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Raising your Average Order Value (AOV) is one of the most effective ways to improve revenue without acquiring new customers. Instead of spending more on advertising or traffic generation, you’re getting more value from the same shoppers. One of the best strategies for this is product bundling, packaging multiple items together and offering them as a single deal.
Bundling not only increases sales, but also strengthens customer loyalty and improves the overall shopping experience. Whether you’re running a fashion store, a beauty brand, or a home goods shop, bundling can be tailored to fit your catalog and audience behavior. In this article, we’ll explore why bundling works, then break down eight proven bundling strategies with detailed examples, advantages, and implementation tips.
Bundling is the practice of combining two or more products into a single package and selling them together, often at a discounted price compared to purchasing each item individually. The concept is simple, but its impact on sales and customer satisfaction can be profound. For example, a beauty brand might sell a cleanser, toner, and moisturizer as a “Skincare Starter Kit,” while a tech store might package a laptop with a mouse and protective sleeve.
At its core, bundling serves two purposes: it increases the perceived value for the customer and maximizes revenue for the merchant. Shoppers feel they are getting a better deal, while businesses benefit from higher Average Order Value (AOV), reduced inventory of slower-moving items, and improved exposure for complementary products. Bundling can also enhance the customer experience by making shopping easier, since it eliminates the need to search for related items separately.
This strategy has long been used in both offline and online retail, from fast-food combo meals to subscription boxes. In ecommerce, bundling has become even more powerful thanks to data-driven personalization and flexible digital tools that make it easy to create dynamic offers.
Bundling is powerful because it influences both psychology and economics at the same time:
The combination of convenience, savings, and reduced decision-making makes bundling one of the most effective tactics to increase AOV.
Below are eight of the most effective bundling strategies, complete with explanations, scenarios, and practical tips for implementation.
This is the most common bundling method: pairing items that naturally belong together. For example:
Why It Works
Complementary bundles work because customers instantly recognize their usefulness. They’re practical and require little explanation. The bundle saves shoppers time, ensures they don’t forget important add-ons, and makes them feel like they’re getting everything they need in one go.
How to Implement
Tiered bundling involves offering the same product in different levels or packages. For example:
Why It Works
The decoy effect is at play here. When presented with three choices, most customers gravitate toward the middle option because it feels like the best balance between price and value. This drives them to spend more than they would on the cheapest option.
How to Implement
In a mix-and-match bundle, customers can select products from a predefined set. Examples include:
Why It Works
This strategy gives customers control over their purchase, increasing personalization and perceived value. It works especially well in categories with lots of small SKUs, like cosmetics, food, or accessories.
How to Implement
This strategy packages products based on lifestyle presentation. Instead of selling a shirt by itself, you create an entire outfit with pants, shoes, and accessories. For furniture, it might be a living room set styled together.
Why It Works
Visual storytelling is powerful. Customers often struggle to imagine how products go together. By showing a full outfit, room, or styled photo, you reduce hesitation and increase inspiration. This method is particularly effective for fashion, beauty, and home decor.
How to Implement
To create shoppable galleries to increase AOV more easily and effectively, you should use Lookfy, a powerful Shopify tool that allows merchants to create shoppable lookbooks, turning lifestyle images into interactive shopping experiences. By enabling customers to purchase an entire outfit or room setup directly from a styled photo, it makes bundling more visual, engaging, and effortless.
Some of the most profitable ecommerce businesses combine bundling with subscriptions. For example:
Why It Works
Customers love the convenience of getting everything they need at once, especially for consumables. Adding a subscription option increases both AOV and long-term customer lifetime value.
How to Implement
This strategy allows customers to create a personalized gift package. Examples include:
Why It Works
Gift bundles tap into seasonal demand and give customers flexibility. They’re popular during holidays and special occasions, and they increase order size because shoppers often feel generous when gifting.
How to Implement
Buy-one-get-one (BOGO) and similar offers encourage customers to add more items to their cart. Variations include:
Why It Works
These bundles create urgency and a sense of reward. They are especially effective for products with low production costs or high inventory levels. Customers feel they’re getting an extra value, and you increase units per transaction.
How to Implement
With customer data, you can create bundles that feel tailor-made. Examples include:
Why It Works
Personalized bundles increase relevance and reduce choice overload. Customers are more likely to say “yes” when the suggestion feels curated for them. This is a modern approach that leverages technology to maximize AOV.
How to Implement
While bundling is a proven way to boost AOV, execution is what determines whether it succeeds or backfires. Poorly designed bundles can confuse customers, hurt margins, or create fulfillment problems. To maximize results, focus on both user experience and pricing strategy. Here are the key principles to guide you:
Customers need to instantly understand the value of a bundle. Always display the original combined price alongside the discounted bundle price so the savings are obvious. Use straightforward labels like “Save $15” or “Bundle & Save 20%” to remove any guesswork. The more transparent the pricing, the more confident shoppers feel about adding the bundle to their cart.
Bundles should only include products that you can consistently fulfill. If even one item is frequently out of stock, the entire bundle becomes unavailable and frustrates customers. To prevent this, monitor inventory levels closely or create “virtual bundles” that deduct from existing stock at checkout. This ensures smooth fulfillment while avoiding the risk of canceled orders or disappointed shoppers.
With the majority of ecommerce traffic coming from smartphones, bundle design must be mobile-friendly. Ensure that bundle selection tools, dropdowns, and “add to cart” buttons are large enough to tap easily on smaller screens. Fast load times and a clean layout are critical, since mobile shoppers have less patience for complex interactions. A smooth mobile experience reduces friction and significantly improves bundle conversion rates.
Shoppers are not only motivated by lower prices, but they also want solutions. When presenting bundles, frame them as a way to solve a problem or achieve a goal (e.g., “Complete Skincare Routine” or “Everything You Need for a Cozy Living Room”). By positioning bundles as value-added experiences rather than mere discounts, you encourage higher engagement and willingness to buy. This approach strengthens perceived value without undermining your pricing.
No two audiences respond to bundling in the exact same way, which makes experimentation essential. Use A/B testing to evaluate bundle placement (product pages vs. cart), different discount levels, and messaging styles. Analyze not only AOV but also profit margins, attach rates, and return behavior to find the sweet spot. Iteration allows you to refine your approach over time and maximize both revenue and customer satisfaction.
Bundling strategies are not only sales tactics, but they’re tools to improve customer experience while driving higher revenue. From simple complementary kits to advanced personalized bundles, the key is relevance and clarity. When bundles make sense, customers feel like they’re winning, and your AOV naturally increases.
Start by experimenting with one or two of the strategies above, measure the results, and scale the ones that resonate with your audience. Done right, bundling isn’t just about boosting short-term revenue; it also builds stronger, longer-lasting customer relationships.
