Abstract: The present invention extends to methods, systems, and computer program products for exchanging gifts anonymously. Embodiments of the invention facilitate conducting electronic commerce transactions while maintaining anonymity of a gift recipient relative to a gift sender. For example, online friends can exchange gifts in the physical world while maintaining privacy. Embodiments of the invention can be integrated into existing social networking and dating Web sites to provide additional user benefits on behalf of the Web sites. Social networking and dating Web sites can partner with online stores that pay the social networking and dating Web sites a commission on generated sales. A gifting site can implement a privacy fee to maintain user privacy. The privacy fee can be assessed to each transaction to purchase a gift.