EcommerceBytes-NewsFlash, Number 2737 - February 10, 2012     2 of 5

Ruby Lane Marketplace Launches Gift Cards

Email This Story to a Friend

Antiques marketplace Ruby Lane has "soft launched" gift cards that can be used for purchases in any Ruby Lane shop. The Ruby Lane Advantage Gift Card can be purchased in the brand new Ruby Lane Gift Card Shop and is available in denominations of $10, $25, $50, $100, and $250. The cards are sent to recipients via email and can only be purchased using PayPal.

The Ruby Lane Gift Card is designed to increase sales throughout the site and is based on shop owner feedback and requests over the past several years. The cards solve problems for those who want to give an antique or collectible to a friend or family member but may not know exactly which item the recipient would appreciate.

The gift cards are now live, but the feature is in soft launch mode for 60 days or so, meaning that Ruby Lane will not yet market it in order to give shop owners time to become familiar with the new cards.

The company told sellers it plans to offer ongoing promotional sweepstakes and contests in the future in which winners receive a Ruby Lane Gift Card. "These are designed to create buzz and excitement around Ruby Lane and its shops as well as to increase sales."

Sellers can not opt-out of the program - anyone can purchase the cards, which can be gifted to anyone in the world. The cards can be used in any shop worldwide that is selling on Ruby Lane in U.S. dollars except those shops that do not ship to a part of the world where the buyer lives.

Recipients redeem their gift card using a new field for the card's code when they purchase an item. Gift Card users can apply one card per transaction.

Ruby Lane shop owners must "cash out" the gift cards they receive and can do so at any time within 60 days of when the "Place Order" button is used and after the P.O. has been finalized. The tool to cash out is found under "Accounting" on the Shop Owners Home page. Shop owners have the option to receive payment via PayPal or check.

FAQs for shop owners.

FAQs for shoppers.

The fine print.

About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to

You may quote up to 50 words of any article on the condition that you attribute the article to and either link to the original article or to
All other use is prohibited.