The Google Play Store is rolling out a major new feature, effectively transforming the platform into a digital gifting mall. Users can now purchase and send gift cards for dozens of major retailers, dining options, and entertainment services—including Google Play itself—directly through the Android app. This move streamlines the gifting process, allowing users to handle the entire transaction without ever leaving the Play Store.

This massive expansion comes through a strategic partnership with Blackhawk Network (BHN). BHN is a global leader in branded payment solutions. By combining BHN’s extensive portfolio of digital gift cards with Google Play’s staggering reach of over 2.5 billion monthly users across 190 markets, the companies are establishing a premier hub for digital gifting.

Finding and sending digital gift cards on Google Play Store

Finding the new option is simple. Users who have the feature enabled will see a dedicated “Gift cards” item appear within the profile menu. It’s available alongside options like “Payments & subscriptions.”

Once inside, users can browse cards in numerous categories, like retail, fashion, beauty, and travel. After selecting a brand and an amount ($15 to $100 for Google Play cards), the user chooses among virtual designs. The process is quick: simply enter the recipient’s email address or phone number, add a personalized message, and complete the purchase. The system then delivers a secure link to the digital card via email or text.

Convenience for Consumers, Revenue for Brands

For Google, this initiative achieves two strategic goals. First, it offers even more convenience from its huge digital store. As Google Play’s Global Head of Retail & Payments Marketing, Fernanda Murphy, noted, users can now “discover, purchase and send value without jumping between apps or sites.”

Second, it provides a powerful new retail channel for brands. By featuring gift cards across Play Store search results, in-app placements, and personalized promotions, Google offers brands a direct path to reach a massive consumer base. Analysts estimate that the digital gift card market will approach $1.5 trillion globally by 2032. The Google Play Store is now poised to capture a significant share of that growth.
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Source: ndroidheadlines.com