Abstract: The present invention provides an integrated web-based platform for merchants to create, process and manage gift card programs. Merchants can utilize the web-based platform to securely define and modify gift card program parameters, such as program dates, card denominations, discount percentages, and investment amounts. Merchants can subsequently monitor the status and performance of their gift card programs. The platform provides methods for presenting and processing consumer gift card transactions and payment of transaction commissions between merchants and the platform provider.