Getting more customers is important.
But getting more value from every customer you already have is just as important.
That’s where product bundling can help.
Instead of selling one product at a time, bundling lets you package multiple products together into a more valuable offer. It can help customers make faster decisions, discover related products, and get more value from a single purchase.
For store owners, it can help increase average order value, improve product visibility, move slow-selling inventory, and create offers that feel more complete. Shopify’s product bundle documentation also highlights similar benefits, including increasing average order value, offering customer value through curation, passing on discounts, clearing old inventory, and improving product visibility.
But the key is this:
- A good bundle is not just a random group of products.
- It should feel useful, intentional, and easy to understand.
Let’s look at 10 product bundling strategies every online store should try.
1. Create a “complete solution” bundle
One of the most effective bundling strategies is to package everything a customer needs to solve a specific problem.
Instead of selling products separately, you create a ready-made solution.
For example:
A skincare store can bundle a cleanser, toner, serum, and moisturizer as a “Daily Glow Routine.”
A fitness store can bundle resistance bands, a workout mat, and a beginner training guide as a “Home Workout Starter Kit.”
A digital product creator can bundle an ebook, templates, checklists, and a video workshop as a “Complete Launch Kit.”
This works because customers do not always want to figure out what to buy. Sometimes, they want someone to simplify the decision for them.
Research from Harvard Business School notes that bundles can work well because customers may value a bundle differently than simply adding up the value of the individual products. In other words, the combined offer can feel like a new product with its own value.
Best for: Beginners, first-time buyers, digital products, beauty stores, fitness stores, educational products, and hobby-based stores.
How to use it: Pick one customer goal and build a bundle around that goal.
2. Use “good, better, best” bundles
Not every customer wants the same level of offer.
Some want the basic version.
Some want more value.
Some want the best possible package.
That’s why the “good, better, best” bundle strategy works well.
You create three bundle tiers:
Good: Basic bundle with the essentials
Better: More complete bundle with added value
Best: Premium bundle with everything included
For example, a creator selling online courses could offer:
Starter: Course only
Growth: Course + templates
Pro: Course + templates + live workshop + private community access
This strategy gives customers choice without overwhelming them. It also makes the higher-value offer easier to justify because customers can clearly compare what they get at each level.
Harvard Business Review has also discussed bundled pricing as a powerful alternative to repeated price increases, especially when customers are sensitive to inflation and value perception matters.
Best for: Courses, memberships, software, coaching programs, digital downloads, and premium physical products.
How to use it: Build three tiers around value, not just price.
3. Bundle bestsellers with low-visibility products
Every store has a few products that get most of the attention.
These are the bestsellers, hero products, or items customers already trust.
A smart bundling strategy is to pair those bestsellers with products that deserve more visibility.
For example:
A coffee store can bundle its bestselling coffee beans with a newer mug or filter.
A fashion store can bundle a bestselling dress with a lesser-known accessory.
A digital template store can bundle its most popular template with newer add-ons.
This helps you introduce customers to products they may not have discovered on their own.
Shopify also mentions that bundles can help drive more visibility for products, which makes this strategy especially useful for stores with strong hero products and weaker secondary products.
Best for: Stores with many SKUs, accessory products, new launches, and products that need discovery.
How to use it: Use your bestselling product as the anchor and add one or two products that complement it naturally.
4. Build seasonal or occasion-based bundles
Customers often shop around specific moments.
Festivals. Birthdays. Holidays. Back-to-school season. New Year resolutions. Wedding season. Summer. Winter. Mother’s Day. Black Friday.
Seasonal bundles work because they match the customer’s buying intent at the right time.
For example:
A wellness store can create a “New Year Reset Bundle.”
A stationery store can create a “Back-to-School Essentials Bundle.”
A gifting store can create a “Diwali Gift Box.”
A fashion store can create a “Wedding Guest Look Bundle.”
The goal is to make the bundle feel timely and relevant.
SureCart’s product collections feature already allows store owners to group related products into collections, including products for special events, newest arrivals, top-rated items, specific materials, or customer preferences. That same thinking can be extended into seasonal bundle planning.
Best for: Gifting stores, fashion, beauty, food, wellness, stationery, and physical product businesses.
How to use it: Plan bundles around your sales calendar before the season begins.
5. Offer “frequently bought together” bundles
Some products naturally belong together.
A camera and memory card.
A laptop and laptop sleeve.
A course and workbook.
A shampoo and conditioner.
A phone case and screen protector.
These bundles work because they are based on existing buying behavior.
Instead of forcing customers to discover related products manually, you bring the obvious combination directly to them.
The key is relevance.
Baymard Institute’s checkout UX research warns that cross-sells can become frustrating when they distract customers from completing checkout or feel too aggressive. It specifically notes that there is a delicate balance when asking users to focus on something other than completing their purchase.
So, keep these bundles helpful and contextual.
Best for: Accessories, add-ons, replenishable products, electronics, courses, and product ecosystems.
How to use it: Look at past orders and identify products customers commonly buy together.
6. Create quantity-based bundles
Quantity-based bundles encourage customers to buy more units of the same product.
This is especially useful for products that are consumed, gifted, stored, or reordered frequently.
For example:
Buy 2 coffee packs and save 10%.
Buy 3 t-shirts and save more.
Get a 6-month supply of supplements.
Buy a pack of 5 notebooks.
Get a family-size pack of skincare essentials.
This strategy works best when the customer already understands the product and has a reason to buy more.
It is also useful for increasing average order value without introducing too many new products into the offer.
SureCart’s Dynamic Pricing feature is designed around rule-based pricing and discount logic that adapts based on conditions such as what is in the cart or how much a customer is buying. That makes quantity-based offers an important strategy for stores thinking beyond flat discounts.
Best for: Consumables, apparel basics, stationery, supplements, food products, and repeat-purchase products.
How to use it: Use quantity breaks where buying more genuinely makes sense for the customer.
7. Bundle complementary digital and physical products
If your store sells both physical and digital products, bundling them together can create a stronger offer.
For example:
A fitness store can bundle workout equipment with a digital workout plan.
A cookbook seller can bundle a printed recipe book with downloadable meal planners.
A creator can bundle a physical journal with a guided video course.
A craft store can bundle supplies with digital tutorials.
This strategy increases perceived value without always increasing fulfillment complexity significantly.
It also helps differentiate your offer from competitors selling only standalone products.
Google Merchant Center defines a bundle as a main product grouped with different complementary products and sold together as one package for a single price. It also recommends describing the entire bundle clearly in product titles, descriptions, and images.
Best for: Creators, coaches, fitness brands, education stores, craft stores, and hybrid ecommerce businesses.
How to use it: Pair the physical product with digital guidance that helps the customer get better results.
8. Use inventory-clearing bundles carefully
Bundles can help move slow-selling stock, but this strategy needs to be handled carefully.
Customers should not feel like you are dumping unwanted products on them.
The bundle still needs to make sense.
For example:
A beauty brand can bundle an older shade with a popular product only if both products work well together.
A fashion store can create an end-of-season outfit bundle.
A stationery store can bundle older designs into a “creative supplies pack.”
A digital creator can bundle older templates into a “vault bundle.”
Shopify lists clearing old inventory as one of the benefits of product bundles, but the bundle must still feel valuable to the customer.
The mistake is to bundle weak products with weak products.
A better approach is to combine a slower-moving item with a relevant product that already has demand.
Best for: Seasonal products, fashion, beauty, accessories, stationery, and digital product libraries.
How to use it: Use bundles to improve inventory movement, but never at the cost of offer quality.
9. Create post-purchase bundle offers
Not every bundle has to be shown before checkout.
Some bundles work better after a customer has already made a purchase.
For example:
After someone buys a course, offer a bundle of templates and worksheets.
After someone buys a skincare product, offer a routine upgrade.
After someone buys a camera, offer an accessories bundle.
After someone buys a subscription, offer a premium add-on bundle.
This works because the customer has already shown intent.
They have completed the main purchase, so the post-purchase offer can be more focused and relevant.
SureCart’s upsell funnels allow merchants to show post-purchase offers, including upsells and downsells based on customer behavior. SureCart documentation also explains that order bumps suggest related bundles of products or services during checkout, while upsells can offer higher-value upgrades after checkout.
Best for: Digital products, subscriptions, accessories, premium upgrades, and stores with strong add-ons.
How to use it: Keep the post-purchase bundle tightly related to what the customer just bought.
10. Test bundle pricing instead of guessing
A bundle is only as strong as its pricing. If the discount is too low, customers may not see enough value.
If the discount is too high, you may hurt your margins.
If the bundle includes too many products, customers may feel confused.
If it includes too few, it may not feel compelling.
That’s why bundling should be tested.
You can test:
- Bundle price
- Bundle title
- Products included
- Number of products
- Discount percentage
- Product images
- Bundle placement
- Checkout vs product page offers
Online experiments are commonly used in ecommerce to measure changes in metrics like average basket value, average basket size, and average selling price, but research also warns that these metrics need careful interpretation because transaction and item-level values can be dependent on each other.
In simple terms, don’t judge a bundle only by “did AOV go up?”
Also check:
- Did conversion rate drop?
- Did margin improve?
- Did refund rate change?
- Did customers buy again?
- Did the bundle reduce sales of individual products?
A good bundle should improve the business outcome, not just one metric.
Best for: Every online store.
How to use it: Start with one bundle, track performance, and improve it based on real data.
How to choose the right bundling strategy for your store
There is no single best product bundling strategy for every store.
The right strategy depends on what you sell, how customers buy, and what business goal you want to improve.
Use this simple framework:
- If customers are confused, create a complete solution bundle.
- If customers compare options, use good-better-best bundles.
- If you want to increase product discovery, bundle bestsellers with lesser-known products.
- If you want to drive urgency, create seasonal bundles.
- If products are often bought together, create frequently bought together bundles.
- If customers reorder often, use quantity-based bundles.
- If you sell physical and digital products, combine them into hybrid bundles.
- If you need to move inventory, create value-led clearance bundles.
- If you want to increase revenue after checkout, use post-purchase bundle offers.
- If you are unsure, test one bundle and measure the results.
The best bundles are not built around products. They are built around customer intent.
Product Bundles are coming soon to SureCart
Product Bundles are not available in SureCart yet, but the SureCart team is actively working on bringing this feature to the platform. The goal is to help merchants create stronger offers, package related products together, increase order value, and give customers a simpler way to buy complete solutions.
Once available, Product Bundles could help SureCart merchants create offers such as:
- Starter kits
- Digital product bundles
- Physical product bundles
- Course and template bundles
- Routine-based product bundles
- Seasonal bundles
- Quantity-based bundles
- Gift bundles
- Accessory bundles
- Post-purchase upgrade bundles
For online stores, this can open up new ways to sell more without relying only on coupons or one-time discounts.
Final thoughts
Product bundling is not just a discounting tactic; it is an offer strategy.
Done well, it helps customers buy faster, discover more products, and get more value from every order.
For store owners, it can help increase average order value, improve inventory movement, create better product discovery, and build more compelling promotions.
The best place to start is simple:
- Pick one product your customers already love.
- Find one or two products that make it more useful.
- Package them into a clear offer.
- Give the bundle a benefit-driven name.
- Test the price.
- Measure the results.
- Then improve from there.
That is how product bundling becomes more than a sales trick. It becomes a smarter way to sell.
