Product bundles

What are product bundles?

A product bundle is a marketing and merchandising strategy where two or more products, often spanning multiple SKUs, are packaged and sold together, usually at a discounted price compared to buying each item separately. The practice itself, commonly called product bundling, encourages customers to purchase more items in one transaction, lifting average order value (AOV) and the customer’s perceived value of the order.

In ecommerce, bundles show up as themed kits on a product page, “complete the look” suggestions, multipacks of consumables, gift sets, and curated subscription boxes.

Product bundle strategy

The product bundle strategy is designed to boost revenue per order, move slow-moving inventory, introduce shoppers to new SKUs, and reduce per-unit marketing and shipping costs. It works by combining convenience, savings, and complementary items into an offer that feels like better value than the same products bought separately.

Bundles can be placed at multiple points in the buyer journey: on the product page, inside the cart, on a “shop the bundle” landing page, or as a checkout-time upsell designed to lift basket size on the way out the door.

Types of product bundling

• Pure bundling: products are sold only as a bundle and cannot be purchased individually.
• Mixed bundling: products are available both individually and as part of a discounted bundle.
• Cross-sell bundling: related or complementary products from different categories sold together (for example, a camera with a memory card and case).
• BOGO (Buy One, Get One): buy one product and get another free or at a discount.
• Volume or same-product bundling: multipacks of the same SKU at a quantity discount, common for consumables like razors, supplements, or coffee.
• Mix-and-match bundling: customers build their own bundle from a curated set of options at a fixed bundle price.

Product bundling examples

• A skincare brand selling a cleanser, toner, and moisturizer together as a “Glow Kit,” sometimes offered through a subscribe-and-save program to lock in repeat orders.
• Tech retailers pairing a laptop with a case, mouse, and extended warranty as a discounted starter bundle.
• Meal-kit subscriptions pairing recipes with portioned ingredients in a single weekly box.
• DTC consumables brands offering 3-pack or 6-pack volume bundles at a per-unit discount.
• Apparel brands using “shop the look” bundles to sell coordinated outfits in one click.

Driftcharge Tip

Build bundles from data, not from intuition. Look at frequently-bought-together pairings, repeat-purchase patterns, and category co-occurrence inside your existing orders, then test bundle pricing that captures most of the discount as additional units sold rather than as margin given away on what shoppers would have bought anyway.

Ganesh Pawar

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Ganesh Pawar is the founder of Driftcharge, a subscription management app designed to help Shopify merchants streamline and scale their subscription businesses. With a deep focus on solving real-world pain points—like legacy account page support, flexible subscription options, and advanced analytics—Ganesh is passionate about building tools that drive growth and retention.