How gifts are actually bought
Someone buying a gift has an occasion, a relationship, a rough budget and a date, and no idea what to choose. They search for the occasion rather than the product. Corporate gifting is a separate business entirely: bulk orders with branding, delivery to many addresses, and an invoice, which consumer checkout cannot handle and which is the largest revenue in the category.
What we build for a gift service
First, curated catalogues by occasion, recipient and budget, since that is how the search actually runs and a product grid does not serve it. Second, personalisation and gift messages handled at ordering, which is the difference between a delivery and a gift. Third, delivery timing guaranteed to a date, because a gift arriving late has no value at all. Fourth, corporate ordering with branding, multi-address delivery and invoicing, the segment most gift shops never build for.