Hey HundredEyes, the brands are accepting their own giftcard as payment so that won't be an issue!
You can see the Zeex app in action here: https://www.youtube.com/watch?v=LXnBEor6440
yes, I also understood this way. You will purchase giftcard and then with it there will be no limitations.
The only problem with gift cards is that you can have leftover funds on that card that you can not spend. Maybe some of the retailers are offering a transfer of those funds to new gift cards, but that's not up to Zeex.
I think that leftover founds can be transfer back to tokens or some crypto currency...