Don't get minimal confused with simple
The the minimal design movement in full swing companies are making mistakes. In the search for that perfect balance between minimal and simple you may be creating complexity. Don't strip away the valuable information for the user to make the desired decission. A company that got it right is Square.
Try not to use icons withoout text unless you are certain that users know exactly what the icon represents. Shoppingcart is a commonly understood icon. Don't use it outside of what it is know for. Try not to intorduce a navigational pattern that breaks away from the norm. Don't put back buttons at the top right of a app screen.
Remember that you want your product or service to be easy to use. When the users are forced to think or overcome the complexity or think to figure out the simple then you have not produced a good user experience. Whats that phrase "keep it simple".