A Practical Guide to Discount Codes and Promotions
Setting up coupon codes, automatic discounts and promotional pricing, and preventing abuse such as leaked codes and stacking.
Marcus Adeyemi
Where most projects go wrong
The usual mistakes:
- Public codes with no limits
- Fake was prices
- Discounts that stack into losses
- A prominent empty coupon field on checkout
What good looks like instead
- Use unique single-use codes for targeted offers
- Set expiry dates and usage limits
- Define stacking rules clearly
- Consider automatic discounts instead of codes
- Monitor redemptions for leaks
Why it matters
Promotions drive sales but can erode margins quickly when codes leak to coupon sites or stack unexpectedly.
The specs that matter
| Measure | Figure |
|---|---|
| Types | percentage off, fixed amount, free shipping and buy-one-get-one |
| Code visibility | a visible coupon field can prompt shoppers to leave and search for codes |
| Stacking | rules decide whether discounts combine |
| Pricing claims | former price comparisons must be genuine |
Knowing when to hand it over
Tip: Bring in help when promotions hurt margins, or when codes appear on coupon sites.
Where this comes from
- Shopify Help Center — Discounts
- Federal Trade Commission — Guides Against Deceptive Pricing
The figures and practices above come from the sources listed.
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Where to go next
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