6 product bundle pricing examples that convert

Product bundle pricing is one of the most effective ways to increase sales, move inventory, and introduce new products (sometimes all at the same time) while reducing marketing costs.

By grouping multiple products together at a discounted price, businesses can encourage customers to spend more, boosting their average order value (AOV) and overall profitability.

So, what’s the catch?

Choosing the right bundle pricing strategy isn’t always straightforward. Should you offer exclusive bundles, mix-and-match options, or clearance deals?

The right approach depends on your business goals – whether you want to clear seasonal stock, attract new customers, or increase upsell opportunities.

In this article, I’ll break down six proven bundle pricing strategies that drive conversions. You’ll see real-world examples of how successful stores implement product bundles and get actionable insights on how to set them up for whichever ecommerce platform you’re using e.g. WooCommerce or Shopify.

What is bundle pricing?

Bundle pricing is a strategy where businesses group multiple products together and sell them at a combined price – typically at a discount compared to purchasing each item separately.

This approach increases perceived value, encourages larger purchases, and helps businesses maximize revenue.

Benefits of bundle pricing

• Introduces new products. Pair best-sellers with new or lesser-known items to drive discovery and adoption.
• Attracts new buyers. Customers looking for deals or complementary products are more likely to purchase bundles.
• Increases sales volume. Customers are more inclined to buy in bulk when the cost per item is lower in a bundle.
• Cuts marketing costs. Bundle marketing costs the same as promoting a single item but results in higher sales.
• Clears extra stock. Move slow-selling products by bundling them with high-demand items.

A well-executed bundle pricing strategy not only boosts revenue but also enhances the shopping experience by offering customers greater value.

6 bundle pricing strategies that work

Not all bundle pricing strategies are created equal. The right approach depends on your business goals, product types, and target audience.

Below, we’ll explore six proven bundle pricing strategies, along with real-world examples and tips on how to implement them effectively.

1. Pure bundling

Pure bundling is a pricing strategy where products or services are sold exclusively as a bundle, meaning customers cannot purchase the individual items separately.

This approach creates a sense of exclusivity and can drive demand by making the bundled offer more desirable. Businesses often use this strategy to boost perceived value, enhance brand positioning, and encourage customers to buy more.

When to choose pure bundling

Pure bundling works best for:

• Limited-edition products. Special releases, seasonal items, or collaborations that build excitement.
• Complementary items. Products that work best together, such as skincare sets or gourmet meal kits.
• Subscription services. Digital content, software, or membership perks that are only available in a package.

How to set up pure bundling

1. Bundle related products to provide a complete experience. For example, you might combine a photography starter kit with a camera, tripod, and lens.
2. Emphasize exclusivity in marketing by highlighting that the items cannot be purchased separately.
3. Use scarcity tactics like limited-time offers or limited stock to create urgency and increase demand.

By leveraging pure bundling, businesses can create a unique customer experience while maximizing sales and perceived value.

2. Mixed bundling

Mixed bundling is a pricing strategy that allows customers to purchase items individually or as part of a discounted bundle.

This approach encourages customers to buy more by offering convenience and cost savings. Unlike pure bundling, where items are only available together, mixed bundling gives shoppers the flexibility to choose. This makes it a powerful tactic for increasing AOV and driving sales.

When to choose mixed bundling

Mixed bundling is ideal for:

• Complementary products. Mixed bundling is great for complementary products like tech accessories (e.g. a laptop with a wireless mouse), skincare sets, or kitchenware.
• High-margin items. Software bundles, beauty products, or home decor sets where bundling boosts perceived value.
• Frequently bought-together products. Items commonly purchased as a set, like shampoo and conditioner or workout gear.

How to set up mixed bundling

1. Bundle frequently purchased items that naturally go together.
2. Offer a modest discount to make the bundle more appealing than buying items separately.
3. Clearly display individual vs. bundle pricing so customers can see the savings at a glance.

By making the value of the bundle clear, mixed bundling incentivizes larger purchases while maintaining customer choice.

3. Cross-sell bundling

Cross-sell bundling involves grouping products from different categories that naturally complement each other.

This strategy encourages customers to explore additional products they might not have initially considered thus increasing the overall cart value. Unlike traditional bundling, which focuses on similar or related items, cross-sell bundling introduces shoppers to new categories while enhancing their overall purchase experience.

When to choose cross-sell bundling

This strategy works best for:

• Retailers with diverse product ranges. Electronics, home goods, beauty, or grocery stores.
• Products with useful add-ons. A laptop with a laptop sleeve, a coffee maker with premium coffee beans, or a camera with a tripod.
• Situations where customers benefit from related items. Encourage customers to get everything they need in one purchase instead of buying items individually.

How to set up cross-sell bundling

1. Recommend complementary items during checkout (e.g. a phone case with a smartphone).
2. Use personalized suggestions based on browsing history, past purchases, or popular combinations.
3. Keep bundles relevant to avoid overwhelming customers with unnecessary options.

Here’s a real-life example for inspiration: Amazon effectively uses cross-sell bundling by suggesting complementary products – like tripods and memory card readers when buying a DSLR. This encourages customers to spend more while enhancing their purchases.

4. Upsell bundling

Upsell bundling offers a primary product at a competitive price and then encourages customers to add on related products or features for an additional cost.

This strategy boosts the average transaction value while allowing customers to customize their purchases. Upsell bundling is especially effective in sectors where additional features, upgrades, or services can significantly enhance the product’s value.

When to choose upsell bundling

• Tech products. Ideal for tech products where customers can upgrade storage, memory, or features (e.g. smartphones or laptops).
• Services and subscriptions. Services and subscription goods where customers may appreciate optional add-ons like premium support or extended access.

How to set up upsell bundling

1. Offer clear upgrade options during the purchase process (e.g. additional storage or premium support).
2. Highlight the benefits of each add-on, explaining how it improves the product or enhances the user experience.
3. Keep the base price competitive to attract initial interest and position the upsell as a logical and beneficial enhancement.

Here’s an example to consider: a cloud storage provider might offer a basic plan at a low price and then offer additional storage as an upsell during checkout.

5. Clearance bundling

Clearance bundling involves combining a high-demand or popular product with slower-moving stock or lower-margin items to boost its sales.

The goal is to clear out inventory while providing customers with added value. This strategy helps businesses reduce excess stock and move items that aren't selling well on their own.

When to choose clearance bundling

• Reduce excess inventory. Ideal for reducing excess inventory, especially at the end of a season or product lifecycle.
• Seasonal products. Great for businesses looking to promote seasonal products or clear out items that aren't selling at their usual pace.
• Slower-selling stock. Effective when you want to move slower-selling stock by pairing it with popular products to increase visibility.

How to set up clearance bundling

1. Pair slow-moving items with your best-sellers or high-demand products to increase their exposure.
2. Offer significant discounts (typically 30% to 50%) to make the bundle attractive and encourage purchases.
3. Label bundles as limited-time offers to create urgency and drive customers to act quickly before the promotion expires.

As an example, a clothing retailer might bundle a seasonal jacket with accessories, offering the jacket at full price and the accessories at a deep discount. This is a great way to encourage customers to purchase the entire set while moving out the slower-selling items.

6. BOGO bundling

BOGO (Buy One, Get One) bundling incentivizes purchases by offering a free or discounted item when customers buy a specific product.

This strategy is effective for driving higher sales volume, clearing inventory, and attracting deal-seeking customers looking for value. It’s especially useful in motivating impulse purchases and increasing the AOV.

When to choose BOGO bundling

• Ideal for fast-moving consumer goods, seasonal items, or high-margin products like beauty products, snacks, or apparel.
• Great for driving impulse purchases, as the perceived value of receiving a free or discounted item encourages immediate action.

How to set up BOGO bundling

1. Offer deals like "Buy One, Get One Free" or "Buy One, Get One 50% Off" to create strong value propositions for customers.
2. Apply the promotion to products with strong margins to ensure profitability even with the added discount.
3. Limit the offer to specific items or timeframes to create a sense of urgency and encourage quick purchases.

Bath & Body Works often runs Buy 3, Get 3 Free promotions to boost sales and move excess inventory, effectively clearing out stock while driving higher volume.

Common challenges of bundle pricing and how to avoid them

Bundle pricing can be highly effective, but it’s not without its challenges. Here’s how to overcome some common obstacles:

1. Complicated process

Creating bundles and managing the checkout experience can be cumbersome, especially when offering multiple products with varied prices.

Barn2’s bundle pricing app streamlines the process, enabling you to easily create product bundles and ensure a seamless checkout experience for customers.

2. Understanding your audience

If you don’t understand which customer segments are likely to buy certain bundles, you risk mispricing or offering irrelevant combinations.

Study customer behavior to identify the groups who purchase specific items. Tailor your bundles and pricing to match their preferences and needs.

3. Cannibalizing individual product sales

Offering bundles may hurt individual product sales if customers opt for the cheaper bundle instead of buying standalone products.

One possible solution is to design exclusive bundles with unique features not available separately and set rules about how much customers need to spend to unlock these deals.

4. Inventory and logistics complications

Managing the stock of items in a bundle, especially if demand fluctuates, can lead to logistical issues.

Instead, consider keeping extra stock on hand for the bundle items and set up automatic reordering based on bundle sales trends to maintain inventory levels.

5. Complex pricing structures

Calculating profit margins on bundles can be difficult, especially when offering discounts.

Instead, you can calculate your gross margin by subtracting the cost of goods sold (COGS) from the retail price. Once you know your cost baseline, you can confidently set a discount that works for your brand and ensures profitability.

Transform your store with powerful bundle pricing

To harness the full potential of bundle pricing, start by aligning your strategy with your business needs. Choose the right bundle pricing approach based on your goals, whether that’s moving excess stock, increasing sales volume, or attracting new customers.

Stay on top of your numbers by tracking which bundles perform best and how discounts impact your profits. Test different combinations and pricing to discover the optimal mix for your audience.

Keep the process simple. Use clear pricing and straightforward offers that make it easy for customers to see the value. Plan your inventory and timing to align with sales patterns, ensuring you’re always prepared.

Most importantly, focus on creating bundles that address real customer needs at fair prices. A thoughtful and well-executed bundle pricing strategy not only boosts sales but also enhances customer satisfaction, builds loyalty, and drives repeat purchases.

Instead of spending valuable time managing bundles manually, streamline the process with the best product bundling apps for Shopify or for WooCommerce bundles.