Abstract: A computer-implemented gifting system is proposed in which a computer system generates a gift card associated with a payment account of a giver. The gift card is transmitted to a recipient, who may present the gift card to a merchant to redeem the gift card. The payment account is debited only if and when the gift card is redeemed. Thus, the giver can give the gift card secure in the knowledge that he will only have to make a payment if the recipient uses the gift card. Preferably, the giver has the option to associate the gift card with a particular product, or a particular class of product, so that the giver can ensure that the gift card can only be redeemed for that product or class of products. Alternatively or additionally, the gift card may be associated with a predefined limit value, such that it can be redeemed for products only up to the predefined limit.