Gift Cards in Colombia Are No Longer Given as Gifts: They're Self-Used and Send Sales Soaring.
Translated from the original Spanish article.
Gift cards are used directly by consumers in Colombia and generate more sales. This is how Ogloba's ALO model works.
💥 Gift cards in Colombia are no longer given as gifts: they're self-used and send sales soaring.
For years, gift cards were seen as a simple present. Today, in Colombia, they are becoming a powerful business tool. The shift is clear: they are no longer just handed over, they are now purchased and used directly by the person who receives them.
This increasingly common behavior is having a real impact on companies' loyalty, cashback and incentive strategies. And it's no small matter: when properly integrated, they send sales soaring.
📈 A growing market that can't be ignored.
According to the report Gift Card Market in Latin America – Forecast 2024–2028, the Colombian gift card market already exceeds USD 1,100 million, and is projected to grow steadily thanks to digitalization, corporate use and the adoption of B2B models.
At the same time, Colombian consumers have also changed: they value the freedom to choose how and when to use their benefit. That is why the gift card has stopped being a passive reward and has become an active means of payment with high perceived value.
🚀 ALO: the technology that connects the incentive with real behavior.
One of Ogloba's differentiators in Colombia is its ALO (Account Link Offer) solution, which makes it possible to analyze and maximize the real impact of gift cards on spending.
What does ALO do?
- Connects the consumer's anonymized bank data (with prior consent)
- Compares usual purchasing behavior with the behavior recorded when using a gift card
- Measures the increase in average ticket, purchase frequency and additional spend
What did Ogloba find?
💳 When a customer pays with a gift card, the cart value is multiplied by 2.15 compared with a purchase made with a bank card. See reference here
This confirms something key: the gift card doesn't just reward, it also drives purchases.
It acts as a silent trigger of consumption, without the need for aggressive discounts or friction in the checkout process.
🔧 Ogloba: we don't sell gift cards, we build technology so your program can evolve.
At Ogloba we are not just a card network. We are a technology platform specialized in evolving loyalty, incentive and corporate benefits programs.
We offer an end-to-end solution that includes:
- B2B catalog ready to distribute
- API integration into ecommerce and physical channels
- Order and report automation
- Connection with issuers such as Credibanco
- Omnichannel redemption technology
- Behavior analysis with ALO
All in one place, with a scalable platform that adapts to your business.
📦 Do you have a brand in Colombia? Are you a retailer, incentive platform or reseller?
Here is what you can achieve with Ogloba:
- You can join the Ogloba catalog and distribute your gift card without friction
- You can access cards from multiple brands if you are a reseller, an agency or you run benefits platforms
- You can measure the real impact on sales and loyalty with advanced analytics technology
🧠 In short:
- Gift cards are no longer simply handed over: they are activated, used and generate returns
- Colombia is going through a key moment in this industry
- And with Ogloba, your brand can be at the center of that opportunity
✉️ Want to see what this looks like in action?
Contact us.
We will show you how the ALO model works, how to join our distribution hub in Colombia and how to increase your sales with a technology solution ready for your business.
Also read more about how to boost your B2B sales by offering digital gift cards, here.