Reuters said that last year, the buzzword in e-commerce was Groupon and its myriad of competitors that offered daily online coupons to entice shoppers in a down economy. Now, the latest fashion in retail is social gifting, where people get together on Facebook to buy each other gifts.

Start-ups such as Sweden-based Wrapp, which is launching its U.S. business on Monday, are getting millions of dollars in venture-capital funding.

“Brick-and-mortar retailers are all looking for new, more efficient ways to drive sales into stores without diluting their brands … we wanted to really see how retailers can leverage the megatrends of smartphones and social networks,” Hjalmar Winbladh, chief executive of Wrapp, told Reuters.

Wrapp’s mobile and web service allows you to buy gift cards for friends through Facebook, which can be redeemed via the Wrapp mobile app in stores.

The company has more than 25 retailers in the US signed up to use the service, including Gap, H&M;, and Sephora.