Product bundling allows you to boost sales, grow your revenue, and improve your customer’s average order value (AOV).
eCommerce bundles are a win-win for both store owners and customers.
Customers prefer it because they can buy a package and save money. Also, they get to try new products at lower risks.
Store owners prefer it because it increases their AOV, drives more sales, saves money on marketing, and also keeps low-selling products in circulation.
Forrester’s research finds out that upselling and cross-selling contribute to around 10–30% of eCommerce revenues.
In this guide, 10 top product bundling ideas that you can easily experiment with for your store.
10 handpicked product bundling ideas + examples from brands doing it right
1. Mix low selling items with the fast-moving ones
Every eCommerce store has some products that don’t sell as well as the others.
The problem can be with pricing, positioning, or packaging. You can definitely work on some pricing strategies, in the long run, to boost the sales for these.
But what about right now? You can try out a product bundling strategy.
Pure bundling is a product bundling example that works best to push out slow-moving items.
Pure bundles are combinations of the same product or different products that shoppers can’t buy individually. Examples of products you offer in bundles and never separately are one-time-purchase items and multipart sets, like a blow dryer set with different detachable heads.
The pros? Quite a few:
- You can easily sell your worst-selling or less popular products
- You may motivate customers to pay more than they would have in the case of individual products
- You attract value-conscious customers who may not have been interested in your brand earlier
SquattyPotty, the FDA-approved pooping accessories maker, nails this strategy.
They apply it for Invisibrush, their trademarked toilet brush + brush holder set, bundled with a replacement brush.
Given how infrequently a single buyer would purchase a toilet brush + brush holder set, this qualifies as a one-time purchase item. Besides, not that many people would go hunting for a replacement toilet brush.
Another example of a pure bundle, this one as a multi-pack of the same product, is Skinny & Co’s Cleansing Balm 3-pack bundle.
Not all your product varieties will be loved the same by customers. Packaging them in a bundle can help market the low-selling varieties.
2. Buyers love "fewer choices"
Mixed bundles are probably the most popular type of eCommerce product bundles because they are flexible. As a result, sellers control their inventory, sell to a broader range of buyers, and ease buyers’ burden of choice.
Think how McDonald’s value meals reduce the requirement for customer’s choice and offer them a set of various items.
It also adds an additional perceived value to the customer. Even if they didn’t plan to buy certain products, the idea of getting a good deal on multiple items is hard to resist.
This also reflects in pricing choices. While buying individual items may not make sense for your customers, getting them along with the items they need makes it a more appealing offer.
Skinny & Co’s travel kit of 100% organic cosmetic products is an example of a mixed product bundle that offers value to the customer.
Notice how the brand sells the idea of a chemical-free lifestyle and a hamper ideal for travel rather than just a bundle of different products.
For the customer, an individual soap or a deodorant won’t make much sense. But a pack to live the chemical-free lifestyle makes it aspirational and adds to the perceived value of the products.
The problem of choice also arises in the case of gifting. Who hasn’t felt the pressure of coming up with the right gift for their close ones?
This is a great space for curated gift bundles to weave their magic. Some retailers use gift bundles as guides for their shoppers to match different occasions.
Sellers who package mixed gift bundles by matching them to occasions make it easier for buyers to select the right gift bundles for the right celebrations.
You can keep your gift bundles flexible—like the gift crates offered by ManBox.
3. Buy-more-pay-less bundles always work
One way to avoid buyers undervaluing your bundle is to sell an entire bundle with an all-inclusive price reward.
This increases the perceived value of the bundled product and boosts the average revenue per user.
There are 3 ways you can use this strategy effectively:
- Offer 2 or more products at a single price. In this joint bundling tactic, the customer won’t be able to buy the products individually but will get both the products at a single price when bought in a bundle.
- Offer a set of high-priced and low-priced products together at a single price. This sort of leader bundling tactic attracts the customer with a leader product and also lands a sale for a low-priced product.
- Offer multiple varieties of products together at a single price. While customers can buy some of the items separately, however, they’ll miss out on the bundled deal.
Buy-more-pay-less bundles can improve your business in 2 ways:
- Increasing your AOV - You already know how AOV is an essential eCommerce metric to measure. This type of volume reward can positively impact your AOV. Customers buy more products in a single order, in effect increasing the revenue you generate from each order.
- Reducing marketing and distribution costs - As an indicator of your customer’s spending behavior, a higher AOV means your buyers spend a lot more on a single purchase in comparison to the cost of conversion. This leads to a reduction in marketing costs since you don’t need to spend on ads or promotion for individual products.
GetFPV is a US-based drone and first-person-view (FPV) equipment retailer with a global distribution reach. GetFPV’s site features a dedicated drone bundles category using 38 of their fastest-selling units, featuring great discount deals.
As the image shows, this bundle helps the customer earn a discount of up to $339.
4. Reward your customers with a discount
Discount pricing or discount bundling works great as a product bundling idea when done right.
This tactic can help create a favorable brand image in the minds of your customers. Discounts make them feel good about your brand as well as choose your brand over competitors.
One of the best discount product bundling examples to take inspiration from is buy-one-get-one (BOGO) bundles.
As per a survey by AMG Strategic Advisors, 93% of customers were found to prefer BOGO bundles.
BOGO pure bundles may come as a multi-pack of defined volume, with the bonus item, or buyers can build their bundle quantity.
Mixed BOGO bundles are also effective for cross-selling products within the same category. In this case, buyers get a different additional product when they buy the bundle.
BOGO bundle types are prevalent, and nearly 7 out of 10 buyers agree it’s their favorite kind of product bundle.
Another example of discount product bundling is a free shipping discount.
High shipping costs are a prime cause of shopping cart abandonment. Several research studies have found that free shipping boosts sales.
The best part about a free shipping discount is that it helps cover packaging and delivery costs. By making customers eligible for free shipping only if they choose a bundle with a specific order value, you ensure that your costs are covered.
This is the strategy that Jigsaw Health uses. It offers access to their free-shipping benefit for orders over $89 in the US.
Customers may choose to buy any combination of products in the store. Once the order value has reached the specified amount, they get access to free shipping.
This bundle example will help in reducing costs. Ideally, the bundle value will cover the base shipping cost and cut out the compounding cost of shipping individual products.
5. Give them a "reason" to buy more
A smart way to make your products aspirational for the customer is by offering them options for an upgrade.
An upselling bundle is a product bundling tactic you can use to increase the overall AOV of your customers. Here, you can offer your customers an upgraded or more expensive version of the bundle they have selected.
Suppose a customer is looking to buy a new smartphone. They plan to buy a similar model bundle to the one they already have. But as they go to buy, they see a recommendation for an upgraded model with all the new features and accessories. This is an example of an upselling bundle.
Using an upsell product bundling strategy can be 68% more effective than trying to grab a new customer.
Your upselling bundle can just be an upgrade to the current product with extra features or it can be a completely different and upgraded model of the product range.
Opting for an upselling bundle can present you with several benefits:
- Helps customer discover your complementary products
- Offers more value to the customer
- Increases the overall profitability of each customer
For example, Koh, a brand of cleaning products, presents an irresistible upsell bundle offer at checkout.
6. Harness the power of personalization
Another effective product bundling example you can experiment with is cross-selling. This packages together everything that the customer may need along with the purchase of their chosen product.
Cross-selling allows you to offer additional products for buyers—it works best for lower-priced items.
Usually, the products offered in a cross-sell would be relevant to the buyer’s product of interest. In addition, you can even combine a cross-selling bundle with another product bundling strategy. Like you can add a discount to the total bundled product set to make it more attractive.
For example, you purchase an $8.99 order of cheeseburgers in a fast-food restaurant, and the waiter asks if you’d like a $1.99 soda with it for $9.99 total. Like this example, cross-sell bundles are mixed bundles. The underlying idea is to recommend to buyers frequently purchased related products.
Cross-sell bundles contain personalized store experiences—buyers get what they want, sellers satisfy buyers.
As per a report by eConsultancy, 96% of marketers agree that segmentation is the key to boosting product bundling offers. Yet, eCommerce personalization and segmentation are among the top challenging CRO methods to implement.
Luckily, you can use your product performance data to personalize your offers. For example, monitoring how buyers shop in your store to discover products often bought together allows you to personalize cross-sell bundles for relevant product combinations.
Pro Tip: Switch out single-product recommendations for cross-sell bundles on your product and checkout pages.
Here’s an example from Jigsaw Health’s cross-sell bundle recommendation. You can use recommendations such as these on your product and checkout pages.
With the bundle option, buyers get a price reward when they choose any of the products from the recommendations provided.
7. Make it easy for them to keep buying from you
A great product bundling idea to get repeat customers is through subscription bundling. It delivers value as well as offers loyal customers.
It also helps in boosting your eCommerce revenue over time. Think about how Apple bundles multiple products such as music, TV, and magazine into their bundle.
This offers a lot of value to subscribers, keeps them engaged in more than one product, and helps fight subscription fatigue.
It benefits both the buyer and seller on an ongoing basis. Subscription bundles build trust and boost customer loyalty. Store owners also benefit through lower operating and shipping costs as well as the promise of consistent revenue.
Subscription bundles come with doorstep delivery, discounts, and the flexibility of buyers choosing their box contents—most customers opt to subscribe for these reasons.
Perhaps one of the most successful examples of subscription bundling is NatureBox, the healthy snack subscription brand.
Buyers can make a one-time order of NatureBox’s snack boxes in any quantity they want. They can cancel subscriptions anytime, and NatureBox will refund the unused balance from their last subscription payment.
For buyers who might be reluctant to purchase, this bundle offer won’t have to worry about refills and delivery and can subscribe once and relax for a long time before they have to renew their subscription.
8. Get them into the DIY mode
Make-your-own bundles or do-it-yourself (DIY) bundles allow buyers to choose what products they want to be in their bundle package.
DIY bundling gives you benefits like:
- Sell to a broader range of buyers,
- Improving buyer satisfaction, and
- Giving your shoppers a great brand experience
As you might have guessed, build-your-own bundles are a great hit in the fashion retail business. However, DIY bundling can also be used effectively for a lot of other product categories:
- Tech products, where buyers can choose brands/models of accessories to go with their primary purchase (smartphones, computers, drones, etc.)
- Gift items, so buyers can customize their gift boxes, and so on.
A famous example is this bundle by casual fashion retailer, Culture Kings.
The bundle specifies product combinations and volumes buyers can build but leaves the choice of brand, style, and size to them.
ManBox is a Canadian retailer of men’s gift boxes, more like crates. The crates are handcrafted and filled with items based on themes like:
- New daddy gifts
- Dog lover gifts
- Fashion and grooming items, and
- Healthy lifestyle gifts
ManBox’s primary list of products is these gift crates, which allow buyers to build their gift bundles by adding the perfect items into their preferred gift box.
9. Make seasonal shopping super easy
Bundles get special attention around the holidays, festivities, and sales promotion days like during Black Friday and Cyber Monday (BFCM) sales.
Customers can save money on those seasonal bundles at any time of the year, too, not only on special dates. Specifically, you can offer year-round bundles as specially curated, discounted bundles with a deadline featuring a count-down.
As the name indicates, seasonal bundles are examples of product bundles built around special seasons and holiday themes. Think of winter holiday bundles: Easter bundles, 4th of July bundles, Chinese holiday bundles, BFCM bundles, and the like.
However, all curated bundles offered at specific times of the year—having good value and deadline-based—are seasonal bundles.
This is a great example of a seasonal bundle from Amazon retailer, Nap Inc. It sells a bundle of 20 Christmas gift boxes exclusively available during the Christmas season.
10. Help customers discover new products
Some products just don’t sell as fast as others. Inventory clearance bundling is a product bundling example that allows you to repackage these stagnant, slow-selling, or surplus inventory in a way that’ll get buyers’ attention.
Like most other bundling offers, inventory clearance bundles help buyers eliminate the customer’s pain to discover the extra parts that complement the main product. But since most inventory clearance bundles also lower the prices of buying individual products, customers will enjoy discounts.
Think of products with replaceable parts, like electronics or OEM spare parts that don’t get as much attention as the main product.
For you to sell, the main benefits of this type of product bundling include:
- Reducing inventory waste
- Cutting the cost of storing products, and
- Clearing surplus and dead or slow-moving stock
However, you can also use inventory clearance bundling to launch new products.
Offer new products in a bundle with a relevant product. For example, if you just started stocking this new line of press-on nails, then you can bundle it with a bestselling manicure set. You may also bundle new products with surplus or stagnant inventory as a mixed BOGO bundle.
Here’s an example from GetFPV. They use inventory clearance bundling to offer a bundled selection of compatible parts into their drone DIY kit.
The kit enables buyers to follow instructions on a manual to build their drone by assembling the parts.
Kitting slow-moving replenishable SKUs with bestsellers is also a good practice in inventory clearance bundling—this refreshes your product offering or presentation.
You can give buyers a fresh experience by creatively bundling older stocks with the latest bestseller products. You’re automatically creating a new product from the old or surplus stock available. In addition, inventory clearance bundles allow customers to see your products in a new light.
Bundle to Convert
If your product bundle ideas don’t grow your AOV, gain more loyal buyers, improve your return rate, and turn “just browsing” to “can’t wait to buy,” then it hasn’t worked. Moreover, it probably won’t work until you strengthen your bundling strategy.
But at the same time, it doesn’t mean there’s no point to it. High-converting product bundling depends on how much you know about your buyers’ purchasing habits. Every product bundling failure or success can improve your understanding of how to give buyers a better brand experience.
Learn what works and what doesn’t, then you’ll perform better on your next campaign.
ConvertCart’s segmentation engine is designed to optimize any segment factor, including device, visits, and behavior. Consequently, offering buyers the most relevant experience and improving the conversion rate of your product bundling campaigns. See how it all works.