Offering coupons in an eCommerce store can be a powerful tool to drive purchases or a trap that eats into your margins and trains your customers to wait for discounts. It all depends on how you use them.
Many brands make the mistake of applying discounts reactively or automatically, without a clear strategy. But when you know when to show them, to whom, and how, coupons can help you close more sales, increase average order value, and boost perceived value, without compromising profitability.
One of the most effective places to do this is the shopping cart. If you’re looking for strategies to increase the perceived value of the cart, check out our article here.
Why the cart? Because that’s when the customer has already decided to buy. They’re mentally committed and only need a small nudge to confirm. If you do it strategically, it’s the best moment to show a coupon.
In this article, we’ll explain how to do that smartly, especially from the cart, and how to display coupons visually and automatically in Shopify.
With Planet, you can control who sees the coupon, when they see it, and under what conditions. Use the cart as a strategic space not just a final step.
When does it make sense to offer a coupon?
Showing a coupon in the cart shouldn’t be random, it should serve a clear business objective. Here are some cases where it makes sense:
- First-time purchase: Convert new customers without giving away margin on every order.
- Encourage higher order value: “€5 off on orders over €50” is a classic tactic to lift AOV without affecting smaller margins.
- Special campaigns: Launches, Black Friday, sales... A coupon can help close more orders in less time.
- Cart recovery: The customer left, but a coupon upon return could nudge them to complete the order.
- New product testing: Offer a coupon to encourage customers to try a new line or collection.
Best-performing coupon types in the cart
Not all coupons work equally well. Here are the most effective ones when shown directly in the cart:
Straight discount
Perfect for first orders or broad campaigns. Example: “10% off this order. No minimum.”
Minimum spend discount
Great for increasing average order value. Example: “€5 off on orders over €50.” Ideal when the customer is close to that threshold.
Free gift with purchase
Boosts perceived value without touching the price. Example: “Your order includes a free sample of our new serum.”
Limited-time discount
Creates urgency without sounding pushy. Example: “Coupon active only until midnight.”
Common mistakes when using coupons
Before diving into best practices, here are some missteps that many stores make:
- Offering discounts on every order, without conditions. Customers learn to never pay full price.
- Showing a coupon field with no active coupons. This creates FOMO and leads to abandonment.
- Not communicating the discount. If it’s not visible, customers won’t perceive it.
- Using coupons out of insecurity rather than strategy. A discount doesn’t fix a weak value proposition.
Avoiding these mistakes is the first step toward using coupons to increase conversions instead of cutting into your profits.
How to show coupons in the cart with Planet on Shopify
In Shopify, you can create coupons from Planet. But once created, it’s crucial to communicate them effectively.
With Planet, you can visually display a coupon in the cart, without automatically applying it. This reinforces perceived value while avoiding open-ended promotions.
How does it work?
- Create a coupon in your Shopify admin (e.g., WELCOME10, valid only for first-time orders or minimum spend).
- Activate discount codes. Planet will display a visible input field in the cart for the customer to enter their code before checkout.
- The customer manually enters the code. Planet does not auto-apply or show the code, it simply integrates the field natively into the cart, so the customer doesn’t have to wait until checkout to use it.
This approach communicates the benefit while giving you control over who uses the discount and when.
Key Benefits
- Full control: You decide who sees the coupon and when, no blanket discounts.
- Better user experience: Customers don’t need to search for a code or wonder if they’re missing a better deal.
- Seamless integration: Works with promotions, time-limited campaigns, and loyalty or acquisition strategies.
- No coding required: Everything is managed from Planet’s interface, no need to touch your store’s theme code.
Offering coupons without a clear strategy can hurt your margins and brand. But using them intentionally, at the right moment, and with the right message, an improve conversion rates and increase AOV without lowering the customer experience.
With Planet, you can visually and effectively display active coupons right inside your Shopify cart. ¡Activate them in minutes and turn every discount into a well-measured opportunity to close more sales!