The paper examines how digital technology mediates the behaviour of consumers in three online systems that facilitate offline gift giving and sharing (Freecycle, Couchsurfing, and Landshare). Findings derived from a netnography and depth interviews reveal how technology is used to enact and influence the management of identity, partner selection, ritual normalisation, and negotiation of property rights. The findings have significant implications for the design and management of systems that encourage non‐monetary forms of collaborative consumption. Copyright © 2014 John Wiley & Sons, Ltd.