Ten merchants have signed on to use First Data Corp.’s eGift Social system for sending virtual gift cards online, the Atlanta-based transaction processor announced Dec. 17.

The eGift Social initiative works on Facebook Inc.’s website to enable consumers to give as gifts coupons redeemable for specific items, according to First Data, a unit of the Kohlberg Kravis Roberts & Co. private-equity firm. For example, Burger King Corp. uses the system to enable consumers to gift a Whopper burger, and Kahala Corp.’s Cold Stone Creamery allows for gifting of specific ice cream concoctions.

The other merchants using eGift Social are Sears Holding Corp.’s Sears and Kmart stores, Sephora USA Inc., Trans World Entertainment Corp.’s f.y.e. stores, Dots LLC, Boston Market Corp., Culver’s Franchising System Inc., and Ignite Restaurant Group’s Joe’s Crab Shack.

“These are household-name merchants who recognize the scale and power of social platforms like Facebook and the potential for gift-giving in that virtual world,” Dom Morea, First Data’s division manager of mobile commerce solutions, said in a press release.

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