How to Send Discount Codes on Shopify to Increase Sales

Table of Contents

1. Introduction
2. Foundations First: Preparing Your Store for Discounts
3. Clarify the "Why": Identifying Your Discounting Goal
4. How to Create and Send Discount Codes: The Shopify Basics
5. Distribution Channels: How to Actually Send the Code
6. Margin and Operations Check: The Hidden Costs of Discounting
7. Bundling With Intention: A Better Way to Discount
8. How Bundles Actually Work in Shopify
9. Performance and Measurement: Is It Working?
10. When to Bring in Help
11. Reassess and Refine: The Final Step in the Journey
12. Summary and Next Steps
13. FAQ

Introduction

Getting a shopper to visit your store is a victory, but getting them to complete a purchase is the real goal. For many Shopify merchants—whether you are a new founder, a growing DTC brand, or a merchant managing a high-SKU catalog—the discount code is the most powerful tool in your conversion arsenal. However, simply having a discount code is not enough. You must know how to send it to the right person at the right time.

Sending a discount code can happen through various channels: a welcome email, a post-purchase text message, a customer support chat, or even automatically through a bundle offer on your product page. When done correctly, it feels like a helpful nudge. When done poorly, it can erode your margins or frustrate customers with codes that do not work at checkout.

At MBC Bundles, we believe that discounting should never be a random act. It should be a strategic part of your merchandising. In this article, we will explore the technical steps of how to send discount codes on Shopify, the different ways to automate delivery, and how to use intentional bundling to ensure those discounts actually lead to sustainable growth.

Our approach follows a specific responsible journey: we start with foundations, clarify your goals, perform a margin and operations check, bundle with intention, and then reassess based on data. By the end of this guide, you will have a clear decision path for your discounting strategy.

Foundations First: Preparing Your Store for Discounts

Before you learn how to send discount codes on Shopify, your store must be ready to receive that traffic. A discount code is an incentive, but it cannot fix a broken shopping experience. If your site is slow, your product photos are low-quality, or your shipping policy is hidden, a 20% off code will not save the sale.

Technical Performance and Trust

Ensure your mobile UX is fast. Most shoppers who receive a discount code via email or SMS will be viewing it on a smartphone. If the code is difficult to copy or the checkout button is hard to find, you will see high cart abandonment regardless of the savings.

Transparency and Clarity

Your shipping and returns policies should be clearly visible. Many merchants send a discount code only to find that the customer abandons the cart because the shipping cost was higher than the discount. Clear communication builds trust, which is the foundation of any successful promotion.

Clean Merchandising

Before you send a code for a specific collection, ensure that collection is well-organized. If a customer clicks a "15% off shoes" link and finds half the items are out of stock, the discount becomes a source of frustration rather than a reason to buy.

Key Takeaway: Discounts are amplifiers, not fixes. Fix your store's speed, mobile layout, and policy transparency before launching any major discount campaign.

Clarify the "Why": Identifying Your Discounting Goal

If you are looking for how to send discount codes on Shopify, you first need to decide what you want that code to achieve. Not all discounts serve the same purpose.

• Raising Average Order Value (AOV): If your goal is to get people to spend more, you might send a "Spend $100, get $20 off" code.
• Improving Conversion: For new visitors, a "10% off your first order" code sent via a welcome popup is a classic conversion tool.
• Moving Inventory: If you have excess stock of a specific SKU, a "Buy One, Get One" (BOGO) code or a deep discount code for that specific product can clear shelf space.
• Rewarding Loyalty: Sending a unique code to returning customers via email makes them feel valued and increases Life Time Value (LTV).
• Reducing Choice Overload: Sometimes, shoppers do not buy because they have too many choices. Sending a code for a pre-configured bundle can simplify the decision.

Scenario: High Traffic, Low Sales

If shoppers are visiting your product pages but bouncing without adding anything to their cart, your price point might be the friction point. In this case, test a small "welcome" discount sent via an automated email sequence to see if it moves the needle on initial conversions.

Scenario: One-Item Orders

If most of your customers buy exactly one item and leave, sending a generic discount code might not be the best move. Instead, consider using a "Mix & Match" bundle or a quantity break where the discount is automatically applied when they add a second or third item.

How to Create and Send Discount Codes: The Shopify Basics

To send a code, you must first create it. Shopify offers two main ways to handle this in the "Discounts" section of your admin: Manual Discount Codes and Automatic Discounts.

Manual Discount Codes

These are the codes you physically send to a customer (e.g., "WELCOME10"). The customer must type this into the checkout box to receive the benefit.

• Percentage Off: Great for site-wide sales.
• Fixed Amount: Great for "gift card" style rewards (e.g., $10 off).
• Free Shipping: One of the most effective conversion tools.
• Buy X Get Y: Useful for clearing specific inventory.

Automatic Discounts

These do not require a code. They apply automatically when the customer meets certain criteria (like having two items in the cart). While these are not "sent" in the traditional sense, you "send" the message about them through your marketing banners and product page descriptions.

Shareable Discount Links

One of the most effective ways to send a discount is via a Shareable Link. In your Shopify admin, after creating a code, you can click "Promote" and then "Get a shareable link." When a customer clicks this link, the discount is automatically applied to their cart. This reduces friction because the customer doesn't have to remember or copy-paste a code.

What to do next:

• Go to the 'Discounts' tab in your Shopify Admin.
• Create a test code with a 'Fixed Amount' or 'Percentage'.
• Generate a 'Shareable Link' for that code.
• Test the link in an incognito browser window to see it apply at checkout.

Distribution Channels: How to Actually Send the Code

Once the code is created, you need to deliver it. Here is how to send discount codes on Shopify across the most common channels.

1. Email Marketing

Email is the most common way to send codes. Tools like Shopify Email or Klaviyo allow you to automate this.

• The Welcome Flow: Send a code immediately after someone signs up for your newsletter.
• Abandoned Cart: Send a code 1–2 hours after someone leaves their cart to incentivize them to finish.
• Post-Purchase: Send a code for a future order as a "thank you."

2. SMS Marketing

SMS has incredibly high open rates. When sending codes via SMS, use short, punchy language and a direct link. Many SMS integrations allow you to generate unique, one-time-use codes for each subscriber. This prevents your codes from being leaked on coupon-sharing websites.

3. Customer Support and Chat

If a customer reaches out with a complaint or a question about a price, your support team can send a discount code directly in the chat or email thread. Some helpdesk integrations even allow agents to generate a code on the fly without leaving the ticket view. This is a powerful way to turn a potentially negative experience into a positive one.

4. Post-Purchase and Thank You Pages

You can send a discount code on the order confirmation page. This encourages "order stacking" where a customer might place a second order immediately for an item they forgot or a gift for a friend.

Margin and Operations Check: The Hidden Costs of Discounting

Before you start sending codes, you must confirm that you are still making money. Discounting is a margin-eating activity.

The Profitability Audit

If your gross margin on a product is 50% and you offer a 20% discount, you haven't just lost 20% of your profit—you've lost 40% of your net margin. You also have to consider the cost of shipping, payment processing fees, and advertising.

• Discount Stacking: Shopify allows you to set whether codes can be combined. Be very careful here. If a customer uses a "Welcome10" code on top of an automatic "Buy 2 Get 1 Free" offer, you could end up selling products at a loss.
• Return Rates: Heavily discounted items often have higher return rates because the "buy" decision was impulsive. Ensure your return policy accounts for "Final Sale" items if the discount is deep.

Fulfillment Complexity

If you send a BOGO code, ensure your warehouse or 3PL (Third-Party Logistics) can handle the logic. Sometimes bundles or multi-item discounts require special packaging or different shipping weights.

Caution: Always test your discount codes from the cart through to the final checkout screen. Check the "Combinations" settings in Shopify to ensure customers cannot stack multiple discounts in ways you didn't intend.

Bundling With Intention: A Better Way to Discount

At MBC Bundles, we advocate for Bundling With Intention. Instead of sending a flat percentage code that applies to a single item, use bundles to drive more value for both the merchant and the customer.

Why Bundles Are Effective

Bundles "send" the discount through product relevance. When you group complementary items together, the discount feels earned. It also helps with discovery, showing customers products they might not have found on their own.

Choosing the Right Bundle Type

• Mix & Match: Let the customer build their own bundle. This is perfect for stores with many variants (like apparel or cosmetics). You "send" the discount message by showing a progress bar: "Add 1 more to save 15%."
• Buy X Get Y (BOGO): Great for moving specific inventory. "Buy a pair of boots, get the socks for free."
• Quantity Breaks: Incentivize bulk buying. "Buy 1 for $20, Buy 3 for $45." This is excellent for consumables like supplements or snacks.
• Bundle Builders: Create a guided experience where customers select items from different categories to create a complete kit.

Scenario: Reducing Choice Overload

If you have a high-SKU catalog and notice customers are spending a long time on the site but not buying, they may be overwhelmed. Instead of sending a generic "10% off everything" code, create a curated "Starter Kit" bundle. This limits the choices and provides a clear path to purchase with a built-in discount.

How Bundles Actually Work in Shopify

Understanding the mechanics is vital for a smooth customer experience. In the Shopify ecosystem, bundles and discounts generally function in one of two ways:

1. Draft Order / Script Logic: Some apps create a "hidden" product or use Shopify Scripts to apply a discount. This can sometimes conflict with other discount codes.
2. Native Discounting: Many modern apps (including MBC Bundles) leverage Shopify’s native functions. This ensures that inventory remains accurate and that the checkout process is fast and reliable.

Inventory and Variants

When you bundle products, Shopify needs to know which individual items are being sold so your inventory levels stay correct. If you have a bundle made of Product A and Product B, the system should deduct one from each SKU's inventory when a bundle is sold.

Discount Stacking and Conflicts

Shopify's "Discount Combinations" feature allows you to decide if a "Product Discount" can be used with an "Order Discount." If you are sending a code via email, make sure it is compatible with any automatic bundles you have running on the store, or explicitly state that they cannot be combined.

Mobile UX Implications

Bundles should be prominent but not intrusive. On a mobile device, the "Add to Cart" button for a bundle should be easily accessible without too much scrolling. Use clean layouts and ensure that the "value" (how much they are saving) is highlighted in a contrasting color.

Performance and Measurement: Is It Working?

Once you have started sending discount codes and launching bundles, you must track the results. Success is more than just "more sales." It is about "profitable growth."

Metrics to Track

• Average Order Value (AOV): Is the discount encouraging people to buy more items per order?
• Conversion Rate: Are more people completing the checkout process since you started sending codes?
• Discount Logic Attach Rate: For bundles, how many people are actually choosing the bundle over the individual items?
• Revenue Per Visitor (RPV): This is a holistic metric that combines conversion and AOV. It tells you if your traffic is becoming more valuable.
• Margin Impact: After the discount and shipping, what is your actual take-home pay per order?

One Change at a Time

When testing how to send discount codes on Shopify, try not to change everything at once. If you launch a new bundle, a new email flow, and a 20% off banner all on the same day, you won't know which one worked. Change one variable, measure it for a week or two, and then iterate.

Segmentation

Compare how new customers use codes versus returning customers. You may find that new customers need a 15% incentive to convert, while returning customers are happy with a 5% "loyalty" code or early access to a new bundle.

Key Takeaway: Data-driven discounting prevents you from "training" your customers to only shop during sales. Use discounts strategically to reward specific behaviors, not just to move the needle temporarily.

When to Bring in Help

ECommerce can get complicated quickly. There are times when you should step back and consult an expert or a dedicated support team.

Theme and Code Issues

If you install a bundling app or try to implement custom discount logic and your site starts lagging or the checkout button disappears, do not try to "hack" it yourself if you aren't a developer. Always test major changes on a duplicate theme first. If something breaks, reach out to the app's Help Center or a Shopify Expert.

Payments and Security

If you notice a sudden influx of orders using a specific discount code that seems suspicious, or if you see a spike in chargebacks, contact Shopify Support and your payment provider immediately. Review your admin access settings and ensure your discount codes haven't been leaked to "bot" sites.

Legal and Compliance

Discounting laws vary by region. For example, some jurisdictions have strict rules about "Original Price" versus "Sale Price" transparency (to prevent fake discounts). If you are selling internationally (using Shopify Markets), ensure your discounts are compliant with local consumer laws. Always consult a legal or tax professional if you are unsure about pricing transparency or tax implications.

Reassess and Refine: The Final Step in the Journey

The "Bundle With Intention" approach is a cycle, not a straight line. Once you have your foundations, goals, and margin checks in place, and you've implemented your chosen discount or bundle, the most important thing is to look at the feedback.

Listen to your customers. If they are emailing support asking "Where do I put the code?" then your checkout UX needs help. If they are saying "I wish I could pick a different color in this bundle," then you should look into Mix & Match functionality.

Success in eCommerce comes from these small, incremental improvements. By being intentional about how you send discount codes on Shopify, you aren't just giving away margin—you are building a better shopping experience that keeps customers coming back.

Summary and Next Steps

Sending discount codes on Shopify is a powerful way to grow your business, provided it is done with a clear strategy. To recap the most effective approach:

• Audit your foundations: Ensure your store is fast, mobile-friendly, and transparent before sending any offers.
• Set clear goals: Know if you are trying to increase AOV, clear inventory, or boost conversion.
• Watch your margins: Calculate the true cost of every discount, including shipping and fulfillment.
• Use intentional delivery: Leverage email, SMS, and shareable links to reduce friction for the customer.
• Prioritize bundles: Use bundles to offer value in exchange for higher order volume.
• Test and measure: Track AOV and margin to ensure your growth is sustainable.

"The most successful Shopify stores don't just offer the biggest discounts; they offer the most relevant ones. Focus on the 'why' behind the code, and the 'how' will follow naturally through the right tools and channels."

If you are ready to move beyond simple codes and start building high-converting bundle experiences, explore how MBC Bundles on Shopify can help you implement these strategies natively on your Shopify store. Start simple, track your results, and grow with intention.

FAQ

How do I send a discount code automatically after a purchase?

You can use Shopify's native "Automations" in the Marketing tab or an app like Klaviyo. Create a "Post-Purchase" flow that triggers when an order is completed. You can then include a static or unique discount code in that email to encourage a second purchase.

Can I send a discount code that applies automatically via a link?

Yes. In the Shopify admin under "Discounts," select the code you want to send. Click "Promote" and then "Get a shareable link." When a customer clicks this URL, they will be taken to your store, and the discount will be pre-applied to their checkout session.

Why won't my discount code work with my bundle?

This is usually due to "Discount Combinations" settings. In the Shopify admin, check the settings for both the discount code and the bundle. You must explicitly allow "Product Discounts" to combine with "Order Discounts" or other "Product Discounts" for them to work together at checkout.

How do I prevent my discount codes from being shared on coupon sites?

To prevent code leakage, avoid using generic terms like "SAVE20." Instead, use a marketing integration that generates unique, one-time-use codes for each individual email or SMS subscriber. Once the code is used, it becomes invalid, protecting your margins from unauthorized use.