How to Build Product Bundles That Increase AOV (A Practical Strategy Guide)
Most stores try product bundles at least once—and many give up after a week. Not because bundling “doesn’t work,” but because the bundles are built randomly, priced poorly, or shown at the wrong moment.
When bundles are structured with clear intent, they don’t feel like a discount trick. They feel like a shortcut. Customers get a complete solution faster, and you earn a higher average order value (AOV) without forcing aggressive upsells.
Why Bundles Increase AOV (When Done Right)
Bundling works because it matches how people prefer to shop: fewer decisions, clearer outcomes, and less risk. Instead of asking shoppers to “buy more,” you help them buy better.
In practice, strong bundles lift AOV through three mechanisms:
- Convenience: shoppers get everything they need without searching across pages.
- Confidence: curated sets reduce uncertainty (“Did I miss something important?”).
- Value framing: a bundle presents a clear “this is the smart choice” option.
That last point matters: customers don’t need the biggest discount. They need the clearest reason to say yes.
The 3 Bundle Types That Work in Ecommerce
Before building tactics, align on the bundle type. Most high-performing bundle programs use a mix of these three (not one).
1) Complementary bundles
These pair the main product with accessories or essentials that make the product “work better” (or work at all). They’re ideal for reducing friction and increasing purchase completeness.
- Phone + case + screen protector
- Coffee machine + filters + descaling solution
- Skincare serum + moisturizer + sunscreen
2) Kit or routine bundles
Kits are structured sets that promise a specific outcome. Customers pay more because the bundle feels like a guided plan, not a shopping cart.
- “Starter kit” for beginners
- “Travel essentials kit”
- “4-week routine bundle”
3) Volume and multi-pack bundles
These bundles increase quantity, not variety. They work best when replenishment is expected or when the product has high repeat usage.
- Buy 2–3 for a better unit price
- Family packs
- Subscription alternatives (without subscription friction)
9 Bundle Strategies You Can Apply Today
The strategies below are designed to be practical. Pick 2–3 to implement first, then expand once you can measure what’s working.
1) Build “must-have” bundles that prevent missing accessories
Some products have a hidden requirement: a cable, adapter, refill, mount, protective part, or tool. When customers realize they forgot it, the order feels incomplete.
Bundle those essentials with a simple promise: everything you need in one delivery. This is one of the easiest ways to increase AOV while also reducing support tickets.
2) Create outcome-based kits instead of product-based sets
Many bundles fail because the naming is bland: “Bundle A + Bundle B.” Outcome bundles convert because they tell customers what changes in their life after buying.
- Bad: “serum + moisturizer + toner”
- Better: “glow routine: brightening essentials”
- Best: “7-minute morning routine for clearer skin”
3) Use “frequently bought together” as your baseline (then refine)
Start with what customers already do. If your store has enough order history, “frequently bought together” patterns reveal which combinations are naturally accepted.
From there, improve the bundle by removing low-relevance items and testing one stronger add-on that increases perceived completeness.
4) Offer a smart “complete the set” option on product pages
On-product-page bundles are most effective when the shopper is still exploring and open to guidance. Keep it tight: 2–3 add-ons max, all clearly related.
If your store has categories like apparel, home, or beauty, “complete the look” and “finish the routine” bundles can lift AOV without discounting heavily.
5) Use cart-stage bundles for “last-mile confidence”
Cart bundles are less about discovery and more about reassurance. The shopper has already committed to something; now your job is to prevent regret.
- Offer protection / care items
- Add compatibility helpers (right size, right type)
- Present the bundle as a safeguard, not a push
6) Structure bundles around constraints
Constraints create clarity. Instead of letting shoppers build endless combinations, design bundles with a rule that makes the decision easier.
- pick any 3 items from this collection
- choose 1 base + 2 add-ons
- mix & match within a theme (travel, gym, office)
Customers feel in control, but the store still guides the outcome.
7) Pair one hero product with two “supporting” items
This is a high-converting structure because it tells a story: the hero is the main purchase, the other two are what make it better.
- hero: premium bottle → support: cleaning brush + spare lid
- hero: running shoes → support: socks + anti-blister balm
- hero: camera → support: memory card + travel case
8) Apply volume discounts to bundles that have natural replenishment
Volume only works when it feels sensible. Customers won’t buy 3 expensive items just to “save,” but they will buy multiples of things they regularly use.
Examples include consumables, refills, replacement parts, supplements, and everyday essentials. Done well, volume discounts raise AOV while improving repeat purchase behavior.
9) Rotate bundle themes based on real seasons, not marketing calendars
Bundles perform best when they match real customer needs. That might align with holidays—but often it aligns with weather, school cycles, travel peaks, or lifestyle patterns.
- Winter: insulation + care kits
- Summer: travel + outdoor bundles
- Back-to-school: organization + essentials sets
Pricing Bundles Without Killing Margin
Most bundle pricing mistakes come from using one rule for every product. Instead, choose a pricing approach based on the bundle’s purpose.
Value-add bundles (lowest discount)
If the bundle exists to increase completeness (accessories, protection, refills), keep the discount minimal. The conversion lift comes from convenience, not price.
Hero kits (moderate discount + strong framing)
For outcome kits, customers will pay more if the bundle is well-positioned. A moderate incentive can help, but the headline should emphasize the result, not the percentage off.
Volume bundles (discount is the product)
For multi-packs, the discount is the point. Here, your job is to protect margin by selecting products with stable costs and strong repeat usage.
| Bundle purpose | Recommended discount style | Primary conversion driver |
|---|---|---|
| Completeness / accessories | low or none | convenience + confidence |
| Outcome kits | moderate + clear framing | story + result |
| Multi-pack / replenishment | tiered or volume | unit economics |
Where to Show Bundles for Maximum Lift
Placement changes the shopper’s mindset. A bundle that converts on the product page can fail in the cart if it looks like a last-second upsell.
Product page: best for discovery
Use bundles to guide the decision early. Keep the offer simple, visually clean, and relevant to the product being viewed.
Part: best for finishing the purchase
Cart bundles should reduce doubt. Protection items, compatibility helpers, and “complete the set” offers work well here.
Post-purchase: best for replenishment or upgrades
Post-purchase bundles can increase revenue without interfering with checkout. Use them for refills, add-ons, or the next logical step after the initial product.
How to Turn Bundle Strategy Into Execution (Without Rebuilding Everything)
Once you know what bundles you want, execution becomes the bottleneck—especially if you’re testing combinations, swapping products, or tailoring bundles by category.
This is where a dedicated bundle workflow can help you move faster. For example, Fether supports building bundles and “frequently bought together” style offers so merchants can test curated sets and improve AOV without turning every bundle change into a theme project.
How to Measure and Improve Bundle Performance
You don’t need complex dashboards to improve bundles. You need the right questions and a consistent review rhythm.
Track bundle attach rate
Attach rate is the percentage of orders where the bundle (or an add-on) is accepted. If attach is low, your relevance or placement is off.
Watch aov lift vs margin tradeoff
Bundles can raise AOV while reducing margin if discounts are too aggressive. Compare AOV lift against gross margin per order, not just revenue.
Run small tests instead of huge changes
Change one variable at a time:
- Swap one add-on item
- Adjust framing (“complete the kit” vs “save 10%”)
- Move placement from cart to product page
Common Bundle Mistakes to Avoid
Bundling fails for predictable reasons. Fixing these usually produces a fast improvement.
- Too many items: more options often lowers conversion.
- Weak relevance: bundles must feel obviously connected to the main product.
- Discount-first messaging: value framing beats percentage shouting in most categories.
- No measurement: bundles need iteration, not a one-time setup.
FAQ
What is the best bundle type for increasing aov?
Complementary bundles and outcome kits tend to lift AOV fastest because they feel like a better purchase, not just a larger one. Volume bundles work best for replenishment products.
How many items should a bundle include?
Most high-performing ecommerce bundles include 2–4 items. If you need more, consider a “pick any 3” mix-and-match structure to keep the decision simple.
Should i discount every bundle?
No. Some bundles convert because of convenience and completeness. Save bigger discounts for volume bundles where the unit price logic is obvious.
Where should bundles appear on a shopify store?
Product pages are best for discovery, carts are best for last-mile confidence, and post-purchase is best for replenishment and upgrades. The right mix depends on your category and funnel.
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