NBC Universal continues to roll out new targeted web efforts with the launch of its most current, GiftDivvy.com, reports MediaPost.

Part social network and part e-commerce site, GiftDivvy provides a means to facilitate a group of friends buying a single gift in tangent. Networks of friends communicate on what to buy and how much everyone is chipping in, until a final equation is decided-upon. One member is then designated to make the purchase.

A stripped-down version of GiftDivvy has already been introduced as a widget for Facebook members. A stand-alone site, meant to reach shoppers a bit older than the average Facebook member, will launch in the near future. It will partner with Amazon for that launch.

NBCU is planning a scaled-down marketing effort for the site's launch, pinning most of its hopes on people discussing it amongst themselves to generate interest.

While GiftDivvy seems like a good match with NBCU's iVillage and its wedding and other registries, the firm has no current plans to consolidate the offerings.