6 Product Bundles Types Every Store Should Know

Product bundles bring multiple products together in one offer, offering shoppers a simple reason to buy more in a single order. 

Instead of choosing products one by one, customers can discover complementary items, build personalized combinations, or save money by purchasing several products together.

However, not every bundle works in the same way. A beauty store may let customers create a skincare routine, while a fashion brand may offer a fixed outfit and a coffee shop may sell a six-pack of the same drink. 

Each approach serves a different shopping goal, and choosing the right bundle type can affect both customer experience and AOV.

This guide explores six popular types of product bundles: custom bundles, mix and match bundles, fixed bundles, multipacks, variant bundles, and bundle discounts. 

Understanding how each format works can help eCommerce brands create more relevant offers without complicating the buying process.

What are Product Bundles?

Product bundles combine two or more products into a single shopping offer. Depending on the strategy, customers may receive a discount, choose their own products, or purchase a preselected combination.

The basic idea is simple: customers get more value from buying related products together, while stores can increase the number of items in each order. 

For example, a customer who visits a clothing store to buy a shirt may also purchase matching trousers and a belt when the store shows them as a convenient bundle.

Product bundles can also make product discovery easier. When a store pairs complementary products, customers can discover items they might not have searched for on their own. 

This approach creates a more guided shopping journey while giving merchants another opportunity to increase AOV.

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6 Product Bundles Types Every Store Should Know

The six main types of product bundles include:

• Custom bundles

• Mix and match bundles

• Fixed bundles

• Multipacks

• Variant bundles

• Bundle discounts

Although these formats share the same goal of combining products, each one creates a different purchasing experience.

Custom product bundles give shoppers more control

Custom bundles allow customers to create bundles according to their preferences. Instead of receiving a pre-defined package, shoppers select the products they want from a group of eligible items.

For example, a skincare brand can offer a "build your routine" bundle that has a set of cleanser, serum, moisturizer, and sunscreen. Customers could choose one product from each category, which gives them control over the final combination.

This offer works well when customers have different needs. A buyer with dry skin may choose a hydrating cleanser and moisturizer, while another buyer who has oily skin may select other products from the same bundle structure.

Custom bundles can also boost perceived value because customers feel that they receive a custom shopping experience.

For merchants, custom bundles can support higher AOV because buyers often add several complementary products to complete their personalized bundle. F

Fether's product bundles builder supports custom bundle experiences, making it easier for Shopify merchants to create more flexible bundle offers as part of their broader cross-sell strategy.

Mix and match bundles encourage product discovery

Mix and match bundles give shoppers the freedom to combine products from a specific selection. The store usually sets the rules, while the customer decides which products make up the final bundle.

A fashion retailer, for instance, could offer "choose any 3 t-shirts" from a collection of 10 designs. Customers can select three different styles, three colors, or any combination that matches their preferences.

The biggest advantage of mix and match bundles comes from their balance between flexibility and simplicity. 

Customers do not need to build a unique order from scratch because the store already defines the eligible products. At the same time, shoppers still feel that they have control over what they purchase.

This format works well for products with similar prices, complementary categories, or multiple variations. It can also encourage customers to explore products they may have overlooked, as the bundle provides a reason to browse a wider selection.

Fether supports mix & match bundle offers, helping merchants create flexible product combinations while connecting bundles with other cross-selling opportunities.

Fixed bundles create a simple buying decision

Fixed bundles contain a predetermined combination of products. The merchant selects the items in advance, and customers purchase the complete package without choosing individual components.

A classic example would be a coffee brand that sells a "morning starter set" containing coffee beans, a mug, and a French press. The merchant decides that these three products work well together, so customers can purchase the entire set with a single offer.

Fixed bundles reduce decision fatigue because customers don't need to think about which products belong together. The store creates the combination based on product compatibility, customer demand, or purchasing behavior.

This strategy works well for complementary products. A laptop store could bundle a laptop, a wireless mouse, and a laptop sleeve, while a pet store could create a starter kit with food, toys, and grooming supplies.

The success of a fixed bundle depends on how relevant the combination feels. When every product serves a clear purpose, customers can understand why the bundle makes sense. When the products feel unrelated, the offer may appear more like an attempt to increase the order value.

Multipacks make repeat purchases more convenient

Multipacks group several units of the same product into one offer. Unlike other bundle types, multipacks usually focus on quantity rather than product variety.

For example, a snack brand could sell a box of six protein bars, while a beauty store could offer a three-pack of facial masks. Customers receive multiple units of one product, which can make the purchase more convenient and potentially reduce the cost per unit.

Multipacks work especially well for products that customers use regularly or consume over time. Household essentials, food, beverages, cosmetics, personal care products, and office supplies can all benefit from this model.

The main value comes from convenience and perceived savings. Customers do not need to reorder the same product as frequently, while merchants can increase the number of units sold per transaction.

However, the pricing structure matters. A multipack should provide a clear reason for customers to purchase several units at once. A modest price advantage, a free shipping threshold, or another incentive can make ordering a larger quantity feel more worthwhile.

Variant bundles add flexibility to product combinations

Variant bundles combine products or product options that have different variants, such as size, color, flavor, material, or style.

Imagine a customer buying a matching outfit. The shopper may want a small black shirt, medium blue trousers, and a specific shoe color. A variant bundle allows customers to select these options in a single purchase.

This approach works well for fashion, beauty, food, accessories, and other product categories with multiple options. Customers can personalize their selections while still benefiting from the convenience of a bundled offer.

Variant bundles also help merchants create more relevant cross-selling experiences. A store can connect products based on how customers actually shop, rather than showing the same generic recommendation to everyone.

For example, a customer who selects a red dress could see matching red accessories. At the same time, someone who chooses a specific shoe size could receive recommendations for complementary products that fit the same style.

The key challenge involves managing the number of available choices. Too many combinations can make the shopping experience confusing, so the bundle structure should remain easy to understand.

Bundle discounts make larger purchases more attractive

Bundle discounts provide a financial incentive when customers purchase multiple products together. The discount may apply to a fixed bundle, a mix and match offer, or a specific quantity of products.

For example, a store could offer 10% off when customers buy two related products and 20% off when they purchase three. This structure encourages customers to increase their order because the additional savings become more attractive as the basket grows.

Bundle discounts can also support volume-based purchasing. A customer who initially plans to buy one product may decide to purchase three after seeing a clear price advantage.

However, discounting alone does not guarantee a successful bundle strategy. Customers still need to see a logical connection between the products. A discount can strengthen a relevant offer, but it may not rescue a bundle that lacks value or product fit.

For this reason, merchants often combine discounts with cross-selling recommendations. Fether, for example, supports buy-together offers and volume discounts that can help stores pair complementary products and incentivize purchases.

How to Choose the Right Product Bundle Type

The right bundle format depends on your products, customers, and business objectives.

Custom bundles suit brands that want to offer personalization. They work well when customers have different needs and can benefit from choosing products individually.

Mix and match bundles fit stores with a broad product selection. They encourage customers to explore products while maintaining clear bundle rules.

Fixed bundles work best when certain products naturally belong together. They simplify the purchasing process because the merchant has already selected the combination.

Multipacks make sense for products that customers buy repeatedly. They focus on convenience and quantity rather than product variety.

Variant bundles are useful when product options play an important role in the buying decision. They give customers more control over colors, sizes, flavors, and other attributes.

Bundle discounts appeal to price-conscious shoppers and can encourage customers to increase their purchase quantity. They work particularly well when the discount supports an already relevant product combination.

Many successful eCommerce stores combine multiple approaches rather than relying on a single bundle type. A fashion store might offer fixed outfit bundles, mix and match promotions, and discounts for buying multiple accessories. 

This strategy gives customers multiple ways to discover and purchase products that match their shopping preferences.

How Product Bundles Can Increase AOV

Product bundles can influence AOV by encouraging customers to purchase multiple products in a single transaction. The effect becomes stronger when merchants connect products that naturally complement each other.

For example, a customer who buys a camera may also need a memory card, camera bag, and tripod. Showing these products together creates a convenient path toward a more complete purchase.

Personalization can make this strategy even more effective. Fether uses AI to analyze sales data and order history to generate product recommendations and potential upsell opportunities. Its AI-powered frequently bought together feature can identify products that customers often purchase together, while related products sections can surface relevant recommendations across the storefront.

This data-driven approach can reduce guesswork by enabling merchants to build offers around actual purchasing patterns. At the same time, stores can combine AI recommendations with manually created bundles when they want greater control over specific promotions.

The strongest bundle strategy usually focuses on relevance first and discounts second. Customers are more likely to add another product when the recommendation solves a real need, completes their purchase, or offers meaningful convenience.

Final Thoughts

Product bundles give eCommerce stores a flexible way to increase order value while creating a more convenient shopping experience. Product bundles can take many forms, from personalized custom bundles and flexible mix and match offers to simple multipacks and carefully selected fixed combinations.

A strong bundling strategy often combines different bundle types with relevant cross-selling and product recommendations. Tools such as Fether can support this process by bringing together product bundle building, AI-powered recommendations, Frequently Bought Together offers, Related Products, Buy Together cross-sells, and volume discounts into a single solution.

When the right products appear together at the right moment, a bundle becomes more than a discount. It is a useful part of the customer journey that helps shoppers discover products they genuinely need while allowing merchants to grow AOV.

FAQ

What are product bundles?

Product bundles combine two or more related products into one offer, allowing customers to purchase complementary items together. Depending on the bundle type, shoppers may choose the products themselves, purchase a fixed combination, or receive a discount for buying multiple items.

Which type of product bundle is best for my store?

The best option depends on your products and customer preferences. Custom and mix and match bundles work well for personalized shopping, fixed bundles suit complementary products, multipacks fit repeat-use items, and variant bundles work well when customers need to choose options such as size or color.

Can product bundles help increase AOV?

Yes. Product bundles can encourage customers to add more products to their carts by combining relevant items into a convenient offer. Stores can further increase AOV by pairing bundles with personalized recommendations, cross-sells, or discounts that give customers a clear reason to purchase more.