From yesterday (January 31), US Facebook users can give their friends one reusable gift card, enabling them to redeem certain services from retailers and companies.
The scheme is called Facebook Card and launches on a phased basis in North America with Jamba Juice, Olive Garden, Sephora and Target as its initial partners.
Users select a gift for their Facebook friend from the Gift Cards & Digital category, and then choose the value and complete the purchase.
The friend will then be notified instantly about the gift and receive a physical Facebook Card in the post a few days later.
After it arrives, the person can use the card at the chosen retailer for the amount that has been gifted.
The card is also reusable, and so it can be topped up the next time someone gives another gift from that company.
In a blog post, Facebook explained: "Your card can hold multiple gift balances, and each balance is dedicated to the retailer associated with the gift.
"For example, you might have gift balances of $100 at Sephora, $75 at Target, $50 at Olive Garden, and $8.25 at Jamba Juice.
"You can view your gift balances in your account settings on Facebook from your phone or desktop. Facebook will let you know when balances change by sending a real-time notification to your phone."
Facebook said that the ability to send a Facebook Card gift will roll out gradually first to people in the US.
It has not yet confirmed an international launch for the feature, although that seems likely.
The social network has been quietly forging into e-Commerce over the past year, and has already introduced Facebook Gift, a platform that allows users to select and send gifts to other users.
Facebook also teamed up with Apple last autumn to enable its users to send each other iTunes gift cards.
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