Glossary
What is a promo code? E-commerce definition
June 4, 2026
A promo code (promo code, discount code) is an alphanumeric string that the customer enters at checkout or on the shopping cart page to activate a discount or benefit (percentage, fixed amount, free shipping). It is the most common technical mechanism for applying a discount voucher online.
Summary
Definition: promo code, discount, coupon
The promo code is the identifier of a discount rule configured in the store. Examples: WELCOME15, SALE2026, INFLU_SARAH.
When the customer enters and validates it.
exists: the platform verifies that the code exists and is active (dates, quota). conditions: it checks the conditions (minimum cart, eligible products, targeted customer). discount: it applies the discount to the total or to the relevant lines.
The discounted amount appears before payment.
Useful distinctions.
Promo code: vs discount voucher: the code is the input; the voucher is the medium or marketing right (email, PDF). Promo code: vs discount: discount = Shopify rule; promo code = way to access it (often manual). Promo code: vs automatic discount: the latter applies without any input (cart > €100).
Promo code: vs coupon: coupon = equivalent English term. Promo code: vs gift card: the gift card is a payment method; the promo code reduces the price.
Why promo codes matter in e-commerce
Promo codes are a measurable and flexible marketing lever.
Conversion: unlocking a hesitant purchase (abandoned cart, welcome offer). Attribution: one code per channel (META10, EMAIL15, PODCAST20) tracks the source. Segmentation: codes reserved for VIPs, first-time buyers, or recurring customers.
AOV: "$15 off from $90" encourages adding an item. Urgency: end date + limited use (BFCM, flash sale). Partnerships: influencers, affiliates, press with a dedicated code.
Risk: getting customers used to never buying without a code. Balance targeted codes and product value (reviews, customer service, delivery) to avoid eroding margin (gross profit).
Types of promo codes and commercial uses
Common typology.
Public code: same string for everyone (SOLDES25), risk of leakage on coupon sites. Unique code: generated per customer (CRM, cart abandonment); single use. Influencer code: tracking + commission possible.
Employee / B2B code: negotiated discount, usage cap. Delivery code: FREESHIP = free shipping. Product code: valid on a collection or a SKU.
Promo codes on Shopify
Creation: Admin > Discounts > Create a discount > Discount code (Shopify Help Center).
Key settings are structured around several complementary elements.
Value: %, fixed amount, free shipping, Buy X Get Y. Applies to: entire order, collections, specific products. Minimum: quantity or cart amount.
Customer eligibility: everyone, segments, first order. Limits: total number of uses, once per customer. Combinations: stacks with other codes or automatic discounts.
Dates: start and end of validity.
Checkout field: active by default on the standard Shopify checkout. Apps can hide, pre-fill (link ?discount=CODE) or bulk-generate codes. Shopify Flow and Klaviyo inject unique codes into emails (email campaign, cart abandonment).
Reports: sales by code in Analytics / Discount reports to measure promotional sales and adjust campaigns.
Points of vigilance to avoid poorly controlled discounts
Clear nomenclature: short, memorable, unambiguous codes (0 vs O). Test before sending: mobile, excluded collections, minimum cart value. Limit stacking: one main discount per order.
Unique codes: for sensitive offers (avoid Honey, RetailMeNot). Align banner and checkout: (promo banner). Deactivate: immediately compromised or expired codes.
Document exclusions: in email and T&Cs.
In brief
Promo code: = string entered at checkout to activate a discount. Distinct from the voucher (medium), discount (rule), automatic discount, and gift card. Types: public, unique, influencer, shipping, segmented.
Shopify: Discounts, conditions, combinations, reports. Test, limit accumulation and usage; protect the margin.
Associated terms, FAQ, and going further
Associated terms
Discount voucher: marketing medium for the code. Discount: Shopify discount rule. Coupon: English equivalent.
Checkout: place where the code is entered.
FAQ
Where does the customer enter the promo code?
On the cart page or at checkout, in the "Promo code", "Discount code" or "Discount code" field depending on the theme and language.
Can a code be pre-filled via URL?
Yes on Shopify: a link like https://yourstore.com/discount/CODE applies the discount to the cart (redirection depending on config). Useful for emails and ads.
Promo code and automatic discount: both?
Possible if you allow combinations in Discounts. Otherwise, the auto discount may replace or block the code. Configure explicitly.
How to prevent code leakage on aggregator sites?
Unique codes per customer, short duration, usage limit, targeted segments. Avoid permanent public codes like -20% without conditions.
Go further
Pricing and margin strategies. Abandoned cart emails with code. Optimize checkout.
Marketing automation. Return to the Qstomy e-commerce glossary.
Sources: Shopify Help Center (Discount codes), DGCCRF (promotions and pricing).
Enzo
13 May 2026
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