Conclusion: broad acceptance of 'group gifting' so only a matter of time?
Posted: Sun May 25, 2025 5:48 am
Option 1. The 'independent' gift shop: EasyGiven
EasyGiven has recently become active in the Netherlands: a gift shop focused on buying and giving gifts together. Thanks to a strong network of affiliated webshops (including Bijenkorf & CoolBlue), EasyGiven offers a large online range of gifts. But more importantly: EasyGiven ensures that users can easily and smoothly collect the desired amount together. The affiliated webshops then only have to ensure that the gift is delivered to the desired address.
2. Easy Given
Option 2. 'Group gifting' at the 'regular' webshop
Another logical party to support 'group gifting' is of course the webshop itself. The American e-commerce giant eBay already does this: it offers its customers the possibility to choose a gift on eBay and buy it together with a group. However, we see very few of these types of functions. This can probably be explained by the very strict regulations.
3. eBay Group GiftsThe principle of organizing a joint gift sounds simple: you collect money from all participants and then spend it. But in practice, this is very complex, especially due to strict regulations. "Because we collect money from third parties and also temporarily hold it, we seem to be a kind of electronic money institute, or EGI", says Alexander van Andel of EasyGiven. "EGIs are subject to very strict banking rules of the Dutch Central Bank, which have only been tightened further in recent times."
But EasyGiven complies with all the rules regarding EGIs and is affiliated with the latvia phone number list Thuiswinkel Waarborg organization. This makes them a potentially very interesting partner for retailers. Should EasyGiven decide to also offer their service (for example via white label) to large webshops such as wehkamp.nl and Bol.com , then the awareness and embrace of group gifting could go a lot faster.
Option 3. 'Group gifting' via 'social discovery' platforms
In addition to the 'classic' webshops, there is another type of platform that can benefit from 'group gifting'. The rapid rise of Pinterest proves the value of 'social discovery': inspiring grazing areas where consumers can find ideas. Pinterest competitor Fancy goes a step further than just offering inspiration: it offers its users the opportunity to buy the find directly with a group.
4. Fancy Group Gift
The 'group buy' tool allows users to organise a group gift, invite fellow givers and deliver the gift directly to the lucky recipient. If the gift plan does not receive enough contributions, the collected amount will be automatically refunded.
Looking at the developments, success seems to depend mainly on which party offers the 'group gift' tool. Wrapp makes it clear that giving each other gifts online has a right to exist. EasyGiven offers a dedicated gift shop and facilitates joint payments. This would of course be even more interesting if this functionality were also offered by the large e-tailers. Or perhaps it is not the webshops, but rather the inspiration platforms, such as Pinterest and Fancy, that will ensure the breakthrough of 'group gifting'. In any case, enough reason to assume that the awareness and use of 'group gift' tools could well take off.
EasyGiven has recently become active in the Netherlands: a gift shop focused on buying and giving gifts together. Thanks to a strong network of affiliated webshops (including Bijenkorf & CoolBlue), EasyGiven offers a large online range of gifts. But more importantly: EasyGiven ensures that users can easily and smoothly collect the desired amount together. The affiliated webshops then only have to ensure that the gift is delivered to the desired address.
2. Easy Given
Option 2. 'Group gifting' at the 'regular' webshop
Another logical party to support 'group gifting' is of course the webshop itself. The American e-commerce giant eBay already does this: it offers its customers the possibility to choose a gift on eBay and buy it together with a group. However, we see very few of these types of functions. This can probably be explained by the very strict regulations.
3. eBay Group GiftsThe principle of organizing a joint gift sounds simple: you collect money from all participants and then spend it. But in practice, this is very complex, especially due to strict regulations. "Because we collect money from third parties and also temporarily hold it, we seem to be a kind of electronic money institute, or EGI", says Alexander van Andel of EasyGiven. "EGIs are subject to very strict banking rules of the Dutch Central Bank, which have only been tightened further in recent times."
But EasyGiven complies with all the rules regarding EGIs and is affiliated with the latvia phone number list Thuiswinkel Waarborg organization. This makes them a potentially very interesting partner for retailers. Should EasyGiven decide to also offer their service (for example via white label) to large webshops such as wehkamp.nl and Bol.com , then the awareness and embrace of group gifting could go a lot faster.
Option 3. 'Group gifting' via 'social discovery' platforms
In addition to the 'classic' webshops, there is another type of platform that can benefit from 'group gifting'. The rapid rise of Pinterest proves the value of 'social discovery': inspiring grazing areas where consumers can find ideas. Pinterest competitor Fancy goes a step further than just offering inspiration: it offers its users the opportunity to buy the find directly with a group.
4. Fancy Group Gift
The 'group buy' tool allows users to organise a group gift, invite fellow givers and deliver the gift directly to the lucky recipient. If the gift plan does not receive enough contributions, the collected amount will be automatically refunded.
Looking at the developments, success seems to depend mainly on which party offers the 'group gift' tool. Wrapp makes it clear that giving each other gifts online has a right to exist. EasyGiven offers a dedicated gift shop and facilitates joint payments. This would of course be even more interesting if this functionality were also offered by the large e-tailers. Or perhaps it is not the webshops, but rather the inspiration platforms, such as Pinterest and Fancy, that will ensure the breakthrough of 'group gifting'. In any case, enough reason to assume that the awareness and use of 'group gift' tools could well take off.