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Gift Card Market to grow by USD 1.33 Billion (2025-2029), fueled by e-commerce growth. Report on AI’s role in redefining market landscape – Technavio

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NEW YORK, Jan. 29, 2025 /PRNewswire/ — Report with market evolution powered by AI – The global gift card market size is estimated to grow by USD 1.33 billion from 2025-2029, according to Technavio. The market is estimated to grow at a CAGR of over 15.4%  during the forecast period. Growth of e-commerce sector is driving market growth, with a trend towards rise of open-loop gift cards. However, additional loss of money in using gift cards  poses a challenge. Key market players include Alighieri, Blackhawk Network Holdings Inc., Card USA Inc, Duracard Plastic Cards, Fidelity National Information Services Inc., Fiserv Inc., FleetCor Technologies Inc., Givex Corp., Hennes and Mauritz AB, InComm Payments, JIFITI PRODUCTS, Kindcard Inc., PineLabs Pvt. Ltd., Plastek Card Solutions Inc., Runa Network Ltd., Square Inc., Tele Pak Inc., TransGate Solutions, Village Roadshow Ltd., and Yiftee Inc..

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Gift Card Market Scope

Report Coverage

Details

Base year

2024

Historic period

2019 – 2023

Forecast period

2025-2029

Growth momentum & CAGR

Accelerate at a CAGR of 15.4%

Market growth 2025-2029

USD 1331.3 billion

Market structure

Fragmented

YoY growth 2022-2023 (%)

12.1

Regional analysis

North America, Europe, APAC, Middle East and Africa, and South America

Performing market contribution

North America at 40%

Key countries

US, UK, Germany, Australia, France, Japan, Canada, China, Saudi Arabia, and Brazil

Key companies profiled

Alighieri, Blackhawk Network Holdings Inc., Card USA Inc, Duracard Plastic Cards, Fidelity National Information Services Inc., Fiserv Inc., FleetCor Technologies Inc., Givex Corp., Hennes and Mauritz AB, InComm Payments, JIFITI PRODUCTS, Kindcard Inc., PineLabs Pvt. Ltd., Plastek Card Solutions Inc., Runa Network Ltd., Square Inc., Tele Pak Inc., TransGate Solutions, Village Roadshow Ltd., and Yiftee Inc.

Market Driver

Gift cards continue to trend as popular payment methods for various occasions and sectors. Prepaid cards loaded with an amount of money are widely used for payment in stores, websites, restaurants, and even for experiences. Businesses, including retailers or brands, other businesses, and corporate clients, offer gift cards as rewards & incentives. Consumers, especially younger generations like Millennials and Gen Z, prefer digital gifting options for their convenience and customizability. Impacting factors include consumer preferences, customer behavior, internet accessibility, and the shift towards cashless transactions. Digital platforms, FinTechs, and PayTechs have made it easier for givers to purchase and send digital gift cards online. Market participants include retail sectors, travel companies, OTT platforms, content platforms, and hospitality services. Tax-advantage cards, E gifting, M commerce, and E commerce are also popular. Strategic alliances between brands and digital services have expanded the reach of gift cards as marketing tools. Digital cards, virtual cards, and mobile gift cards offer practical solutions for businesses and individual users alike. 

An increasing trend among vendors is the launch of open-loop gift cards, as opposed to closed-loop cards. Open-loop cards, which are not limited to a specific business and are branded with payment card processors like Visa, MasterCard, and American Express, offer greater flexibility and acceptance for customers. InComm, a leading UK-based prepaid product and payments technology company, has been providing the Vanilla Go global open-loop gift card brand for over five years. Open-loop Mastercard gift cards offer a personalized gifting experience, making them a preferred choice for many consumers. Vendors continue to innovate in this segment, expanding the offerings of open-loop gift cards. 

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 Market Challenges

•         Gift cards have become a popular payment method for consumers during special occasions, birthdays, holidays, and as expressions of love, gratitude, and appreciation. Prepaid cards, offering an amount of money for payment at various stores, websites, restaurants, and retail establishments, have gained traction among businesses, other businesses, and corporate clients. Consumers prefer digital gifting options due to convenience and the ability to customize and choose from various digital platforms, mobile wallets, and loyalty programs. Impacting factors include consumer behavior, younger generations like Millennials and Gen Z, cashless transactions, internet accessibility, and the growing popularity of e-commerce activities. Retail sectors, travel companies, OTT platforms, content platforms, and hospitality industries have embraced digital gift cards as a marketing tool and customer loyalty program. Strategic alliances between retailers or brands, FinTechs, and PayTechs have led to the development of various digital cards, virtual cards, and mobile gift cards. The convenience, practicality, and customizability of digital gift cards make them a preferred choice for individual users and B2B sales. Tax-advantage cards and e-gifting have also gained popularity in the M-commerce and E-commerce sectors. The Demonetization and Digital India initiative have further accelerated the adoption of digital services and cashless transactions.

•         Gift cards offer an alternative form of payment for purchases, providing an additional spending power. However, they come with certain challenges. For instance, some cards have expiration dates, which may lead to unused funds if not used within the specified time. Additionally, physical gift cards can be misplaced, resulting in a loss of the card and the funds associated with it. Furthermore, gift cards are available in various denominations, which may leave small amounts of unused funds after a purchase. These factors may result in additional expenses for the recipient.

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Segment Overview 

This gift card market report extensively covers market segmentation by  

Type 1.1 E-gifts cards1.2 Physical gift cardsDistribution Channel2.1 Offline2.2 OnlineGeography 3.1 North America3.2 Europe3.3 APAC3.4 Middle East and Africa3.5 South AmericaCard Type

1.1 E-gifts cards-  E-gift cards have become a popular and convenient gifting solution in the retail sector. Their evolution has been driven by the digitalization trend in retail, enabling instant delivery via email with a confirmation to purchasers. E-gift cards offer enhanced versatility and flexibility, making them ideal for last-minute gifting and eliminating the risk of losing physical cards. In the corporate sector, e-gift cards have gained traction as a suitable option for employee, client, and stakeholder gifting, reducing the need for personalized gifts and logistical challenges. Vendors benefit from the financial viability and operational efficiency of e-gift cards, which can be easily integrated with their core products and services. These factors are expected to fuel the growth of the e-gift card market segment during the forecast period.

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Research Analysis

Prepaid gift cards have revolutionized the way we express love, gratitude, and appreciation. These plastic or digital cards allow the recipient to receive a specified amount of money that can be used for payment at various stores, websites, restaurants, and businesses. The convenience of gift cards has made them a popular choice for consumer behavior, especially among younger generations. With the rise of e-gifting, m-commerce, and e-commerce, gift cards have become more accessible than ever. Strategic alliances between brands and retailers have led to the creation of co-branded cards, while digital and virtual cards offer instant delivery. Gift cards serve as effective marketing tools for brand owners and customer loyalty programs, enhancing the overall shopping experience.

Market Research Overview

Gift cards have become a popular form of payment and gifting in today’s digital age. Prepaid cards loaded with a specific amount of money can be used for various payments at stores, websites, restaurants, and businesses. The convenience of gift cards makes them an ideal choice for special occasions like birthdays, holidays, and other celebrations. Consumers prefer digital gifting options due to their practicality, customizability, and environmental friendliness. The market for gift cards is vast and includes retailer or brand-specific cards, cards from other businesses, and corporate clients for their employees or customers. Digital platforms and mobile wallets have made gifting more accessible, with consumers increasingly turning to online channels for purchasing and sending digital gift cards. Impacting factors include consumer preferences, customer behavior, younger generations like Millennials and Gen Z, cashless transactions, and the growing popularity of mobile payments and e-commerce activities. Loyalty programs and rewards & incentives are also significant drivers of the gift card market. Travel companies, OTT platforms, content platforms, and hospitality industries are among the sectors that heavily rely on gift cards as a marketing tool and customer loyalty program. The gift card market is a dynamic space with market participants offering various types of cards, including tax-advantage cards, e-gifting, M-commerce, and E-commerce. Strategic alliances between brands, FinTechs, and PayTechs have led to innovative digital cards, virtual cards, and mobile gift cards, making gifting more convenient and accessible than ever before.

Table of Contents:

1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation

TypeE-gifts CardsPhysical Gift CardsDistribution ChannelOfflineOnlineGeographyNorth AmericaEuropeAPACMiddle East And AfricaSouth AmericaCard Type

7 Customer Landscape
8 Geographic Landscape
9 Drivers, Challenges, and Trends
10 Company Landscape
11 Company Analysis
12 Appendix

About Technavio

Technavio is a leading global technology research and advisory company. Their research and analysis focuses on emerging market trends and provides actionable insights to help businesses identify market opportunities and develop effective strategies to optimize their market positions.

With over 500 specialized analysts, Technavio’s report library consists of more than 17,000 reports and counting, covering 800 technologies, spanning across 50 countries. Their client base consists of enterprises of all sizes, including more than 100 Fortune 500 companies. This growing client base relies on Technavio’s comprehensive coverage, extensive research, and actionable market insights to identify opportunities in existing and potential markets and assess their competitive positions within changing market scenarios.

Contacts

Technavio Research
Jesse Maida
Media & Marketing Executive
US: +1 844 364 1100
UK: +44 203 893 3200
Email: media@technavio.com
Website: www.technavio.com/

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Foresite Named 2026 Google Cloud Security Partner of the Year for North America

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Recognition highlights leadership in practitioner-governed, AI-enhanced security operations

OVERLAND PARK, Kan., Apr. 21, 2026 /PRNewswire/ — Foresite Cybersecurity today announced it has been named the 2026 Google Cloud Security Partner of the Year in the North America category, presented at Google Cloud Next ’26 in Las Vegas.

Foresite named 2026 Google Cloud Security Partner of the Year

Organizations looking to operationalize AI-driven security on Google Cloud can learn more at next.foresite.com.

Foresite delivers fully managed security operations on Google Security Operations (SecOps), enabling customers to detect and respond to threats in seconds, reduce investigation fatigue, and maintain continuous audit readiness without expanding internal teams.

Operating as the human control layer for AI-driven security, Foresite combines Google’s agentic investigation capabilities with practitioner-validated accountability. Every autonomous investigation is reviewed and authorized by a named analyst before response actions are executed, giving customers clear visibility into how decisions are made and risk is managed.

“The Google Cloud Partner Awards honor the strategic innovation and measurable value our partners bring to customers,” said Kevin Ichhpurani, President, Global Partner Ecosystem and Channels, Google Cloud. “We are proud to name Foresite a 2026 Google Cloud Partner Award winner, celebrating their role in driving customer success over the last year.”

As a Google Cloud Premier Partner with Security and MSSP specializations, Foresite delivers managed services through its Catalyst platform — extending Google SecOps with operational governance, automation, and continuous compliance capabilities. Over the past year, the company expanded its SecOps delivery practice while sustaining 96% customer retention, reflecting growing demand for managed, AI-enhanced security operations.

Across its managed services portfolio, Foresite delivers a 90% reduction in mean investigation time and sub-15-second automated threat response for its customers — enabling security teams to focus on strategic risk decisions rather than alert triage.

Foresite’s approach to managed security operations on Google Cloud was the subject of an independent Technical Validation by Enterprise Strategy Group (now part of Omdia), commissioned by Google in August 2025. The report examined how Foresite’s Catalyst platform extends Google Security Operations to deliver threat detection, investigation, and response for organizations at varying levels of security maturity.

“Our Technical Validation of Foresite’s Catalyst platform examined how practitioner-led governance can extend Google Security Operations to deliver measurable detection and response outcomes. Google Cloud’s Partner of the Year recognition independently confirms what our analysis identified — that platform-native expertise, rather than tool access, is what differentiates managed security outcomes for mid-market and enterprise organizations.”— Tony Palmer, Practice Director, Omdia (formerly Enterprise Strategy Group).

“We’re entering an era where AI can investigate threats at machine speed,” said Jeremy Hehl, Chief Evangelist at Foresite. “Enterprise organizations need confidence that those decisions are governed and aligned to real business risk. This recognition from Google Cloud reinforces our focus in helping customers operationalize AI security at scale.”

Foresite is showcasing its Agentic SOC capabilities at Google Cloud Next ’26, demonstrating how security teams can move beyond alert monitoring to govern autonomous response using Google SecOps, Google Threat Intelligence, and AI security controls.

Foresite is purpose-built for organizations that need enterprise-grade security operations without enterprise-scale friction. The company delivers the operational rigor and platform expertise these organizations require to run Google SecOps effectively — without the overhead of building and staffing a full internal SOC.

About Foresite Cybersecurity
Foresite Cybersecurity is a Google Cloud Premier Partner providing managed security operations, compliance automation, and threat intelligence services. Through its Catalyst platform, Foresite helps organizations operationalize AI-driven security with practitioner-led governance and measurable risk reduction. Learn more at foresite.com.

Media Contacts 
Claire Simpson Director of Global Brand & Strategic Marketing
Tim Suwandhaputra VP, Go-to-Market
press@foresite.com

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Tredence Awarded 2026 Google Cloud Global Industry Solutions Partner of the Year Award for Retail

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Trusted for driving the data & AI strategy for 8 of the top 10 retailers, powering $2 trillion in retail revenue

LAS VEGAS and BENGALURU, India, April 21, 2026 /PRNewswire/ — Tredence, a global AI and data science solutions company, today announced it has been named the 2026 Google Cloud Services & Industry Solutions Partner of the Year for Retail. This award reflects Tredence’s demonstrated ability to deliver measurable customer impact at scale. Notably, this is Tredence’s third such distinction, having previously been recognized in CPG and Gaming, a testament to Tredence’s unmatched depth, breadth, and impact across the industries it serves.

For the world’s leading retailers, Tredence has consistently delivered the full AI transformation journey — migrating, modernizing, and deploying scalable AI applications and agents on Google Cloud, powered by Vertex AI and Gemini Enterprise. In FY25, Tredence drove transformative impact across 25+ strategic retail accounts spanning four continents, delivering measurable business outcomes and accelerating Google Cloud adoption at unprecedented scale. Tredence’s impact has been defined by three core motions:

Modernization at scale, building agentic foundations – Tredence executed some of the world’s most complex retail cloud migrations, including the largest-ever cloud migration in retail history, migrating 12 petabytes of data for 40,000+ analytics users with 100% operational continuity, and a landmark platform overhaul delivered ahead of schedule, reducing total cost of ownership by 20–40% and building the unified data foundations that power agentic AI at scale.Accelerating agentic AI adoption – Tredence deployed 100+ AI/ML accelerators, including 10+ retail-specific multi-agent systems built on Vertex AI and Gemini Enterprise, eliminating up to 70% of manual effort, automating up to 98% of manual ticketing processes, and cutting temporary labor costs by 20%, compressing months of deployment into weeks across some of the most complex retail environments in the world.Delivering global impact at measurable scale – Tredence drove transformative outcomes across every retail format and across geographies unifying supply chain data across 20,000+ stores to automate retail media insights, deploying a full agentic platform in just 6 months for a major wholesale retailer, and delivering greenfield Google Cloud wins, proving that the Tredence and Google Cloud partnership delivers measurable impact across every retail segment and scale of ambition.

“The Google Cloud Partner Awards honor the strategic innovation and measurable value our partners bring to customers,” said Kevin Ichhpurani, President, Global Partner Ecosystem and Channels, Google Cloud. “We are proud to name Tredence a 2026 Google Cloud Partner Award winner, celebrating their role in driving customer success over the last year.”

“Winning Google Cloud’s Retail Partner of the Year reflects one thing: the outcomes we deliver for the world’s most admired retailers, consistently and at scale,” said Amanpal Dhupar, Vice President, Head of Retail at Tredence. “We are the trusted Data and AI partner for 8 of the top 10 global retailers and have built a team of world-class retail practitioners, a proprietary accelerator ecosystem powering over $2 trillion in global retail sales, and a last-mile operationalization capability.”

Tredence recently launched its Transformative Agentic Commerce Solution Accelerators at NRF 2026. Built on Google Cloud services, these accelerators can be customized for each retailer to address unique needs and deliver faster time-to-value.

Tredence will showcase these capabilities at Google Next, Booth #2911, at the Mandalay Bay Convention Center in Las Vegas.

About Tredence:

Tredence is a global AI and data science solutions provider focused on solving the last-mile problem in AI, the gap between insight creation and value realization. Tredence leverages deep domain expertise, data platforms and accelerators, and strategic partnerships to provide tailored, cutting-edge solutions to its clients. The company has 4,200+ employees across the San Francisco Bay Area, Chicago, Riyadh, London, Toronto, and Bengaluru, serving top brands in Retail, CPG, Hi-tech, Telecom, Healthcare, Travel, and Industrials. 

Logo: https://mma.prnewswire.com/media/1773052/Tredence_Logo.jpg

 

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dbt Labs Wins a 2026 Google Cloud Partner of the Year Award

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PHILADELPHIA, April 21, 2026 /PRNewswire/ — dbt Labs, the leader in standards for AI-ready structured data, announced today that it has received the 2026 Google Cloud Partner of the Year award for Data and Analytics: Data Pipelines and Governance. dbt Labs works together with Google Cloud to provide the foundation for an organization’s transition to AI leadership and innovation. The combination of rich data warehousing capabilities and the democratization of complex data transformation removes technical barriers, enabling analysts and business leaders to accelerate their time-to-value.

dbt Labs is being recognized for its achievements in the Google Cloud ecosystem, helping  joint customers manage data at scale on Google Cloud and turn it into trusted, actionable insights with speed and efficiency. Thousands of organizations run dbt on Google BigQuery globally, an integration designed to accelerate the delivery of trusted analytics and AI. By consolidating data transformation into a single, unified tool, joint customers quickly gain increased operational efficiency through advanced orchestration features. dbt Labs empowers customers to manage and trust results, ensuring high-quality data is ready to power analytics and AI initiatives both today and in the future.

“Every AI strategy needs to be underpinned by a standardized foundation and process to control, govern and document progress for high-quality, trusted results,” said Shawn Toldo, Vice President, Worldwide Partner Ecosystem at dbt Labs. “Together, dbt Labs and Google Cloud enable organizations to build that foundation for an AI-ready future. We are excited for the recognition and growing partnership with Google.”

dbt Labs is being recognized for its achievements in the Google Cloud ecosystem, helping  joint customers manage data at scale on Google Cloud and turn it into trusted, actionable insights with speed and efficiency. Thousands of organizations run dbt on Google BigQuery globally, an integration designed to accelerate the delivery of trusted analytics and AI. By consolidating data transformation into a single, unified tool, joint customers quickly gain increased operational efficiency through advanced orchestration features. dbt Labs empowers customers to manage and trust results, ensuring high-quality data is ready to power analytics and AI initiatives both today and in the future.

“The Google Cloud Partner Awards honor the strategic innovation and measurable value our partners bring to customers,” said Kevin Ichhpurani, President, Global Partner Ecosystem and Channels, Google Cloud. “We are proud to name dbt Labs a 2026 Google Cloud Partner Award winner, celebrating their role in driving customer success over the last year.”

This recognition is the latest example of dbt Labs’ momentum since launching on Google Cloud Marketplace one year ago. The partnership’s trajectory is driven by extensive global adoption and usage across diverse industries and a rapidly expanding community of active practitioners. Additionally, dbt Labs’ partner team earned two Google Partner All Star awards, reinforcing the deep collaboration and commitment to driving mutual success.

By bringing Google AI capabilities into dbt workflows, joint customers gain the trustworthy, well-documented, governed foundation that reliable analytics and AI demand. To learn more about how dbt Labs and Google Cloud are enabling AI-ready data pipelines, watch the on-demand webinar “Building dbt Models Faster with Google AI” at https://www.getdbt.com/confirmation/building-dbt-models-faster-with-google-ai-recording.

About dbt Labs
Since 2016, dbt Labs has been on a mission to help data practitioners create and disseminate organizational knowledge. dbt is the standard for AI-ready structured data. Powered by the dbt Fusion engine, it unlocks the performance, context, and trust that organizations need to scale analytics in the era of AI. Globally, more than 80,000 data teams use dbt, including those at Siemens, Roche and Condé Nast.

Learn more at getdbt.com, and follow dbt Labs on LinkedIn, X, Instagram, and YouTube.

 

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