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The difference comes down to intent. A coupon used strategically builds loyalty, drives a specific action, and rewards the right customers. A coupon used carelessly just eats into your margins.

Coupons that work for you:

• Free shipping over a minimum cart amount increases your average order value.

• A reward for loyal customers or email subscribers makes them feel valued.

• A time-limited, occasion-specific offer drives urgency without becoming the default.

Coupons that work against you:

• Site-wide discounts that are always available signal your full price isn't real.

• Publicly listed coupons with no expiration date become expected, not exciting.

• Deep discounts with no minimum reduces order value and attract one-time bargain hunters.

Pro tip: Pair coupons with a minimum cart amount. A "15% off orders over $100" coupon rewards higher-value orders and naturally increases your average order value.

How to use coupons in Zoho Commerce:

Go to Marketing → Coupons → + New.

Rather than running a generic sale, create three types of coupons this month:

1. One for free shipping (set a minimum cart amount).

2. One for existing customers via email (eligible customers only, hidden from store).

3. One for a 48-hour flash sale tied to an occasion (offer period set, show validity enabled).