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Giftiki , launching today, says it is a "gifting engine and social commerce platform that will alter the act of gift giving as we know it." The site was brought into existence because nowadays "with so many friends to appreciate--both online and off--it’s tough to give substantially to each and every one." The site has partnered with American Express, utilizing its new digital payments platform Serve as a "future redemption option" and while that's being set up, recipients can cash in their gifted dollars, converted into "Giftiki dollars" at Amazon.com and a number of brick-and-mortar retailers like Macy's and Starbucks, or choose to get the cash as a freely convertible AmEx gift card.
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