Runa Blog | Product Releases, Industry News And More

Your gift card’s next big move? Tapping into a $300B+ B2B market

Written by Liz Edouard | Jul 10, 2025 9:00:59 AM

You don’t need another stat to know the B2B gift card opportunity is massive and growing fast. You've seen the demand from businesses looking to reward employees, incentivize customers, and retain gig workers. The question now isn’t why to get involved, it’s how to make the most of it.

Your brand is already trusted by consumers. That same trust is exactly what businesses are looking for in their reward and payout strategies. Whether it’s for employee recognition, customer loyalty, or market research incentives, digital gift cards are fast becoming the preferred payment method.

 

The growth numbers are still staggering B2B digital gift cards are expected to more than double in value by 2031, and corporate gifting is racing toward a trillion-dollar milestone. But the real opportunity lies in tapping into this momentum with the right partners, controls, and go-to-market strategy.

We’re here to help you capture your share of that growth without the complexity.

 

The new growth engine: B2B gift card use cases

Gift cards are becoming essential tools in a range of business-driven contexts. These are not just one-off campaigns - they’re recurring, embedded into the daily operations of some of the world’s most scalable platforms.

Here’s where leading merchants are gaining ground:

  • Employee rewards and recognition on HR and benefits platforms.

  • Marketing and sales incentives that convert leads and close deals.

  • Customer loyalty and retention programs that reward real engagement.

  • Gig economy payouts that deliver instant, flexible rewards to workers.

  • Refunds and goodwill gestures that preserve brand loyalty in a cost-effective way.

  • Gaming platforms using gift cards as in-game incentives or tournament prizes.

  • Digital experiences from wellness benefits to customer appreciation events.

All of this represents real, incremental growth. But here’s the reality: many merchants are leaving this revenue on the table.

 

Why gift cards underperform in B2B (and what to do about it)

Even the strongest consumer gift card program can struggle to gain traction in B2B if the infrastructure isn’t in place. Here's where merchants typically hit roadblocks:

  • Limited availability in key B2B channels like loyalty platforms or corporate gifting marketplaces.

  • Manual onboarding and operations that can’t scale or meet platform expectations.

  • Missed exposure to global demand, where your card could be featured in high-value programs across regions, currencies, and use cases.

This isn’t just about access. It’s about making sure your gift card is technically and commercially ready to win in B2B.

 

Scale business gift card sales with Runa

Runa solves these challenges at scale, giving you the infrastructure, access, and strategic support to compete - and win - in the B2B gift card space.

With a single integration, you can:

  • Expand into new business verticals, including HR, loyalty, gig, wellness, and research platforms.

  • Reach global audiences through real-time FX and localized delivery in over 190 countries.

  • Operate more efficiently, with no need to manage multiple contracts, integrations, or vendors.

  • Deliver a better experience, with 99.4% of consumers redeeming your card within 30 days.

  • Protect your brand, with enterprise-grade security, compliance, and payment fraud prevention.

  • Tap into always-on support, with Runa’s 24/7 customer service covering all end-user inquiries so you don’t have to.

  • Partner for growth, with Runa acquiring new business customers and unlocking additional revenue streams on your behalf.

This is about embedding your gift card into high-volume, recurring demand that is automated, scalable, and global.

 

Go where the growth is

Runa is the engine behind today’s most strategic digital payout, reward and incentive  use cases. We make your gift card available where and when business buyers are ready to reward, incentivize, and retain their audiences.

The right payment method and frictionless payment process can mean the difference between sitting on the sidelines and being a go-to option in high-volume corporate and platform-driven spend.

The bottom line? Your gift card belongs in more than just consumer storefronts. It belongs in the heart of modern business.

Let’s make sure it gets there - so it can work harder, reach further, and drive more.

Ready to unlock your gift card’s full B2B potential?

Reach out to your Partnership Manager or contact partnerships@runa.io  to get started.