E-commerce websites often use coupons as the means of attracting new or rewarding existing customers. They come in many different forms some offer discounts or bonus items while others have benefits tied to a specific purchase.

Coupons are mostly used in remarketing or in new products promotions. They can be a valuable tool to increase purchases of specific items. Coupons can be used outside of your website in the form of affiliate programs or coupons in e-mail newsletters.

Coupons can be used for customer acquisition by lowering the price for first time buyers or it can be used to retain customers by sending them a special coupon for their continued use. Common forms of coupons include percentage off, fixed dollar amount off, free shipping or free gift.