This research report delves into the coupon redemption rate in online shopping in India, focusing on understanding the types of coupons and their importance in shaping consumer behavior, boosting sales, fostering brand loyalty, and providing a competitive advantage.

The report further explores the methodology for calculating the coupon redemption rate, industry averages across various online shopping categories, and factors influencing redemption. The study reveals key insights into the redemption patterns for major categories, such as travel, beauty, fashion, food delivery, and electronics.

Additionally, it discusses strategies to increase coupon redemption rates, emphasizing personalization, optimal timing, and data-driven initiatives. The findings highlight the significant impact of tailored coupon programs on consumer experience, loyalty, and revenue, positioning businesses for success in the dynamic e-commerce landscape in India.

Key Findings: 

1. Digital Coupons influence consumer behavior, boost sales, foster brand loyalty, enhance customer satisfaction, and provide a competitive advantage.

2. Travel and booking lead with a 21% coupon redemption rate, while electronics trail at 4%.

3. Factors influencing coupon redemption rates vary by category, such as urgency, exclusive offers, flash sales, convenience, and product relevance.

4. Clear coupon terms, user-friendly redemption processes, time-sensitive offers, relevance to needs, high applicability, and easy accessibility boost higher redemption rates.

5. Data-driven initiatives, customer-centric methods, and understanding customer tastes and behaviors are crucial for increasing coupon redemption rates.

6. Coupons go beyond discounts, contributing to a positive consumer experience, loyalty, and revenue growth in the competitive e-commerce landscape.

1. Understanding Coupons in Online Shopping

A. Definition of Coupons

When it comes to online shopping, discount coupons are the money-savers. These coupons are digital or physical vouchers that offer instant discounts, cashback, or promotional offers. Consumers can use them while shopping through e-commerce websites or mobile apps and can enjoy instant savings.

However, the emergence of e-vouchers and e-coupons has replaced the era of physical vouchers. These digital coupons are usually in the form of alphanumeric codes, QR codes, or digital promotions. You can use them during the checkout process to obtain various rewards. 

B. Types of Coupons

To understand coupons better, it’s important to note the differences between various types of coupons commonly used in online shopping in India:

1. Discount Codes:

Discount codes are the easiest way to obtain quick discounts on any online purchase. They are also known as promo codes, coupon codes, or voucher codes. They offer a specific percentage or fixed amount of discount on the total purchase price or the cart value. Many times, you can even get 80-90% off on special buys using these coupons. The discount codes might also be specific to the category. For example, a coupon might offer a 20% discount on all fashion items.

2. Cashback Offers:

Cashback offers do not allow you to get a discount before you pay. Instead, they provide customers with a portion of their purchase amount back as cash or store credits. This means you have to pay the cart total during checkout and get a percentage or a specific amount of money back after receiving your order. For instance, a customer who spends Rs. 1,000 might receive Rs. 200 cashback to use on future purchases.

3. Promotional Vouchers:

Promotional vouchers are usually offered by newly emerged brands that are seeking to establish their roots in the industry. They often come up with exciting deals for customers to make them shop on their platform. These promotional vouchers can be in the form of buy-one-get-one (BOGO) deals, free shipping, or bundled offers. For example, a coupon might offer “Buy 2, Get 1 Free” on select products.

4. Freebies and Gifts:

Some coupons provide free products or gifts when you make an online purchase. By using such coupons, you may obtain a free cosmetic product with a skincare purchase or a free accessory with a clothes purchase.

C. Importance of Coupons

1. Influencing Consumer Behavior:

Coupons play an essential role in shaping consumer behavior in the online shopping landscape of India. They create a sense of urgency and encourage customers to make purchases sooner rather than later. Also, budgeting is never an issue with coupons. The coupons make online shopping budget-friendly. They often act as a trigger, prompting consumers to explore new products, make unplanned purchases, or try out different brands they might not have considered otherwise.

2. Boosting Sales:

The fact that coupons increase online sales is one of the main reasons they are so important for online shopping. More and more people get attracted to online shopping because of the discounts offered, and this increases sales. The coupons are effective marketing instruments that encourage customers to finish purchases by increasing traffic to e-commerce websites. Businesses may improve income by properly timing coupons to align with sales events, festivals, or new product releases. These tactics may lead to a surprising increase in sales.

3. Fostering Brand Loyalty:

When it comes to establishing and maintaining brand loyalty, coupons are incredibly effective for Indian internet customers. Customers are more inclined to make repeat purchases on the same e-commerce platform when they constantly receive good discounts or rewards. Businesses that provide clients with tailored coupons based on their browsing and purchase history further strengthen this loyalty.

4. Enhancing Customer Satisfaction:

Coupons contribute significantly to customer satisfaction in the online shopping experience. They provide shoppers with tangible savings, making them feel appreciated and valued by the e-commerce platform. This positive shopping experience attracts customers to repeatedly shop on the platform. Also, this might increase word-of-mouth referrals.

5. Competitive Advantage:

In the highly competitive e-commerce industry in India, businesses that effectively utilize coupons gain a competitive advantage. Businesses that provide coupons stand out from the competitors and attract new customers along with existing ones

In summary, coupons have become an essential part of online shopping in India. They offer consumers savings while driving business growth and brand loyalty. Understanding the types and significance of coupons helps us understand the online shopping ecosystem and their impact on consumer behavior, sales, and brand affinity. These insights will be instrumental in further exploring the redemption rates of coupons in Indian e-commerce.

Coupons Redemption Rate

In this section, let’s discuss the methodology, factors, and metrics utilized in the calculation of the coupon redemption rate. Businesses and marketers looking to evaluate the success of their coupon promotions and make data-driven decisions must comprehend the process.

The Formula for Coupon Redemption Rate:

The coupon redemption rate is calculated using the following formula:

Redemption Rate=Number of Coupons Redeemed/Number of Coupons Issued×100%

  • The “number of coupons redeemed” refers to the total number of coupons that customers used significantly during a specified period.
  • The “number of coupons issued” represents the total count of coupons distributed or made available to customers during the same period.

The percentage of coupons that a company issues and that consumers use is called the redemption rate. It offers perceptions on how well discount marketing works to promote purchasing.

Industry Averages:

In this section, we will delve into industry benchmarks and average coupon redemption rates specific to the e-commerce sector in India. This information is crucial for businesses to benchmark their redemption rates and gain insights into industry trends and variations across different product categories.


To understand consumer behavior and the coupon redemption rate, we conducted a comprehensive survey of over 3,800 avid online shoppers in India who consistently use coupons to enhance their savings.

The following table presents a snapshot of coupon redemption rates across various online shopping categories, shedding light on trends that shape the digital shopping experience.

Major categories of online shoppingCoupon Redemption Rate
Travel and Booking21%
Beauty and Personal Care16%
Fashion 12%
Food Delivery And Groceries6%

From this survey data, we can observe the coupon redemption pattern for these major 5 categories. Travel and booking lead the pack with a robust 21% redemption rate. This shows that savvy consumers capitalize on discounts for flights, hotels, and experiences. However, the lowest coupon redemption rate is seen for the category of electronics, which is just 4%.


1. Travel And Booking: 

Out of the 3,800 users engaged in the survey, about 2091 people reported looking for travel booking coupons. These users can be segregated into four categories: 

  • Individuals
  • Government organizations
  • Corporate firms, and
  • Private agencies

In categories like travel and booking, the urgency created by time-sensitive deals encourages swift action, leading to higher redemption rates. 

Unlike other categories, the travel and flight booking sites offer various types of coupon codes directly at the checkout page. This is a major reason why the coupon redemption rate is higher. This makes it more convenient for the user to apply coupons without searching for them on any other platform. 

2. Beauty and Personal Care: 

Users benefit from exclusive offers that create a sense of privilege, driving them to redeem coupons for coveted products. The enthusiasts seeking premium makeup, haircare products and beauty products at lower prices contribute to the major coupon usage in this category. 

Also, the discount codes for beauty and personal care are easily available through the influencers as well as the coupon websites. However, most of the coupon redemption rate for this category is a result of the seasonal beauty sales and exclusive deals for specific users.

3. Fashion: 

The allure of flash sales and limited-time discounts is what drives the redemption rate for the fashion category. This instigates a fear of missing out (FOMO) and encourages people to avail the deals and coupons. But the reasons behind the low redemption rate might be many. 

It is possible that the users might be unaware of the discounts, or are unable to find the valid coupons for the specific products.

4. Food Delivery And Groceries: 

Despite a lower overall rate, the convenience factor in food delivery, especially with attractive meal combos, keeps redemption rates relatively higher. Some food delivery apps might provide coupons and deals in their offers section, so users can easily take advantage of.

However, many users might be unaware about such offers, which leads to a lower coupon redemption rate.

5. Electronics: 

The overall coupon redemption rate in electronics is lower. There are deals and coupons available for electronics only for a specific period. Also, the frequency of coupon code availability is very low. 

The users may struggle with difficult redemption procedures, which would discourage customers from finishing the purchase. In certain cases, users may not find the coupons relevant to their immediate needs. 

Factors Influencing Coupons Redemption:

From the survey we observed that for all the categories of products and services, there are many factors that affect the redemption rate. Some of the factors are as follows:

1. Clear Coupon Terms And Conditions:  

Each coupon may have various terms and conditions. When the terms of usage of the coupons are easily understandable, there are higher chances of coupon redemption. 

When the users understand well about the conditions, they apply the coupons immediately to gain discounts on the desired category. 

On the other hand, when the usage terms of the coupons are not clearly stated, users may find it difficult to apply it in the right product, and this results in a lower redemption rate.

2. User-Friendly Redemption Process:

Many times, the redemption rate of the coupons depends upon how easy the redemption process is. A streamlined and hassle-free redemption process brings a positive user experience. 

However, when the redemption process of the coupons is very complex, the users may choose to shop without coupons, and thus the redemption rate can be found to be lower. Complexity and confusion act as deterrents, while simplicity fosters higher engagement and redemption.

3.Time-sensitive Offers:

The coupons or offers which are valid only for a specific period of time, create a sense of urgency, thus increasing the coupon redemption rate. This encourages users to redeem coupons promptly, as otherwise they would be missing the deals.

For example, the seasonal sales and festive offers are the best occasion when the redemption rate is higher. The users get the best deals on their favorites during such sales events, and also the coupon or offer is easily available, which assures them to grab instant discount. 

4. Relevance to Needs:

When users find coupons that are tailored to their preferences, there are higher chances of redemption. The businesses that provide coupons targeting to audience’s needs may experience high redemption rate.

5. Applicability:

Not all coupons are made equal, and not all are applicable for various purchases. Some coupons might be limited to a specific range of products throughout the platform. Thus, people seeking discounts on other categories may be unable to avail of the offer, resulting in a lower redemption rate. 

On the other hand, coupons with broader applicability appeal to a wider audience and increase chances of redemption

Also, some coupons might be applicable for specific users or at specific times. This may include the new user coupons or the coupons on a minimum required purchase amount. Users who do not fit this criteria may not be able to avail the benefits of the coupons available, thus leading to a lower redemption rate.

6. Accessibility:

A well-designed, user-friendly website or app interface that prominently features coupons can significantly impact their accessibility, and thus higher redemption rate. However, users who need to make immediate purchases may not find it convenient to scroll through various platforms and choose the suitable code. 

Email newsletters are becoming a successful way to distribute coupons for various brands and categories of products. Also, many companies ensure that customers don’t miss out on exciting bargains by sending tailored offers and discounts straight to their inboxes. Such exclusive deals can be more appealing for the users to redeem the coupons immediately.

Moreover, when the coupons are available directly at the checkout page, the users find it more convenient to redeem them. Also, there is a higher chance that these offers suit your purchases well, thus bringing a higher redemption rate.

7. Technical Glitches:

If there are any technical issues during the redemption of the coupons, such as website errors or payment gateway issues, it can hinder users from successfully redeeming coupons. This may lead to frustration among the users and they may ignore trying to apply the coupons, resulting in a lower coupon redemption rate.

By understanding all these factors influencing the redemption rate, businesses can apply various coupon strategies to ensure higher user engagement and increase the redemption rate.

Various Strategies To Increase The Coupon Redemption Rates For Online Shopping In India:

To increase the coupon redemption rates for online shopping, businesses can follow various coupon strategies that may increase user engagement.

Here are a few strategies that may work:

1. Personalization of coupons:

Personalization meets customer expectations and makes the whole coupon journey easier for them. Instead of finding and trying out a heap of coupons, users will always go for the easiest way to get exclusive deals and valid coupons for their purchases. Thus, personalization of coupons can help enhance the coupon redemption rate.

The personalization of coupons involves tailoring the coupons according to the customer’s preferences and their shopping behavior. This personalization may capture the attention and loyalty of online shoppers.

Here are the key factors to consider about the personalization of coupons:

1. Customer Segmentation:

Businesses can divide their customer base into segments based on demographics, purchase history, and browsing behavior. For instance, they can create segments for first-time shoppers, loyal customers, or those who have abandoned their shopping carts. By understanding these segments, businesses can craft highly relevant and personalized coupon offers.

2. Recommendation Engines:

Sophisticated recommendation engines analyze a user’s past interactions with a website or app to suggest products and coupons that align with their interests. For example, if a customer frequently browses electronics, the recommendation engine may offer them a coupon for the latest gadgets.

3. Tailored Discounts:

Personalization allows businesses to offer discounts that are tailored to each customer’s spending habits. For instance, a customer who typically spends a significant amount may receive a higher percentage discount, while occasional shoppers may receive a flat-rate discount.

4. Utilizing Customer Data to Tailor Coupon Offers

To effectively personalize coupon offers, businesses should leverage the wealth of customer data at their disposal:

  • Purchase History: Analyzing what customers have previously purchased allows businesses to offer coupons for complementary products or upgrades.
  • Browsing Behavior: Tracking which products or categories customers frequently visit can inform coupon recommendations.
  • Location Data: Tailoring coupons based on a customer’s location can drive foot traffic to physical stores or offer location-specific online deals.
  • Feedback and Reviews: Customer feedback and reviews can provide insights into their preferences and help refine coupon strategies.

2. Timing and Targeting

1. Optimal Timing for Sending Coupon Offers

Timing is crucial when it comes to sending coupon offers to customers in India. Understanding when your target audience is most receptive to promotions can significantly impact redemption rates.

2. Festive Seasons and Holidays:

In India, coupon redemption rates tend to spike during major festivals like Diwali, Holi, and Eid, as well as during national holidays. Businesses should plan coupon campaigns around these occasions when consumers are actively seeking deals and offers.

3. Paydays and Month-Ends:

Many Indian consumers receive their salaries at the end of the month. Offering coupons and promotions during this period can tap into increased purchasing power. Similarly, weekends often see higher online shopping activity, making them ideal times for coupon distribution.

4. Behavioral Triggers:

Businesses can also identify specific user behaviors that indicate readiness to make a purchase. For example, users who frequently browse a product without making a purchase may be more likely to redeem a coupon for that product.


In conclusion, we highlight the important results on coupon redemption rates in online purchasing in India and underline the need of data-driven initiatives and customer-centric methods for e-commerce enterprises.

  • According to the findings of the study, data-driven methods such as tailored coupon offers, targeted scheduling, and channel optimization help increase coupon redemption rates. Businesses that use data analytics to better understand their customers’ tastes and behaviors are in a better position to build attractive coupon programs that resonate with their target demographic.
  • Coupons are more than just discount tools; they can improve the consumer experience, build loyalty, and increase revenue. Businesses that prioritize their consumers’ demands and preferences in their coupon programs are more likely to flourish in a competitive environment.
  • Finally, the research on coupon redemption rates in online buying in India demonstrates that coupons are effective marketing tools for firms. They have a direct influence on revenue but also play an important role in fostering consumer loyalty and retention. Businesses may improve their coupon programs and achieve sustainable development in the ever-changing e-commerce industry by employing data-driven methods and adopting a customer-centric mentality.


Written by

Sanket Gharat

Meet Mr. Sanket Gharat, Founder | CouponMoto
Digital Content Creator, Online Shopping Research Expert

Hey there, I'm Sanket Gharat, the brain behind CouponMoto, where the you get benefits for online shopping. I've always been the type to unravel mysteries, and when it comes to decoding the world of e-commerce trends, I'm your go-to person.

My journey kicked off with a strong background in behaviour analysis of online shoppers, giving me the tools to dive deep into the intricacies of online shopping. CouponMoto was born from my insatiable curiosity and my desire to simplify the world of digital deals while uncovering hidden insights through research and analysis.

Drowning in data is my thing. I've mastered the art of sifting through mountains of information to whip up research reports that aren't just data – they're insights you can actually use. Whether it's spotting the next big trend or understanding what's ticking in the consumer's mind, I'm your trusted source for actionable insights that businesses can bank on.

These ventures aren't just milestones; they're proof that businesses can make smarter decisions and consumers can shop savvier with the right information at hand.

But I'm more than just a data geek. I'm all about building bridges and sparking discussions. At CouponMoto, I've fostered a community of folks who share my passion for everything digital shopping-related. It's not just about insights; it's about sharing knowledge, collaborating, and sparking innovation.

My eyes are fixed firmly on the future, and I'm not stopping anytime soon. The digital shopping world is my playground, and my goal is to reshape the way we all think about online commerce. In a world that's all about digital transactions and data-driven decisions, I'm here to guide you through the noise and help businesses thrive in the digital marketplace.

So, whether you're a business aiming to stay ahead in the game or a savvy shopper looking to make informed choices, join me on this journey. Let's navigate the digital landscape together.