Discounts and vouchers are among the most important impulses in online trading. This was the result of a YouGov study on behalf of Coupons.de. According to YouGov, it shows that consumers react much more to vouchers and discounts than to classic loyalty programs or social media inspiration. 2,007 people were interviewed between May 20 and 22, 2025.
According to this, 40% of the participants stated that they buy products more when a voucher is available – with Generation Z this value is even 54%. While freezing is widespread as a spontaneous purchase incentive, discounts and cashback offers have a stronger effect, but often require active search or manual input-which apparently deteriorates.
In addition, 55% of those surveyed would like an automatic use of discounts in the shopping cart. The classic channel also dominates for discount sources: Shop newsletter and emails lead with 53%, followed by voucher portals (40%) and recommendations from the personal environment (27%).
Consumers are apparently significantly more reserved when it comes to social commerce: 82% have never bought via social platforms, 95% measure these channels no relevance for the ideal online shopping experience. Only millennials are more open here – 22% have already ordered via social commerce.
According to the study, transparency, mobile usability and personalization are among the central optimization fields in e-commerce. The young target group wants more targeted voucher offers, faster delivery options and clearer information on sustainability aspects.
Regardless of age, the price remains the strongest purchase criterion: almost 60% of all respondents regularly compare prices, even in higher income classes. The study results illustrate that automated, user -friendly voucher solutions continue to represent a relevant competitive advantage in online trade.