A method and a system convert the value of a gift card for use with a mobile device. A gift card listing of gift cards available for exchange offers is generated in a gift card exchange market. A captured digital image of a first gift card from a first issuer from a first digital payment account is transferred to a second digital payment account. The captured digital image of the first gift card is for use by a second user. A captured digital image of the second gift card from the second issuer from a second digital payment account is transferred to the first digital payment account. The captured digital image of the second gift card is for use by a first user. The first gift card and the second gift card are listed for exchange in the gift card exchange market.