Popular gift card website GiftCards.com has acquired Giftly, a two-year old startup that enables consumers to buy and deliver digital gifts via its website and free app. Terms of the acquisition were not disclosed.

San Francisco-based Giftly offers a platform that enables people to send gift credits to recipients based on their location when they redeem a gift, rather than issuing plastic cards, and requires zero point-of-sale integration.

fig icons GiftCards.com gives digital gifting startup Giftly an exit

In a statement, GiftCards.com CEO Jason Wolfe says he – unsurprisingly – considers digital and mobile gifting to be the “future of the industry” and that the Giftly deal was a “logical and exciting step” that involved the outright purchase of “an established partner in the fast-growing m-commerce space”.

Giftly will be rolled into the GiftCards.com operation but will maintain its offices in San Francisco, according to the statement.

The freshly acquired company had raised $2.8 million so far from investors including Baseline Ventures, SoftTech VC, Floodgate, Thrive Capital, and TechStars co-founder David Tisch.

Founded back in 1999, GiftCards.com says it is currently talking to a number of VC firms and strategic investors to raise its very first round of funding, in order to accelerate the combined companies’ growth.

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