A card can hold multiple gift balances, each dedicated to a specific retailer, Facebook said.
The world's No. 1 social network, with more than one billion users, Facebook is gradually offering more retail services, though it relies on advertising for the bulk of its revenue.
Last year, it launched a feature that allows users to send retail goods, such as sunglasses and pastries, to their friends on the social network.
Facebook Finance Chief David Ebersman tempered expectations about the new gifts business in its quarterly earnings conference call with analysts on Wednesday.
While Facebook believes online commerce has "long-term potential," the current revenue from such efforts is very small and will remain so throughout the year, said Ebersman.
Shares of Facebook fell 13 cents at $31.10 in mid-day trading.