [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [What people want when they check a gift card balance](https://giftcard.news/research-trends/what-people-want-when-they-check-a-gift-card-balance/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 16, 2026 29 min [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [Who Powers Virtual Gift Cards on Shopify?](https://giftcard.news/research-trends/who-powers-virtual-gift-cards-on-shopify/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 16, 2026 38 min 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/) **In this report** 1. [The geography behind a European gift](#article-section-the-geography-behind-a-european-gift) 2. [What the country data can tell us](#article-section-what-the-country-data-can-tell-us) 3. [What people are trying to do with a virtual gift](#article-section-what-people-are-trying-to-do-with-a-virtual-gift) 4. [Country comparison: expiry and the money left behind](#article-section-country-comparison-expiry-and-the-money-left-behind) 5. [The providers and the programmes behind their brands](#article-section-the-providers-and-the-programmes-behind-their-brands) [Back to top ↑](#article-top) ## Related articles [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [Gift Card Breakage - The money left behind](https://giftcard.news/research-trends/gift-card-breakage-the-money-left-behind/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 16, 2026 51 min [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [What people want when they check a gift card balance](https://giftcard.news/research-trends/what-people-want-when-they-check-a-gift-card-balance/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 16, 2026 29 min [Research & Trends](https://giftcard.news/research-trends/) Analysis ### [Who Powers Virtual Gift Cards on Shopify?](https://giftcard.news/research-trends/who-powers-virtual-gift-cards-on-shopify/) [Oliver Reed](https://giftcard.news/author/oliver-reed/) September 16, 2026 38 min ```json {"@context":"https://schema.org","@graph":[{"@type":"Organization","@id":"https://giftcard.news/#publisher","name":"Gift Card News","url":"https://giftcard.news/","logo":{"@type":"ImageObject","url":"https://giftcard.news/brand/giftcard-news-logo.svg"}},{"@type":"Person","@id":"https://giftcard.news/author/oliver-reed/#person","name":"Oliver Reed","url":"https://giftcard.news/author/oliver-reed/","description":"Oliver Reed covers industry acquisitions, investment and market research for Gift Card News.","jobTitle":"Journalist — Industry Deals & Research","image":{"@type":"ImageObject","url":"https://giftcard.news/images/oliver-reed-editorial-portrait.webp","contentUrl":"https://giftcard.news/images/oliver-reed-editorial-portrait.webp","width":256,"height":256,"caption":"Illustrated portrait representing the Oliver Reed editorial profile."}},{"@type":"ImageObject","url":"https://giftcard.news/images/europe-s-digital-gift-card-divide.webp","contentUrl":"https://giftcard.news/images/europe-s-digital-gift-card-divide.webp","width":1586,"height":992,"caption":"One digital promise, different local rules. 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