Google, with basically zero fanfare, has turned the Play Store into a one-stop shop for more than just apps and movies. As spotted by 9to5Google, an update rolling out now adds the ability to buy and send digital gift cards for a wide range of retailers directly from the Play Store app.
An interesting, convenient addition
You never have to leave Google’s warm embrace, even when buying gifts
The feature lives in the account menu, tucked between Payments & Subscriptions and Play Protect. Tap into the new Gift Cards section, and you’ll be greeted with a carousel of Top Brands that goes well beyond Google’s own ecosystem. Sure, you can still send Google Play credit, but now you’ll also find Starbucks, Disney, Target, AMC Theatres, Adidas, and even some unexpected players like Bass Pro Shops and Delta Airlines.
Gift cards are available in values ranging from as little as $10 to as much as $500, depending on the retailer. After choosing one, you can select from a handful of digital card designs, enter a recipient’s email, and even include a short message. Delivery happens digitally via email or text message, with redemption handled through a code sent in the link.
The new storefront is powered by Blackhawk Network, the same digital payments provider that handles gift card distribution for a wide swath of retailers. According to Google, brands will get increased visibility through “key in-app placements and personalized promotions,” while users get a frictionless way to send store credit without leaving the Play Store.
It’s an odd fit at first glance — buying Bass Pro Shops credit from the same app you use to download TikTok updates — but it makes a certain kind of sense. By centralizing gift card purchases inside the Play Store, Google is turning its app store into a broader marketplace, one that quietly edges into Amazon and PayPal’s turf.
The marketplace is still rolling out, so you may not see it right away. But once it lands, the next time you need a last-minute Starbucks gift for a coworker or movie tickets for a friend, you won’t have to hunt down a separate app or website, it’ll all be waiting inside the Play Store.
