Case Study: The Home Depot B2B Gift Card Program

What’s Inside

The Challenge: Modernizing a High-Volume B2B Gift Card Program

As the world’s largest home improvement retailer, The Home Depot operates a high-volume B2B program selling gift cards in bulk to corporate, incentive, and commercial buyers across the United States and Canada. But their existing platform limited growth and creativity. Whether an important buyer needed something specific or the sales team spotted a new opportunity, they would get the same answer: it can’t be done.

For a company of doers, that didn’t work.

So The Home Depot B2B gift card team went looking for a modern platform—and a partner—ready to say yes to their customers and their ideas.

Key priorities included:

• Flexibility: Freedom to manage their own gift card designs and creative—and to roll out and adjust bulk programs—with autonomy and without custom development.
• A Secure, Modern Platform: Technology that stays current, with ongoing security and product updates built in.
• Scalable technology: A platform built to handle large bulk orders and a growing corporate buyer base.
• Seamless migration: Moving every existing bulk buyer to the new platform without a single break in how they order.
• A partner, not just a platform: Support to actively grow the program—bringing in new buyers and handling the day-to-day work—not just technology and a login.

Simply put: The Home Depot wanted to say yes to more B2B gift card sales.

The Solution: Flexible B2B Gift Card Technology

The eGifter Merchants™ platform is built to be modular. Brands can deploy a complete gift card technology solution or select only the components they need, when they need them. That flexibility appealed to The Home Depot.

Rather than replacing its entire gift card ecosystem, The Home Depot chose the pieces it needed. For starters, the eGifter B2B Sales Portal—a purpose-built, actively maintained and supported solution for high-volume corporate and bulk gift card sales. They added the eGifter Branded Rewards API, which eGifter builds and maintains, so their largest buyers—roughly 10% of the portfolio—could order programmatically without logging into the portal. And they brought in eGifter’s Program Management team to open new opportunities: finding new buyers and getting The Home Depot’s gift cards into more hands.

In practice, that means:

• A configurable platform: The team can launch and adjust B2B programs on their own timeline through configuration rather than custom development, so new buyer experiences and promotions no longer wait in a development queue.
• New ways to reach buyers: Through the Branded Rewards API, large buyers and distributors can pull The Home Depot’s gift cards directly into their own platforms and programs.
• New partners and channels: eGifter’s program management team actively grows the program—finding new buyers, handling buyer vetting and onboarding, and connecting The Home Depot with partners it couldn’t reach on its own.
• Seamless migration: Every existing bulk buyer moved to the new platform with no break in ordering—eGifter handled the transition with white-glove treatment, from live webinars and training to carrying over each buyer’s custom discounts, payment types, and order history intact.

Together, the eGifter B2B Sales Portal, the Branded Rewards API, and eGifter’s hands-on program management gave The Home Depot the flexibility, control, and support to expand what its B2B gift card program could deliver.

The Results: More Opportunities, Greater Growth

The new solution didn’t just modernize the program—it grew it. In the first year on eGifter, The Home Depot’s B2B gift card sales rose 18%, a remarkable jump for a mature gift card program.

That growth came from opening the program up, not just speeding it up. Program management brought in new buyers and connected The Home Depot with partners it hadn’t reached before, while the Branded Rewards API made the cards easy for the largest buyers to order at volume. Existing buyers, meanwhile, never felt the change—every one of them moved over without a break in how they order.

Results at a Glance

• 18% increase in B2B gift card sales in the first year
• Significant new-customer growth, driven by hands-on program management
• 100% of existing bulk buyers migrated with no interruption to ordering
• Live in 12 weeks, ahead of the 2023 holiday peak

Behind the numbers stood a close working partnership—eGifter operating as an extension of The Home Depot’s team at every step.

“eGifter wasn’t simply replacing a vendor—they became a true strategic partner. Their team executed a seamless migration, supported our customers throughout the transition, and consistently worked with us to bring our vision to life. The flexibility of the platform and the responsiveness of the team have played an important role in our continued growth.”

— Gift Card Manager, The Home Depot

Ready to grow your B2B gift card program?

eGifter’s modular platform helps brands grow B2B gift card sales, reach new buyers, and run it all on their own timeline—with as much hands-on support as you want, or none at all.

Let’s talk.