Checkout & Payments
Gift message & gift wrapping
Message cards; multi-box wrapping
In one sentence
What it is
Gift message and gift wrapping let a shopper add a personal message and choose wrapping at checkout, so an order sent as a gift arrives looking and feeling like one, without the sender ever touching it.
How it works
What it does
At basket or checkout, the shopper can mark an item or order as a gift, write a personal message that's printed and included with the delivery, and choose from configured wrapping options — which can vary by product, since not everything can be physically wrapped in the same box. Wrapping is restricted to eligible SKUs the brand configures, and pricing (free or paid) is set per brand. It runs through the same basket and fulfilment flow as a normal order, so gift orders don't need separate handling to ship correctly.
The problem it solves
Why it matters
For the brand
Gifting is a major seasonal and everyday occasion for most product categories, and shoppers who can't add a message or wrapping either abandon to a competitor who offers it, or buy the gift and separately arrange wrapping themselves — meaning the brand's box arrives looking like any other delivery, with no branded gifting moment at all.
For their customers
Sending a gift that needs wrapping and a card separately from where it was bought is extra effort most people would rather avoid — a trip to a shop, or a plain box that doesn't feel like a gift when it arrives.
For shoppers
How it benefits shoppers
- Add a personal message at checkout, without writing or posting a card separately.
- Choose gift wrapping so the item arrives looking like a gift, not a plain delivery.
- Send a gift directly to the recipient without ever seeing the unwrapped product themselves.
- Keep the message private from any packing slip or invoice included in the box.
For the brand
How it benefits the brand
Captures gifting occasions that would otherwise be abandoned or fulfilled elsewhere
Conversion rate during gifting seasons
Paid wrapping is a configurable incremental revenue line
Attach rate, incremental revenue per order
A branded gifting moment reaches the recipient, not just the buyer
Brand exposure to new potential customers
Restrict wrapping to SKUs that can be wrapped properly, protecting delivery quality
Delivery damage / complaint rate
In practice
What it looks like
- 1
A shopper buys a candle as a birthday gift for a friend and ticks 'this is a gift' at checkout.
- 2
They write a short personal message in the gift note field.
- 3
They select a wrapping option from the choices available for that product.
- 4
The order ships wrapped, with the message included and no invoice showing price to the recipient.
Where it lands hardest
Strong use cases by industry vertical
Health & nutrition
Weak fit generally — supplements are rarely gifted, though gift-message alone can suit wellness gift sets.
Beauty & personal care
A strong fit — beauty is one of the most commonly gifted categories, and wrapped gift sets are a core seasonal driver.
Food, drink & FMCG
Good fit for gift-oriented lines like hampers, drinks gift sets and confectionery, less relevant to everyday grocery replenishment.
Pet care
Niche but real — pet gift sets and treat boxes are a growing seasonal gifting occasion.
Fashion & apparel
Strong fit, particularly for accessories and smaller items that wrap well; larger garments may need specific wrapping SKUs configured.
Luxury & premium
One of the strongest fits — premium wrapping and a personal message are part of the expected experience at this price point.
Common questions & objections
What clients usually ask
Why the platform version wins
Because gift options are part of the standard basket and fulfilment flow rather than a separate gifting subsystem, they scale to peak volumes the same way any other order does — no manual queue that backs up in the run-up to a gifting season.