Why Gifting Is the Biggest Missed Opportunity in Ecommerce
Online shopping has become an integral part of daily life, with consumers turning to digital platforms for everything from essentials to luxury items.
Despite the rapid advancements in ecommerce, one area remains notably underdeveloped: online gifting.
While purchasing for oneself has been streamlined, sending gifts to others often involves cumbersome processes that deter potential buyers.
The Evolution of Ecommerce and the Gifting Gap
Since the first secure online transaction in 1994—a sale of Sting’s album Ten Summoner’s Tales—ecommerce has transformed dramatically.
Today, it's a multi-trillion-dollar industry, with projections estimating global sales to surpass $8 trillion by 2027.
Younger generations, particularly Millennials and Gen Z, are driving this growth, favoring online shopping for its convenience and accessibility.
However, while buying for oneself online is straightforward, gifting remains a challenge.
Traditional online stores often lack features that facilitate easy gifting, such as address collection, personalization options, and multi-recipient capabilities.
This gap presents a significant opportunity for ecommerce brands to differentiate themselves by offering seamless gifting experiences.
Challenges in Online Gifting
The current online gifting process is fraught with obstacles.
To send a gift, one typically needs the recipient's address, which may not be readily available.
Alternatively, shipping the gift to oneself for manual forwarding adds time and cost.
Personalization options are often limited, and sending gifts to multiple recipients requires repetitive transactions.
These hurdles can lead consumers to opt for impersonal solutions like generic gift cards, sacrificing the thoughtfulness of the gesture.
The Corporate Gifting Market: A Missed Opportunity
Corporate gifting is a substantial segment of the market, valued at approximately $919.94 billion in 2025 and projected to reach $1.25 trillion by 2029
(Source: The Business Research Company).
Despite this, many businesses struggle with the logistics of sending gifts to clients, employees, or partners.
The lack of efficient online gifting solutions means companies often resort to time-consuming manual processes or expensive third-party services.
Innovative Solutions: Zest and Mallshark
Recognizing the need for improved online gifting experiences, platforms like Zest have emerged.
Zest allows ecommerce brands to integrate gifting features directly into their websites, enabling customers to send gifts via email, text, or link—without needing the recipient's address.
This approach simplifies the process, making it more appealing for both individual consumers and businesses.
Similarly, platforms like Mallshark offer curated selections of products suitable for gifting, providing users with a convenient way to find and send thoughtful presents.
By streamlining the selection and delivery process, such platforms enhance the overall gifting experience for both senders and recipients.
The Future of Ecommerce Gifting
As consumer expectations evolve, ecommerce brands must adapt by incorporating user-friendly gifting options.
Features like address-free delivery, personalization, and bulk sending capabilities can transform the online gifting landscape.
By addressing the current shortcomings, businesses can tap into a lucrative market segment, foster customer loyalty, and stand out in a competitive environment.
In conclusion, while ecommerce has made significant strides, the gifting aspect remains ripe for innovation.
By embracing platforms that simplify the gifting process, brands can meet the growing demand for convenient, personalized, and efficient online gift-giving solutions.