How to Use Product Bundles to Increase Your Average Order Value

Product bundling is one of the simplest yet most effective strategies to increase revenue per transaction in an online store. By grouping complementary products together and offering them at a slight discount compared to buying each item separately, you deliver more value to customers while increasing the amount they spend in a single session.

Why Product Bundles Work

Bundles tap into several psychological principles:

Perceived value – Customers feel they’re getting a deal when items are grouped with a price reduction

Decision simplification – Instead of choosing between products, customers get a curated selection

Increased basket size – Even when customers only wanted one item, a bundle makes three feel reasonable

For the business, bundles increase average order value (AOV), reduce the relative cost of shipping multiple small items, and often move slower-selling products by pairing them with bestsellers.

Types of Product Bundles

Pure bundling: You only sell the items as a bundle, not separately. This works for multi-component products.

Mixed bundling: Items are available individually and as a bundle. The bundle offers a price advantage.

Build-your-own bundles: Customers choose a set number of items from a larger selection. Great for gift sets or customized kits.

Curated sets: Pre-assembled combinations designed around a theme, occasion, or use case.

Step 1: Identify Logical Bundle Combinations

The best bundles feel natural and useful. Think about:

What items do customers frequently buy together in the same session?

What accessories or complementary items enhance your hero product?

What starter kit would a new customer need to get full value from your product?

Use your sales data to identify existing cross-purchase patterns before guessing.

Step 2: Price Your Bundles Strategically

A bundle discount of 10–20% is typically enough to incentivize purchase without significantly damaging margins. Test different discount levels. For premium brands, even a 10% bundle saving feels significant.

Step 3: Create Compelling Bundle Names and Descriptions

Your bundle needs a name that communicates its purpose. “Starter Kit,” “Complete Set,” “Home Gym Bundle,” or “The Ultimate Skincare Routine” are all more compelling than “3-Item Bundle.”

**Writing persuasive bundle copy that emphasizes convenience, savings, and value requires strong communication skills. Readers may also want to visit IT Marketing Boot Camp.

Step 4: Feature Bundles Prominently

Bundles shouldn’t be buried in your store. Feature them:

On the homepage as a “Best Value” category

On individual product pages (“Pair with…”)

In email marketing as seasonal or curated recommendations

In paid ads targeting existing customers

Step 5: Create Seasonal and Limited-Edition Bundles

Holiday bundles — Christmas gift sets, Valentine’s Day packages, Mother’s Day collections — create urgency and relevance. These are also highly shareable on social media and work well as gift options.

Bundles for UK Customers

**UK gift-giving occasions (Christmas, Mother’s Day, Father’s Day) are prime opportunities for themed bundles. You can also visit LIT Market for more reading.

Bundle Impact on Business Value

**High AOV is a key metric in e-commerce business valuations. A store that generates $80 per order is inherently more valuable than one generating $30 per order with the same traffic volume. For a related read on this site, see How Independent Makers Can Navigate Global Supply Chains.

Start with your bestselling product and build your first bundle around it this week.