Use this article to set up and deploy the Marketplace-to-1P Migration promo code, which brings customers already ordering from your restaurant on DoorDash Marketplace over to your commission-free Storefront or first-party (1P) app. This article covers how the promo mechanic works, who it targets, when a Free Delivery promo may outperform it, and how to amplify results by pairing it with Custom CRM segmentation (Pro package required).
Note: For guidance on when to use this promo versus other formats and goal-based types, see Choosing the Right Promo Code Type and Format for Your Goal.
How the Marketplace-to-1P Migration Promo Works
The Marketplace-to-1P Migration promo uses the same discount mechanic as the Winback Promo, but the targeting is what distinguishes it. Rather than reaching lapsed customers generally, the Marketplace-to-1P Migration promo targets customers who have already placed an order on DoorDash Marketplace and have opted into marketing communications from your restaurant.
Discount mechanic: Dollar-off discount, identical to the Winback Promo format.
Target audience: Customers who have ordered on DoorDash Marketplace and opted into marketing — not lapsed customers generally.
Goal: Move active Marketplace customers to commission-free Storefront or 1P app orders.
When to Use a Free Delivery Promo Instead
The Marketplace-to-1P Migration promo is typically run as a dollar-off code, but a Free Delivery promo may perform as well or better depending on the barrier keeping your Marketplace customers from switching to your Storefront.
Note: If your target customers order delivery on DoorDash Marketplace but have not yet ordered on your own Storefront, the delivery fee may be the primary friction point. In that case, a Free Delivery promo can remove that barrier as effectively as — or better than — a dollar-off Marketplace-to-1P Migration code.
Use the following criteria to choose between the two options:
Choose a dollar-off Marketplace-to-1P Migration code when customers are already familiar with your Storefront and need a channel-switching incentive.
Choose a Free Delivery promo when the delivery fee is likely the primary reason customers have not yet ordered on your Storefront.
Pairing with Custom CRM (Pro Package)
Merchants on the Pro package can improve Marketplace-to-1P Migration conversion rates by combining the promo with Custom CRM (Customer Relationship Management) segmentation. This approach sends the Marketplace-to-1P Migration code exclusively to customers already confirmed as active on DoorDash Marketplace — the highest-value segment for this goal.
Important: Custom CRM audience segmentation requires the Pro package. Confirm your current package before setting up this send.
How to Set Up the CRM-Paired Send
In Custom CRM, create or select an audience segment defined as Marketplace customers with consent — customers who have ordered on DoorDash Marketplace and opted into marketing communications.
Attach your Marketplace-to-1P Migration promo code to the outreach campaign targeting that segment.
Send the campaign to the segmented list.
Because these customers are already active buyers at your business — ordering through DoorDash Marketplace rather than your Storefront — a Marketplace-to-1P Migration send to a CRM-segmented list typically converts notably better than a cold Winback send to a broader audience.