Asda, a UK-based subsidiary of Wal-Mart Stores, has extended its partnership with InComm, a Georgia-based marketer and distributor of gift and prepaid products, by launching gift cards at its self-service checkout areas in the stores.

The retailer also worked with InComm to make the gift cards available for purchase at its website

The new launch will allow customers to purchase third-party gift cards online and have the physical card delivered to their requested address.

The move by the companies came after their successful launch of gift cards in stores that now offer over 45 brands from multiple categories including retail, music, apps, digital content, gaming, lifestyle and entertainment.

With the launch of gift cards in over 200 stores, Asda has become the first retailer in Europe to implement the process, allowing customers to purchase third-party gift cards using a self-service checkout without the intervention of Asda staff.

Currently, there are over 25 different brands of gift cards to choose from, with further plans to expand the range soon.

Asda cards and lending head Katie Walley said they have recently renewed their long-standing partnership with InComm due to their continued dedication to the Asda account.

"They share our passion to deliver the right solutions to our customers which is fundamental to us delivering our ambitious plans for this developing category across both store and digital formats," Walley added.

InComm senior vice president and general manager Frank Monaco said, "InComm has a long-standing relationship with Asda and Walmart across the globe and these latest developments demonstrate our continued commitment to working closely with Asda in continuing to enhance the prepaid category in the UK."