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

Initially founded in 2012, Honey gained popularity for its promise to help consumers find the best deals, which led to its acquisition by PayPal for $4 billion in 2020.

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

However, MegaLag’s investigation uncovered practices that may mislead consumers, as well as influencers.

One major issue identified was Honey’s tendency to promote specific discount codes—often exclusive to its business partners—while overlooking potentially better offers. For example, when a company offers a more generous discount, Honey may prioritise a code like “HONEY10,” which only provides a 10% discount, rather than a larger one that might be available.

This behavior has led critics to argue that the extension is not always delivering the best value to consumers.

Additionally, Honey’s actions have raised concerns regarding affiliate marketing. The extension was shown to reattribute sales made through affiliate links, taking credit for the transaction and potentially cutting out the original influencer or platform that promoted the product.

Photo credits: MegaLag

This practice has drawn criticism from those 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 revenue.

Photo credits: MegaLag

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

Critics argue that Honey’s evolution, particularly after its acquisition by PayPal, has shifted its focus away from benefiting consumers and towards business interests.

For consumers seeking the best deals, experts suggest that conducting independent research may 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.