As consumers worldwide become increasingly value-conscious, the role of coupons and cashback in influencing purchasing behavior has become undeniable. In India, this model has not only reshaped how consumers shop online but has also become a critical growth engine for e-commerce and digital payments. Here are five key trends supported by compelling statistics to show how discount-driven strategies are impacting markets both globally and in India.
Globally, 62% of US consumers actively search for promo codes or discounts when shopping online (SimplyCodes, June 2024). In India, the trend is even more pronounced, with the growth of digital wallets and cashback apps encouraging more people—especially from Tier 2 and Tier 3 cities—to make their first online purchases.
🔍 Insight: Brands should invest in search engine optimization, partner with cashback/coupon platforms, and promote deals prominently on their websites and apps.
In the US, 33% of grocery shoppers have increased coupon usage this year (CivicScience, April 2024), and 83% consider price a key factor in choosing a store. Similarly, in India, aggressive cashback offers during festivals and peak seasons attract shoppers across categories—from groceries to gadgets.
🛒 Insight: Retailers in both markets can build long-term loyalty by offering personalized, recurring discounts on items that consumers regularly purchase.
Consumers globally prefer free shipping over complex promotions. In the US, 47% consider it a top priority when choosing online stores. Likewise, Indian platforms are shifting away from complicated “buy-more-save-more” schemes toward straightforward cashback or shipping discounts.
📦 Insight: Brands should lower minimum thresholds for discounts and simplify offers to increase conversion and reduce cart abandonment.
In the US, 35% of consumers use digital coupons in-store (SPAR Group, May 2024), and 23% research online before offline purchases. In India, this omnichannel behavior is catching up fast. With over 40 million SMEs now online, many have adopted cashback and coupon strategies to boost visibility and traffic across both online and offline stores.
📱 Insight: Offering QR codes, mobile app-generated coupons, and store Wi-Fi can help bridge the digital-physical gap, increasing sales across channels.
64% of US retail media marketers believe digital coupons are effective sales tools (BWG Strategy, Dec 2023). In India, the cashback and coupon industry is already valued at over ₹500 crore, growing steadily as brands use it for low-risk, high-reward marketing.
🎯 Insight: Make coupons part of your retail media strategy, using trackable codes to measure ROI and drive bottom-of-funnel conversions.
Coupons and cashback aren’t just short-term gimmicks—they are core growth levers in today’s hyper-competitive e-commerce space. From New York to New Delhi, shoppers are more discerning, digitally savvy, and loyal to brands that offer them tangible savings. For retailers, this is a call to action: integrate smarter discounts, personalize your offers, and simplify the savings experience.
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