Patent ID: 8719172

Claim:
A system, comprising: at least one computing device; and a non-transitory computer readable medium comprising an application executable by the at least one computing device, the application comprising code that, when executed by the at least one computing device, causes at least one processor of the at least one computing device to perform actions comprising: authenticating credentials of a user account, the user account associated with a user profile in an electronic commerce system; identifying an order in the electronic commerce system for at least one product, the order placed by a first user accessing the user account using the credentials associated with the user account in the electronic commerce system; designating the at least one product associated with the order as a gift; hiding an identity of the at least one product associated with the order that is designated as a gift; detecting when the at least one product designated as a gift arrives at a destination associated with the order; revealing the identity of the at least one product when the at least one product arrives at the destination; and associating a security measure with the order, the security measure requiring at least one additional level of authentication in addition to the credentials that are associated with accessing the order, wherein the at least one additional level of authentication is used before the gift arrives at the destination.