diff --git a/erpnext/accounts/doctype/coupon_code/coupon_code.json b/erpnext/accounts/doctype/coupon_code/coupon_code.json
index f88057fc3e8..930248ffe2b 100644
--- a/erpnext/accounts/doctype/coupon_code/coupon_code.json
+++ b/erpnext/accounts/doctype/coupon_code/coupon_code.json
@@ -13,6 +13,7 @@
   "customer",
   "column_break_4",
   "coupon_code",
+  "from_external_ecomm_platform",
   "pricing_rule",
   "uses",
   "valid_from",
@@ -61,11 +62,12 @@
    "unique": 1
   },
   {
+   "depends_on": "eval !doc.from_external_ecomm_platform",
    "fieldname": "pricing_rule",
    "fieldtype": "Link",
    "label": "Pricing Rule",
-   "options": "Pricing Rule",
-   "reqd": 1
+   "mandatory_depends_on": "eval: !doc.from_external_ecomm_platform",
+   "options": "Pricing Rule"
   },
   {
    "fieldname": "uses",
@@ -114,13 +116,20 @@
    "options": "Coupon Code",
    "print_hide": 1,
    "read_only": 1
+  },
+  {
+   "default": "0",
+   "fieldname": "from_external_ecomm_platform",
+   "fieldtype": "Check",
+   "label": "From External Ecomm Platform"
   }
  ],
  "links": [],
- "modified": "2024-03-27 13:06:47.220931",
+ "modified": "2024-06-28 06:17:01.833399",
  "modified_by": "Administrator",
  "module": "Accounts",
  "name": "Coupon Code",
+ "naming_rule": "By fieldname",
  "owner": "Administrator",
  "permissions": [
   {
@@ -177,4 +186,4 @@
  "states": [],
  "title_field": "coupon_name",
  "track_changes": 1
-}
\ No newline at end of file
+}
diff --git a/erpnext/accounts/doctype/coupon_code/coupon_code.py b/erpnext/accounts/doctype/coupon_code/coupon_code.py
index 540011dd0ac..dd4bfa95792 100644
--- a/erpnext/accounts/doctype/coupon_code/coupon_code.py
+++ b/erpnext/accounts/doctype/coupon_code/coupon_code.py
@@ -23,8 +23,9 @@ class CouponCode(Document):
 		coupon_type: DF.Literal["Promotional", "Gift Card"]
 		customer: DF.Link | None
 		description: DF.TextEditor | None
+		from_external_ecomm_platform: DF.Check
 		maximum_use: DF.Int
-		pricing_rule: DF.Link
+		pricing_rule: DF.Link | None
 		used: DF.Int
 		valid_from: DF.Date | None
 		valid_upto: DF.Date | None
diff --git a/erpnext/accounts/doctype/coupon_code/test_coupon_code.py b/erpnext/accounts/doctype/coupon_code/test_coupon_code.py
index aad341e9e1d..293e3d2aa4b 100644
--- a/erpnext/accounts/doctype/coupon_code/test_coupon_code.py
+++ b/erpnext/accounts/doctype/coupon_code/test_coupon_code.py
@@ -142,3 +142,39 @@ class TestCouponCode(unittest.TestCase):
 
 		so.submit()
 		self.assertEqual(frappe.db.get_value("Coupon Code", "SAVE30", "used"), 1)
+
+	def test_coupon_without_max_use(self):
+		from erpnext.accounts.doctype.pricing_rule.utils import (
+			update_coupon_code_count,
+			validate_coupon_code,
+		)
+
+		coupon = frappe.get_doc(
+			{
+				"doctype": "Coupon Code",
+				"coupon_name": "_Test Coupon Without Max Use",
+				"coupon_code": "TESTUNLIMITED",
+				"from_external_ecomm_platform": 1,  # avoids requirement for pricing rule
+				"valid_from": frappe.utils.nowdate(),
+				"maximum_use": 0,
+				"used": 0,
+			}
+		)
+		coupon.insert(ignore_permissions=True)
+
+		# Validate initial state
+		self.assertEqual(coupon.used, 0)
+		self.assertEqual(coupon.maximum_use, 0)
+
+		# Use coupon multiple times
+		for _ in range(5):
+			validate_coupon_code(coupon.name)
+			update_coupon_code_count(coupon.name, "used")
+			coupon.reload()
+
+		# Check that the coupon is still valid and usage count increased
+		self.assertEqual(coupon.used, 5)
+		validate_coupon_code(coupon.name)  # This should not raise an error
+
+		# Clean up
+		coupon.delete()
diff --git a/erpnext/accounts/doctype/pricing_rule/utils.py b/erpnext/accounts/doctype/pricing_rule/utils.py
index ec83d650c4a..aa6bce6696c 100644
--- a/erpnext/accounts/doctype/pricing_rule/utils.py
+++ b/erpnext/accounts/doctype/pricing_rule/utils.py
@@ -731,7 +731,7 @@ def validate_coupon_code(coupon_name):
 	elif coupon.valid_upto:
 		if coupon.valid_upto < getdate(today()):
 			frappe.throw(_("Sorry, this coupon code's validity has expired"))
-	elif coupon.used >= coupon.maximum_use:
+	elif coupon.maximum_use and coupon.used >= coupon.maximum_use:
 		frappe.throw(_("Sorry, this coupon code is no longer valid"))
 
 
@@ -739,7 +739,10 @@ def update_coupon_code_count(coupon_name, transaction_type):
 	coupon = frappe.get_doc("Coupon Code", coupon_name)
 	if coupon:
 		if transaction_type == "used":
-			if coupon.used < coupon.maximum_use:
+			if not coupon.maximum_use:
+				coupon.used = coupon.used + 1
+				coupon.save(ignore_permissions=True)
+			elif coupon.used < coupon.maximum_use:
 				coupon.used = coupon.used + 1
 				coupon.save(ignore_permissions=True)
 			else: