How Bundle Pricing
can strategically Boost
your average order value

In the fast-paced world of e-commerce, every business owner strives to maximize their average order value (AOV). While flashy discounts and free shipping offers can grab attention, a powerful and often underutilized strategy exists: bundle pricing.

What is Bundle Pricing?

Bundle pricing involves grouping complementary products together and offering them at a discounted price compared to buying them individually. It’s a win-win for both you and your customers:

  • Customers: They perceive increased value and convenience, potentially discovering new products they might like (think razors and shaving cream, workout clothes and water bottles, or pet food and treats).
  • Businesses: You boost AOV, clear inventory (especially with slow-moving items!), and potentially upsell or cross-sell less popular items.

Crafting Compelling Bundles

Not all bundles are created equal. Here’s how to craft strategic bundles that drive sales:

  • Identify Complements: Analyze customer purchase history to see which products are frequently bought together. Think beyond the obvious. For example, a furniture store might bundle a couch with throw pillows and a coffee table book on interior design, creating a curated look for the customer.
  • Value Perception is Key: Price your bundle at a significant discount compared to individual items. Highlight the percentage saved (e.g., “Save 25% on our Summer Grilling Bundle!”) to create a sense of urgency and emphasize the value proposition.
  • Tiered Options for Different Needs: Offer a range of bundles at varying price points. Let’s say you sell athletic wear. Consider a basic bundle with a pair of leggings and a tank top, a mid-tier option with those items plus a sports bra, and a premium bundle with everything including a matching jacket and yoga mat. This caters to different budgets and workout routines.
  • Target Specific Customer Segments: Go beyond generic bundles. Tailor bundles to address the needs of specific customer groups. Create a “Newborn Essentials Kit” with diapers, wipes, and onesies, or curate a “Home Office Productivity Pack” with a blue-light blocking computer glasses, a wireless mouse, and a desk organizer.

Pro Tips for Success

  • Showcase the Synergy: Use clear product images and compelling descriptions that highlight how the bundled items work together to solve a problem or enhance the customer experience. For example, if you bundle a beard oil with a beard comb, explain how the oil nourishes the beard while the comb distributes it evenly and styles the hair.
  • Limited-Time Offers: Create a sense of urgency by offering bundles for a limited time or in limited quantities. This can incentivize purchases and clear out excess inventory (think “Weekend Flash Sale: 30% off our Tech Travel Bundle!”).
  • Promote Smartly: Don’t leave your bundles hidden! Feature them prominently on your website, in email marketing campaigns, and on social media. Consider eye-catching visuals and targeted ad campaigns to reach the right audience.


Bundle pricing is a strategic approach to increase AOV, drive sales, and enhance customer satisfaction in your e-commerce store. By understanding your customers and crafting well-curated bundles, you can unlock a powerful tool to elevate your business and watch your average order value soar.

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