What Are Product Bundles
Product bundles combine multiple items into a single purchasable unit, typically at a discounted price compared to buying each item separately. They're a proven strategy for increasing average order value and moving inventory.
Bundles work because they provide perceived value to customers while increasing your revenue per transaction. When done well, they create a win-win situation for both you and your customers.
Bundle Benefits
- •Higher AOV with customers spending more per transaction
- •Inventory clearance by pairing slow-movers with popular items
- •Simplified decisions for customers overwhelmed by choice
- •Product discovery introducing customers to new items
Bundle Types
Different bundle types suit different products and customer needs. Understanding each type helps you choose the right approach for your store.
Fixed Bundles
Pre-set combinations that customers cannot modify. Examples include starter kits, gift sets, and curated collections. These are the simplest to manage.
Mix and Match Bundles
Customers choose from a selection of products to build their own bundle. "Pick any 3 for £50" promotions are a common example.
Volume Bundles
Discounts based on quantity purchased. Buy 2 get 10% off, buy 3 get 15% off. Great for consumable products.
Frequently Bought Together
Suggest complementary products based on purchase data. The classic "customers also bought" approach.
Native Bundles Feature
Shopify introduced native bundle support in 2023, allowing merchants to create fixed bundles without third-party apps. This feature is available on all Shopify plans.
Creating a Native Bundle
- 1Create a New Product
Go to Products → Add product. This will be your bundle product.
- 2Add Bundle Components
In the product editor, scroll to the "Bundle" section and click "Add products". Select the products to include.
- 3Set Bundle Price
Set the bundle price. This should be lower than the sum of individual product prices to incentivise purchase.
- 4Configure Inventory
Native bundles automatically track component inventory. When a component sells out, the bundle becomes unavailable.
Limitations
Native bundles are fixed only. For mix-and-match, volume discounts, or advanced customisation, you'll need a third-party app.
Bundle Apps
For advanced bundling features, the Shopify App Store offers several powerful options. Here are the most popular choices.
Shopify Bundles (Free)
Shopify's own app extends native bundle functionality with a better interface and more options. Good starting point for most stores.
Bundle Builder
Allows customers to build their own bundles with step-by-step selection. Great for subscription boxes and gift sets.
Bundler
Offers volume discounts, mix-and-match, and combo bundles. Includes analytics to track bundle performance.
PickyStory
Advanced bundle builder with AI recommendations. Includes upsell widgets for product pages and cart.
Pricing Strategies
The right pricing strategy can make or break your bundle's success. Consider these approaches when setting bundle prices.
Common Pricing Models
- •Percentage discount: 10-20% off the combined price. Easy to communicate and understand.
- •Fixed discount: Save £10 when you buy together. Works well for higher-priced bundles.
- •Free item: Buy X, get Y free. Psychologically powerful because "free" is compelling.
- •Tiered pricing: Bigger discount for larger bundles. Encourages customers to buy more.
Pricing Example
Individual prices: Product A (£30) + Product B (£25) + Product C (£20) = £75
15% bundle discount: £63.75 (customer saves £11.25)
Your margin: If products cost £40 total, margin drops from £35 to £23.75, but you've sold 3 items instead of potentially 1.
Inventory Management
Bundle inventory can be complex because it involves multiple products. Here's how to manage it effectively.
Inventory Approaches
- •Component-based: Bundle availability based on lowest component stock. Native Shopify bundles work this way.
- •Separate SKU: Bundle has its own inventory, independent of components. Requires manual reconciliation.
- •Virtual bundle: No separate stock. Components are picked and packed individually from existing inventory.
Pro Tip
For most stores, component-based inventory is best. It prevents overselling and doesn't require separate stock management for bundles.
Best Practices
Follow these best practices to maximise your bundle strategy's effectiveness.
Bundle Success Tips
- •Logical pairings: Bundle products that naturally go together. Customers should immediately understand the value.
- •Clear savings: Show the comparison price and savings prominently. "Save £15" is more compelling than just showing the bundle price.
- •Quality images: Create bundle-specific images showing all products together. This helps customers visualise what they're getting.
- •Test and iterate: Monitor which bundles sell and which don't. Adjust pricing and composition based on data.
- •Seasonal bundles: Create limited-time bundles for holidays and events to create urgency.
