Coupons are one of the most direct ways to give your customers a personalized deal. Unlike discounts — which apply broadly to products on your storefront — coupons are codes you share with specific customers, who then apply them at checkout to unlock a special price.
What Is a Coupon?
A coupon is a unique code that gives the customer who uses it a discount on their order. When a customer is checking out on your store, they enter the coupon code and the discount is applied automatically. If the code is valid and the order meets any conditions you've set, the customer pays less.
Coupons are applied at the order level, not the product level. This means the discount comes off the customer's total order value, not off any individual product price.
Why Use Coupons?
Coupons are a powerful tool for targeted promotions. Here are some of the most common ways merchants use them:
Reward loyal customers — Send a coupon code to your most loyal buyers as a thank-you for their continued support. It makes them feel valued and encourages them to come back.
Win back inactive customers — If someone hasn't purchased from you in a while, a coupon code in a message might be exactly what they need to give you another try.
First-time buyer offers — Create a "Welcome" coupon to give new customers a reason to place their first order. Reducing the risk of a first purchase can convert hesitant visitors into paying customers.
Influencer and referral promotions — Give each influencer or brand ambassador their own unique coupon code. You can track which code drives more orders and reward partners accordingly.
Private sales — Want to run a sale exclusively for your VIP customers or email subscribers? Share a coupon code only with that group. Your public storefront prices stay the same, but selected customers get a special deal.
Event-based promotions — Create a coupon for a specific occasion: a birthday sale, a re-launch offer, a market event. Give the code out at the event or include it in post-event follow-ups.
How Coupons Work on Catlog
When creating a coupon, you have full control over how it works:
Discount type — Choose between a percentage off (e.g., 20% off the order total) or a fixed amount off (e.g., ₦3,000 off). Pick whichever makes more sense for your promotion.
Minimum order value — You can require customers to spend a minimum amount before the coupon applies. For example, "Spend at least ₦20,000 to use this code." This ensures that the coupon drives meaningful orders and doesn't get used on tiny purchases.
Maximum discount cap — Set a ceiling on how much discount can be applied, even if the percentage would otherwise be higher. For instance, a 15% coupon with a ₦5,000 cap means a customer with a ₦50,000 order saves ₦5,000, not ₦7,500.
Usage limit per customer — Control how many times a single customer can use the coupon. You might allow it only once ("one-time use only") or let a customer use it multiple times during a promotional period.
Expiry date — Set a date after which the coupon code no longer works. This creates urgency and keeps your promotions time-bound.
Availability toggle — Turn the coupon on or off at any time, regardless of the expiry date. This lets you manually deactivate a code early if needed.
Coupons vs. Discounts: Which Should You Use?
Both tools reduce the price customers pay, but they serve different purposes:
| Discounts | Coupons |
Applied to | Products on your storefront | The total order at checkout |
Visible to customers | Yes — shown on product listings | No — only when code is entered |
Best for | Broad, public promotions | Targeted, private deals |
Requires a code | No | Yes |
Usage control | Toggle on/off, expiry date | All of the above + per-customer limits |
If you want everyone visiting your store to see a sale, use Discounts. If you want to give a specific group of customers a special deal that others don't see, use Coupons.
Coupons give you a powerful, flexible way to run targeted promotions, build customer loyalty, and drive sales at exactly the right moments. Because each coupon can have its own rules and restrictions, you can tailor every promotion precisely to the situation — and to the customers you want to reward.