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Ecommerce Coupons and how to make them work for you. Many ecommerce website owners wonder whether coupons are right for their business. Indeed, these can be a great way to bring in new customers and also to encourage them to make purchases. On the other hand, there are drawbacks as well. Coupons obviously cut into your own profit margins, and they can distract customers from the buying process as well. They are something that has to be handled in moderation. The first step is to decide which kind is best for you. Here are a few ideas.