Facebook is continuing to experiment when it comes to building e-commerce and shopping into its platform, and continued the expansion Thursday with the announcement of a Facebook Gift Card. It’s a traditional plastic gift card that can be re-loaded through Facebook and stores credits for a variety of popular retailers.
Users can purchase credits to stores like Target, Sephora, or Olive Garden through Facebook, and a plastic card will be sent to their Facebook friend with the credits built into the card. It’s reusable and can hold multiple credits at once, which friends can send to each other on the site.
The move comes as Facebook has worked to build out its Facebook Gifts product this fall, which allows users to pick out physical gifts on the site like chocolates or wine and have them sent to a friend. Facebook Gifts was rolled out to all users in December and is expanding the number of gifts offered on the site.
However, Facebook did not report revenue from the Gifts program during its earnings call Wednesday and said it’s still working to make the Gifts product more widespread. Recognizing that plastic gift cards are still popular makes sense, especially since it allows brands to sell products through their pages on the site.