Bundle

A bundle is a set of products sold together as one offer. Bundling is a common way for ecommerce brands to raise AOV, move more units and make an offer more appealing without discounting a single product heavily.

Common bundle types

• Multipacks: two or three of the same item, such as buy two and save 10%.
• Complementary bundles: products used together, such as a shampoo and conditioner set.
• Starter kits: everything a new customer needs to get started.
• Gift sets: curated bundles for holidays and occasions.
• Mix and match: customers choose a set number of items from a range.

How to price a bundle

Start from your unit economics. A bundle can carry a lower margin percentage than a single item and still produce more profit per order, because per-order costs, such as shipping and the ad cost of acquiring the customer, are spread over more products.

Worked example (made-up numbers): a single item sells for $30 with a $12 product cost. A two-pack sells for $54 with a $24 product cost. Gross profit per order rises from $18 to $30, while the ad cost to acquire the order may stay similar.

Using bundles in ads

• Lead with the bundle as the main offer for cold traffic when the single item has a low price.
• Show everything included in one clear image or a carousel.
• Highlight the saving versus buying separately, using genuine prices.

Things to watch

Bundles add complexity to inventory and fulfilment. Check that extra shipping weight and packaging costs do not erase the added margin, and review contribution margin after launch.