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Product bundling

Mar 06, 2024

What is Product Bundling?

Product bundling is an ecommerce marketing strategy where multiple products are grouped and sold as a package deal at a discounted price. This approach is commonly used to increase sales by offering customers better value than they would receive if they purchased each item individually. Product bundles can include related items frequently purchased together, complementary products that enhance each other's usage, or a combination of different products to appeal to a wider range of customers.

What is product bundling?

What are the Different Types of Product Bundles?

There are several types of product bundles that ecommerce businesses can use to appeal to different customer needs and preferences:

Pure Bundles

This type of bundle includes a set of products that can only be purchased together as a package deal. Customers cannot buy the items individually. 

An example of pure bundles comes from subscription-based meal delivery company, HelloFresh which bundles the ingredients necessary to cook pre-determined meals. Shoppers cannot buy the items a la carte or pick the specific ingredients they’d like to purchase— it’s all or nothing.

HelloFresh Product Bundling Example

Cross-Sell Bundles

Cross-sell bundles combine products from different categories that complement each other.

Skincare brand, SKKN by Kim, sells a face mask and application brush together as a package deal. Although these products are in different categories, they complement each other perfectly.

SKKN by Kim Product Bundling Example

New Product Bundles

A new product bundle refers to when a brand pairs new items with existing popular products, enticing customers to explore the brand's full breadth of offerings.

Nail polish brand, Olive & June, sells bundles that include both best-selling and limited-edition items, exposing shoppers to (and hopefully getting them hooked on) the brand’s broader catalog of products.

Olive & June Product Bundling Example

Mix-and-Match Bundles

In mix-and-match bundles, customers can select from a range of products to create a personalized bundle. This approach allows for greater flexibility and caters to individual preferences.

Skincare brand, Farmacy, enables shoppers to mix and match which products they’d like to include in their custom bundle.

Farmacy Product Bundling Example

Each type of bundle has its advantages and can be used strategically to increase sales, attract customers, and enhance the overall shopping experience.

What are the Benefits of Product Bundling for Ecommerce Businesses?

Product bundling offers several benefits for ecommerce businesses:

Increased Sales

Bundling encourages customers to purchase multiple items together, leading to higher average order values (AOV) and increased revenue for the business.

Higher Margins

By offering bundled products at a slightly discounted price compared to buying each item separately, businesses can still maintain healthy profit margins while providing value to customers.

Clear Inventory

Bundling can help liquidate slow-moving or excess inventory by combining it with popular items, reducing the need for markdowns or clearance sales.

Customer Satisfaction

Bundles provide customers with convenience and value by offering complementary products or a complete solution in one purchase, leading to higher satisfaction and potentially fostering customer loyalty.

Competitive Advantage

Ecommerce businesses can differentiate themselves from competitors by offering unique and attractive bundles that cater to specific customer needs and preferences.

Upselling and Cross-selling Opportunities

Bundles provide opportunities for upselling and cross-selling additional products or upgrades, increasing overall sales and customer lifetime value (CLTV).

Marketing and Promotions

Bundling can be leveraged in marketing campaigns and promotions to attract new customers, drive website traffic, and create buzz around the brand.

Data Collection and Insights

Analyzing bundle sales data can provide valuable insights into customer preferences, buying patterns, and trends, which can inform future product development and marketing strategies.

Product Bundling Examples

Love Wellness

Women’s wellness and personal care brand, Love Wellness, offers visitors a 15% discount when they bundle two products.

Love Wellness Product Bundling Example

Away Luggage

Away Luggage offers a modest discount to entice visitors to add a second piece of luggage to their order directly from the product detail page (PDP).

Away Product Bundling Example


Instant coffee and tea company, Waka, enables customers to customize the bundles they choose to order.

Waka Product Bundling Example

For more examples, check out our blog: Product Bundling 101: Benefits, Types, and Examples.

Product Bundle FAQs

How should I determine which products to include in a bundle?

Consider customer preferences, purchasing patterns, and complementary items that enhance the value of each other when deciding on bundle contents. Leverage analytics tools that enable you to uncover insights and apply purchase data to your product bundling strategy.

How can I track the performance of product bundles?

Monitor sales metrics, customer feedback, and conversion rates (CVR) for bundled items to evaluate the success of your bundle offerings.

How can I incentivize customers to buy product bundles?

Offer additional perks such as free shipping, loyalty points, or bonus items to incentivize customers to choose bundled offerings.

Should I offer discounts on product bundles or focus on value-added benefits?

The decision depends on your target market and business goals. Discounts may attract price-sensitive customers, while value-added benefits like gifts or free shipping can enhance perceived value. Consider running a website experiment to determine what types of product bundles resonate most with your visitors.

How can I create a sense of exclusivity around product bundles?

Offer limited-edition bundles, collaborate with influencers or brands for exclusive partnerships, or provide early access to bundles for loyal customers.

What strategies can I use to cross-sell or upsell with product bundles?

Recommend related products or upgrades during the checkout process, offer bundle upgrades with premium features, or provide discounts on complementary items when bundled together.

How can I effectively communicate the benefits of product bundles to customers?

Use persuasive copywriting, social proof, and visual elements like product images or videos to highlight the convenience, savings, and value of bundled offerings.

What role does data analysis play in optimizing product bundles?

Analyze purchase data, customer feedback, and market trends to identify popular bundle combinations, pricing strategies, and opportunities for bundle optimization and expansion.

How can I differentiate my product bundles from competitors in the market?

Focus on unique value propositions, exclusive offerings, and creative bundle combinations to stand out and attract customers amidst competition.

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