Gift economies are often contrasted to market economies. Gift economies are supposed to be cuddly and friendly, markets Darwin-red in tooth and claw.
At the very least, things are far more complicated.
Gift-giving can be a mode of oppression. Remember the generosity of The Godfather, who never gives without expecting a return on his investment.
The market can be a space for deep friendship. Friends start companies together, and strangers become friends by standing shoulder-to-shoulder in a venture.
The power dynamics differ. The giver holds the cards in gift exchange. When there are shortages in a market, especially of necessities, the balance tilts decisively toward sellers.
In many (most?) circumstances, buyers - which is to say, recipients - make final decisions. Sellers can set the price wherever they may, but there's no sale without buyers willing to pay. Buyers can walk, while sellers scramble to tempt them with a better deal.