Barclays Pingit was launched in 2012 and is used by consumers and small businesses to pay friends, family or invoices via their mobiles, but the gifting service adds a new dimension to the service.
Gifts are supplied by entertainment, dining, gaming, fashion, health & beauty and leisure brands, and they can be purchased for others or bought for personal use.
Matthew Howe, managing director for Europe at Blackhawk Network, said: “Gifting through mCommerce is a leap forward for the payments market.
“For businesses, e-gifting is a cost-effective way to acquire new customers and maximise incremental spend. For consumers, the ability to purchase and send gift cards across digital channels provides far greater ease and convenience than having to make a trip to a particular merchant to purchase a physical gift card.”