Bundling
Selling multiple products together at a reduced combined price. A bundle becomes a new SKU. Raises AOV, pairs less-popular products with bestsellers, and simplifies purchase decisions.
In practice
A bundle is like a 'complete set menu.' Instead of the customer choosing what to eat, you've defined the menu. It saves decision time, increases perceived value, and lets you clear slower-moving products.
Common misconception
'A bundle must be cheaper.' Not necessarily. A bundle can have equal perceived value without being cheap — it's about convenience. A '4-product gift set' priced at $80, when each item costs $70 separately, isn't cheap, but it's convenient and nicely presented.
How to fix it
Bundle not selling? (1) Check savings clarity — display $100 → $80 (save $20), (2) check the name — 'The Complete Set' beats '3-Product Bundle,' (3) check the image — a bundle needs a dedicated photo, not 3 separate images, (4) check placement — is it featured on the homepage?
Example
A skincare store sold individual products for $17-26. They created a 'Complete Hydration Set': cream, serum, and lotion for $55 (instead of $69). 40% of sales shifted to the bundle. AOV rose 2.1x, and a slow-selling item included in the bundle sold out.
Priority
Create a bundle from your next 3 top sellers plus one slow-moving product. Check margin: the bundle needs at least average margin. Launch as a limited-edition holiday bundle.
Related terms
Keep learning. Metrics that touch the same area:
- Gross MarginFinance(Sale price - COGS) / sale price × 100. The basis for every pricing and advertising decision.
- eCommerce / Electronic CommerceMarketingAll business activity conducted online — showcasing products, ordering, payment, shipping, and post-sale service. The backbone of every online store.
- CPC – Cost Per ClickMarketingThe price an advertiser pays each time a visitor clicks the ad. Influenced by competition, Quality Score, and landing page relevance.
- CPM – Cost Per MilleMarketingThe cost of advertising per 1,000 ad impressions. A key metric in awareness-focused and brand-building campaigns.
- CPA – Cost Per AcquisitionMarketingThe amount it costs to get a customer to complete a desired action. A core profitability metric — if CPA exceeds gross profit, the campaign loses money.
- CAC – Customer Acquisition CostMarketingTotal marketing and sales spend divided by the number of new customers. Always compare to LTV. A healthy ratio: LTV at least 3x higher than CAC.
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