Why is the gift-buying process so important?

When someone buys a gift online, they don’t want to deal with complications. If your e-shop doesn’t clearly offer a gift-wrapping option, along with details about pricing or the ability to add a personal message, right on the product page or in the cart, customers will simply leave. And often not just without completing the purchase, but without coming back at all.

The Gift-Wrapping Service Isn’t Right for Every Segment

For some product categories, such as electronics (phones, TVs, etc.), gift wrapping simply doesn’t make sense.

On the other hand, for products like books, toys, jewelry, clothing, cosmetics, home decor, or household goods, gift wrapping is highly popular and in demand. These items are often bought as gifts, and offering a gift-wrapping service in these categories can be a strong advantage.

In areas such as cosmetics or jewelry, gift wrapping enhances the perceived value of the present and often becomes an essential part of the purchase. Clothing or children’s toys are other examples where gift wrapping plays a key role, especially during holidays or special occasions.

Common Problems and How to Solve Them

1. Communicate the service where customers expect it

The key is to make the service clearly visible. The best placement is as a roll-up or selectable option on the product page and directly in the shopping cart.

Surprisingly, up to 68% of e-shops don’t offer the option to mark a product as a gift directly on the product page or in the cart — missing a crucial moment to convert a potential gift buyer.

Another important aspect is the description of the service itself. It’s not enough for a customer to simply tick a checkbox indicating that they want the product wrapped as a gift — they also want to know what the gift wrapping will look like, whether delivery to a different address is possible, and if they can include a personalized message.

Finally, the customer needs to clearly see how much the entire service will cost. Transparency and detail help build trust and increase the likelihood that the customer will actually use the gift-wrapping option.

Additionally, it’s important to reassure the gift giver that the gift will not include an invoice, which can instead be sent separately, for example via email.

If you offer the customer a clear service name,  such as “Gift Wrap”  along with a clear and accessible description (for example, displayed on hover or in a popup where all details are available), the customer will have no doubts about what the service includes.

Unclear Pricing

When creating a clear description for gift wrapping, don’t forget to list the cost for each service, whether it’s wrapping, shipping, or including a personalized message.

Beyond visible placement, it’s crucial to provide a clear summary in the shopping cart, showing the total cost of gift wrapping along with the order.

This transparency is not just aesthetic or informative, it directly impacts conversion rates. A better UX can increase checkout conversions by up to 35%. Even though gift options may represent a smaller portion of the order, they are a critical touchpoint for trust and order accuracy.

OpiTip: If the price for gift wrapping or other services is too high, the customer may abandon the order and leave the e-shop. Check competitor pricing to understand how to set your prices effectively for your product portfolio.

Uncertainty in Shipping Options

Customers ordering gifts often appreciate the option to ship directly to the recipient, to a different address. Offering this saves the customer time and hassle. If your e-shop doesn’t support this option, you need to handle gift delivery yourself. By doing so, you save the customer time, which can lead to repeat purchases and increased loyalty.

Gift Wrapping During the Season

During peak shopping season (October to December), it’s important to highlight gift-related information, such as the last order date to guarantee delivery before key seasonal events. This information should be detailed so customers have a clear understanding of delivery timelines.

Visualization is Key

Showing customers how the gift will look is crucial. It allows them to visualize what the recipient will receive, increasing confidence in the purchase process. Whether it’s a gift box, ribbon, personalized note, or packaging, seeing the presentation helps customers feel assured that their gift will look exactly as expected.

When processing a gift order, adapt the address form. Around 81% of e-shops use the same fields as for regular orders, which can confuse customers. Simple adjustments, like clearly labeling the field as the recipient’s address or hiding unnecessary fields, make the purchase process clearer and more enjoyable.

A Smooth Customer Journey

While gift wrapping peaks during holidays, it’s relevant year-round, for birthdays, anniversaries, or other special occasions. That’s why it’s essential to analyze your website’s UX to ensure the gift process is intuitive and functional.

If customers find the gift-wrapping options unclear or confusing, it can affect their decision to purchase. Every detail, from intuitive product selection to delivery at the correct address, impacts customer satisfaction.

If you want to ensure your site is UX-friendly for gift purchases, contact us. Our consultants will help make your e-shop clear, efficient, and enjoyable for customers.