ASDA, Walmart’s U.K supermarket chain, launched a B2B e-commerce “storefront” last week that features a corporate gift card service designed to enable businesses to reward employees and loyal customers.

The new gift card service, located on ASDA’s retail website, ASDA.com, was provided by First Data Corp., a provider of payments technology and services. The web portal, termed a storefront, “enables companies to reward and incentivize their employees with ASDA gift cards,” says Katie Walley, head of money and mobile at ASDA.

To access the gift cards services, businesses register on the portal. Once approved, B2B buyers log in to the portal and submit gift card orders from one to thousands. Cards can be activated immediately or at a later data, First Data says.

The corporate gift service enables businesses to offer gift cards via the ASDA portal without diverting internal resources to manage a corporate gifting program, says Dom Morea, senior vice president and head gift solutions at First Data.

First Data also provides ASDA with other services and tools including sales and marketing, customer service and support, security and fraud monitoring, fulfilment, and web analytics tracking.

In addition to its e-commerce site, ASDA has more than 600 stores in the U.K. offering general merchandise and groceries. The company also has gas stations at 21 store locations.

For the first fiscal quarter ended April 30, Walmart reported sales in its international segment of $27.09 billion, down 3.5% from $28.08 billion in the same period last year. The international segment includes ASDA in the U.K. and retail stores and websites in Argentina, Brazil, Canada, Chile, China, India, Japan, Mexico and countries located in Africa and Central America.

Walmart did not break out online sales or total sales by country.

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