A recent investigation by MegaLag has raised concerns about the web browser extension Honey, a tool designed to automatically apply discount codes when shopping online.

Founded in 2012, Honey gained popularity due to its promise of helping consumers find the best deals, leading to its acquisition by PayPal for $4 billion in 2020.

The extension is promoted to ensure users always get the best discounts without having to manually search for codes.

However, MegaLag’s investigation uncovered practices that could mislead both consumers and influencers.

A key problem was Honey’s tendency to promote certain discount codes – often exclusive to its business partners – while overlooking potentially better deals. For example, if a company offers a more generous discount, Honey might prioritize a code like “HONEY10,” which only offers a 10% discount, instead of a larger discount that might be available.

This behavior has led critics to argue that expansion does not always provide the best benefit to consumers.

Additionally, Honey’s actions have raised concerns about affiliate marketing. The extension was revealed to reattribute sales made through affiliate links, recognizing the transaction and potentially excluding the original influencer or platform that promoted the product.

Photo credit: MegaLag

This practice has drawn criticism from people in the affiliate marketing space, including prominent YouTubers like Mr. Beast and Marques Brownlee, who have previously promoted Honey and its benefits to consumers. Critics claim that Honey’s practices harm influencers who rely on affiliate marketing for income.

Photo credit: MegaLag

While Honey’s original goal was to make online shopping easier by automating the application of discount codes, its current business practices, including prioritizing its own partner discounts and undermining affiliate marketing, have led some users, including the author of the article, to do so prompted to uninstall the extension.

Critics argue that Honey’s evolution, particularly after its acquisition by PayPal, has shifted its focus away from consumer benefits and toward business interests.

For consumers looking for the best deals, experts suggest independent research could be more effective than relying on tools like Honey.

Despite its early success, Honey’s recent practices have sparked debate over whether it continues to serve the interests of online shoppers or simply benefits business partners.