Google has added a new “Gift Cards” section to its Play Store app, allowing users to purchase digital cards directly from the platform. Users can now choose cards from different brands and gift them to loved ones.

Gift Card Scams Could End

The new “Gift Cards” section launched in Google Play aims to minimize these risks by ensuring users only make transactions through official channels.

Android users can now see the “Gift Cards” option when they tap their profile icon in the Play Store app. This new section is located between the Payments and Play Protect sections. It lists digital gift cards from brands across categories such as beauty, travel, technology, fashion, restaurants, and entertainment. The most popular brands are displayed in a dedicated, horizontally scrollable area.

The purchasing process is quite simple. After selecting their preferred gift card, users can enter the recipient’s email address and add a personal message. The recipient can easily redeem their gift balance via a link sent to them via email or text message.

Google implemented this feature in partnership with global payment solutions provider BlackHawk Network. According to BlackHawk Network reports, the digital gift card market is expected to reach $1.5 trillion by 2032. Google Play’s user base of over 2.5 billion creates significant sales potential for brands in this area.

Google has recently added a series of security and personalization-focused updates to the Play Store. The company has made changes to its Play Points rewards program and implemented new verification rules to prevent fraudulent applications. As part of this strategy, the new gift card feature aims to direct users to trusted and official shopping channels.