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Zeek, Europe’s largest gift card marketplace, is now accepting Bitcoin payment, making high street and supermarket purchases using the digital currency possible for thousands of UK consumers.

Using the platform, which enables consumers to buy and sell gift cards at discounted rates, Bitcoin users can shop with major high street retailers such as John Lewis or Debenhams, supermarkets such as Sainsbury’s and Morrisons, and household name restaurants such as Nando’s and Pizza Express.

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