Marketing Manager
If you run an online store long enough, you realise that product bundle pricing is one of the most effective pricing tools available. The right bundle can push AOV up and keep inventory healthy, and deliver some of the most reliable benefits of bundling without constant sitewide discounts.
For almost 7 years, I’ve been working with Shopify merchants on how they use bundles on the storefront, what actually moves the needle, and which ideas look good on paper but hurt margin in real life.
In this piece, I’m pulling those real-world wins and mistakes into a simple guide you can borrow from, instead of figuring everything out the hard way.
Product bundle pricing means selling 2 or more related products together at a single combined price, usually a better deal than buying each item separately. Merchants use bundle pricing to make the value feel obvious, help customers get a complete solution in one go, and lift AOV without relying on blanket discounts.
In e-commerce, you will mostly work with 2 bundle pricing models:
Pure vs mixed bundling: pros and cons
| Pure bundling | Mixed bundling | |
| Pros | – Very clear value message and simple decision for shoppers.- Can lift AOV and give quieter items more exposure inside the set. | – Captures both single-item shoppers and value seekers.- Easy to test offers that raise AOV without changing the products themselves. |
| Cons | – Fewer choices for customers who only want part of the set.- If one component loses appeal, the whole offer can slow down. | – More pieces to manage in pricing, inventory, and returns.- If the price gap is not clear, customers may ignore the bundle and buy just one item. |
👉 Read more: Pure Bundling vs. Mixed Bundling: Key Differences, Examples, and When to Use Each
I’ve spent around seven years helping Shopify merchants grow. When thinking of bundle pricing, there are mainly 4 key cases when bundle pricing strategy works best:
1. When you want to increase AOV
You can totally use bundles to make “spending more” feel effortless. Most shoppers don’t plan to buy extra items; they just want a simple solution. But when the full set solves their problem in one click, it suddenly feels like the smart choice, not an upsell.
Merchants I’ve worked with often place bundles on high-intent pages or even right inside the cart. They show both the bundle price and the total if bought separately, so shoppers immediately see the deal. The outcome is bigger baskets without steep discounts, simply because the offer makes sense.
2. When products complete one job together
Some products don’t stand alone. They deliver real value only as a set. For example, a camera means little without a lens, a tripod, and a memory card.
My clients in electronics and home goods used to design “starter” or “complete” kits that mirror what customers would have to figure out on their own. These bundles remove uncertainty, speed up purchase decisions, and cut return rates because shoppers leave with everything they need from day one.
3. When you need to clear stock strategically
Discounting can erode brand value fast, but bundling turns it into an opportunity. Instead of a “last chance” sale, combine slower-moving items with top performers under a clear theme, something like “hydration duo” or “weekend travel pack.”
The offer feels purposeful instead of desperate. I’ve seen this approach keep sell-through strong while protecting margins, simply because the narrative shifts from clearing space to giving extra value.
4. When you’re testing new products
If you’re launching something new, you can totally use bundling to get real feedback faster. Pair the new SKU with a proven bestseller and watch how customers respond to that specific bundle pricing strategy.
Many brands run short “intro bundles” to measure attach rate, reviews, and reorders before scaling up. It’s a smart, low-risk way to validate demand and tweak positioning before pouring money into ads.
When we built BOGOS, bundling was one of the features we focused on the most. Over time, supporting thousands of Shopify merchants has given me a front-row seat to how creative brands can get with it. Below are some bundle pricing strategies that I’ve seen perform exceptionally well.
👉 If you’re wondering how to create bundles on Shopify, our team has explained everything you need to know in this article: [2025] A Beginner’s Guide to Shopify Product Bundles.
This bundle pricing is perfect for brands selling high-ticket or high-commitment products, things that customers want to “try before they buy big.” It works beautifully for skincare, supplements, or tools that need trust to grow. Offering a smaller, affordable starter version lets new customers experience your brand without hesitation. Once they love it, the upgrade path becomes natural.
Seasonal bundle pricing works best for merchants with a wide product range or clear demand peaks such as fashion, beauty, wellness, and gifting brands.
On BOGOS, we see this pattern every year. During BFCM 2024, merchants using BOGOS generated:
That surge was nearly double a normal month, matching wider data that shows holiday weeks consistently deliver the biggest spikes in online spending.
And from what I’ve seen working with Shopify merchants over the years, those spikes almost always come from stores that prepare clear, purposeful bundles rather than relying on last-minute discounts.
Practical tips for seasonal bundles:
What makes this different from a pure or fixed bundle is how flexible it is.
In a pure or fixed bundle, every item in the set is locked in. Customers can only buy that exact combination as one pack.
With a complete set bundle, you still guide them toward the pieces that belong together, but they can choose the specific products, sizes, and colours that fit them. In practice, it usually runs as a mixed bundle rather than a rigid pre-pack.
The goal is to build a ready-to-go solution around a core product. A shopper who starts with a shirt can finish the look with matching trousers and a scarf. Someone interested in skincare can pick a full routine in one place. You show them what “complete” looks like and then make it more attractive to take the set together, often with a simple tiered discount that increases as they add compatible items.
A strong example of this “complete the set” logic comes from Coleman Furniture. By using Syte’s Shop the Look to let shoppers build a full room around one core item, customers naturally added multiple complementary pieces instead of buying just one. According to the case study, this lifted conversion 7.1× and increased AOV by 29%, exactly the kind of lift complete-the-set bundles are designed to create.
Mix-n-match is quite similar to completing the set because both aim to put more than one item into the same offer and grow the cart naturally.
The difference lies in how fixed the journey is.
With the complete set, customers move through predefined categories they must choose from (like case, monitor, keyboard, and mouse in a PC setup). With mix and match, you simply give them a pool of 10–20 products or variants and let them freely pick any combination they like within a simple rule, such as “Choose any 4 for $60”.
Complete the set is a better fit for businesses with clear hero products and obvious “full setup” paths, like electronics, full skincare routines, or complete outfits. Mix and match works best for stores where variety and personal taste matter more than a strict routine, such as apparel, snacks, teas, candles, or small accessories.
In BOGOS, you can run this idea in 2 ways. The Mix and Match widget sits on the product page and lets customers add items from a curated list into one bundle in a few clicks, which is ideal for interchangeable SKUs like colours, sizes, or flavours. When you need a more guided flow around a hero product, the Build Your Bundle page is available for a complete set style journey while still using the same mix-and-match pricing logic.
👉 For more bundle pricing examples, if you need: 13+ Smart Bundle Pricing Examples for Shopify Stores in 2025
Bundle pricing plus service works best when customers are not only buying a product but also looking for convenience or a nicer experience. You keep the core bundle as products, then add a small, clear service that solves a real worry for them.
You can try ideas like:
For this bundle pricing strategy, the idea is simple: you package your most popular, best-selling item (the “hero product”) with other items to sell them together as a single unit.
One of the most common mistakes I see with this type of bundle pricing is that teams discount every item in the set, including the flagship product that already sells well at full price.
With a hero + add-ons bundle pricing strategy, the mindset needs to be completely different. You must keep the hero at its normal price and only discount the supporting products around it.
In practice, you build everything around one best seller, such as a top laptop, a hero serum, or a best-selling power tool. Customers then see a curated set of add-ons like cases, cables, refills, or accessories that make the main item easier to use.
By keeping the hero at full price and applying the discount only to those add-ons when the hero is in the cart, you protect margin on the product that already converts and turn the extras into a low-friction upsell. Over time, this grows the total order value without dragging down the core product’s revenue.
For consumable products, subscription bundles are ideal for brands that rely on repeat purchases, such as supplements, coffee, grooming, or pet care.
You present the same bundle with 2 clear options: one price if the customer buys the bundle once, and a better price or extra perk if they take it as a subscription. This reduces friction for the buyer and makes your revenue more predictable.
To keep trust high, add small benefits like loyalty gifts after a few cycles and simple swap or pause options so the subscription feels helpful, not restrictive.
Buy-one-get-one bundles are perfect for driving urgency or promoting replenishment. They fit consumables, fast-fashion, and seasonal products, anything that benefits from repeat usage. Use them to reward loyal customers or clear specific variants. The key is clarity: show the reward immediately in-cart so customers feel that instant “win.”
This bundle pricing strategy is ideal for creators or brands that educate, guide, or inspire. Pair your physical products with digital content (a tutorial, e-book, recipe, or video course). This works beautifully in fitness, photography, or wellness niches. It costs almost nothing to deliver but adds tremendous perceived value.
If you have access to a strong brand partner, a collab bundle pricing can create a level of excitement that is hard to get on your own. It works best when you share a similar audience and have complementary products, for example, a coffee brand teaming up with a mug maker or a skincare brand pairing with a wellness brand.
The most effective collab bundles usually lean into exclusivity. You might:
Not all bundling errors are obvious, but trust me, they show up fast in your numbers. Below are the five big ones we’d watch out for, especially if you’re scaling.
Many teams pick a “nice” discount for bundle pricing, like 20%, and never check whether the combined product costs can actually support it.
We always start from unit economics: total product cost plus fees plus average shipping, then set a floor price that keeps bundle gross margin healthy instead of hoping volume will fix bad math.
A practical target for most ecommerce brands is to keep bundle gross margin in the 25–40% range and only push deeper discounts when you know the items inside have strong margin to spare.
In our experience, bundles work best when you use modest discounts on low‑margin items and reserve aggressive offers for combinations where the blended margin clearly stays above your normal store average.
One discount across all bundles looks simple in a spreadsheet, but it ignores how different your categories are in both margin and price elasticity.
High‑margin accessories can handle bigger bundle incentives, while low‑margin staples should sit in lighter promotions or be used mainly as anchors inside mixed bundles.
What we usually do is segment the catalog into margin bands and give each band its own discount range, so you are rewarding the right products instead of treating a fragile category the same as a cash‑cow one.
That kind of tiered logic also makes it easier to scale, because you can add new SKUs into the right band without redesigning your entire promotion matrix every season.
Putting a hero product into every bundle pricing can feel like a shortcut to higher AOV, but very often it just moves shoppers from a full‑price purchase to a discounted one they would have made anyway.
When we audit campaigns, this is usually where profit leaks: the bundle drives volume, yet total gross profit per visitor barely moves or even goes down.
For bestsellers, we rely on 3 simple guardrails. Bestseller bundles should:
When those rules are in place, your hero products still pull shoppers into bundles, but they do it while protecting margin and unlocking extra units on the long tail of your catalog.
From a marketing perspective, it is tempting to build a bundle for every use case, persona, and campaign. However, on the storefront, this quickly becomes noise that slows decisions and erodes the benefits of bundling.
Choice overload is real in e-commerce, and we see it clearly in tests where pages with many similar bundles convert worse than pages with a small set of focused offers.
Our rule of thumb is to treat bundle pricing like a mini product line and give each one a clear role, such as starter kit, upgrade kit, or seasonal set, instead of launching dozens of nearly identical combinations.
In practice, 3-5 well-defined bundles per key category are usually enough to cover the main buying jobs while keeping the buying journey fast and easy.
You can still let power users customize with mix and match logic, but the visible options should stay tight so shoppers do not feel they need to stop and “design” their cart from scratch.
Pure bundles, where items are only sold as a set, make sense for standardized products, yet they can backfire in fashion, beauty, and similar categories where size, fit, or shade is personal.
If you lock a clothing or cosmetics bundle to one preset variant, many customers will either skip the offer or accept it and later return items that were never quite right for them.
What works better for our merchants is to keep the bundle discount and structure, but allow customers to pick their size, color, or shade for each line item inside that rule.
This turns the offer into a guided, value‑driven experience rather than a rigid pack, and it tends to lift both customer satisfaction and repeat purchase rates because people feel the bundle was built for them, not for your inventory constraints.
When you keep these pitfalls in mind and design around them, bundling stops being a risky discount tactic and becomes a controlled lever for AOV, inventory health, and long‑term profit.
We have talked about when bundle pricing goes wrong. Now, let us flip it around and look at the simple things that actually make them sell.
| Things to remember | How to put it into practice |
| 1. Name your bundles by outcome, not “bundle & save” | – Use names like “Starter Pack for New Shoppers”, “Daily Skincare Routine”, “Dry Hair Rescue Combo” instead of “Bundle & Save”.- Lead with the outcome name in titles and banners, then mention the savings in the subtext. |
| 2. Make the value crystal clear | – Always show compare pricing (for example: “Value $89 – Bundle $69 – You save $20”).- If you show a percentage, keep it simple (10%–15%) and place the saving line next to the add-to-cart button.- Repeat the saving once more in the cart so shoppers feel the win right before checkout. |
| 3. Limit choices and offer a curated default | – Keep only a few key bundles per category, each tied to a real use case (Starter, Full Routine, Seasonal, Gift).- In mix-and-match builders, preselect a recommended combo and tag it “Most popular” so customers can accept it in one tap.- Regularly prune underperforming bundles so your bundle page never feels like a cluttered menu. |
| 4. Design bundles mobile first | – Check every bundle PDP on your phone before launch: images, options, and CTA should fit without weird zooming.- Use short copy blocks, big buttons, and simple vertical layouts instead of dense tables or tiny checkboxes.- Make sure discounts and “you save” messaging are visible above the fold on mobile. |
| 5. Don’t rely only on pure bundles; let customers craft their own | – Combine fixed bundles with “build your own” flows (for example: “Choose any 3 for $30” from a curated list).- Let shoppers pick size, shade, or flavour inside the bundle instead of locking them into one variant.- Use your bundling app to keep guardrails on margin while still giving customers a sense of control. |
In the end, strong product bundle pricing is less about discounts and more about designing offers that feel like a no‑brainer for your best customers. When we help merchants get this right, AOV, conversion rate, and repeat orders usually move together, not in trade‑offs. Start small, track the numbers bundle by bundle, and keep iterating until each bundle clearly earns its place on your store.
Product bundle pricing means selling 2 or more related products together at a single combined price, usually a better deal than buying each item separately. Merchants use bundle pricing to make the value feel obvious, help customers get a complete solution in one go, and lift AOV without relying on blanket discounts.
When thinking of bundle pricing, there are 4 main key cases where you want to apply this sale promotion to your business:
– When you want to boost your AOV.
– When your products serve the same purpose.
– When you need to test a new product.
– When you want to clear stock.
In e-commerce, there are two main types of bundle pricing: pure bundling and mixed bundling.
– Pure bundling is a strategy where products are grouped together and not sold individually.
– Mixed bundling is a bundle pricing strategy where customers can choose to buy the whole bundle or just some items within that bundle.
– Reduced profit margin: Bundles often rely on discounts to be attractive. If the increase in sales volume doesn’t offset the discount, your profit margin per unit will decrease.
– Negative bundling: If you bundle a product that customers don’t want, it can reduce the likelihood of them purchasing the bundle.
Bundle pricing strategy helps businesses to:
– Increase average order value (AOV)
– Clear less popular items
– Lower marketing and customer acquisition costs
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