Published on 27/10/2023

E-commerce: How to create and optimise your bundling strategy

Bundling1 is a common strategy, consisting of offering various related products grouped together at a reduced price, commonly referred to as a product bundle. The aim is to make customers buy more products than they had planned and to introduce them to new ones. For customers to feel that they are getting a good deal, it is important that the bundle is less expensive than the total of the prices of the individual items. The main aim of this strategy is to make a product bundle that is more cost effective than if the items were purchased separately. This helps increase sales and build customer loyalty, by providing a satisfying purchase experience.

Key benefits

Bundling¹ is an enjoyable way for consumers to buy items more cheaply. And if your customers feel like they are getting a good deal with your promotions, then they become loyal to your brand.

What are the advantages of bundling¹ for your online store?

Boosting your sales

Standing out from your competitors

Showcasing certain products

Increasing the average basket

Optimising your stock turnover

Promoting new products or brands

Saving on shipping costs

How to implement this strategy

Creating product bundles is the first step to think about, as every business is different and requires a unique approach. To find the best combination, you need to focus on customer needs and test different bundle options. A good tip to begin with is to look at orders from the last few months - the most popular products should be included in the bundles. You can also take into account the needs of your customers, by identifying what they are looking for, or look at offerings from your competitors to get good ideas to add to your product bundles.

Types of bundles

1. Gift bundles

Gift bundles are aimed at shoppers looking for a complementary set of products, to give on a special occasion. These are usually sold during holiday seasons, such as Christmas, Easter, or Valentine’s Day. Some products included in these bundles might may be limited editions.

2. Cross-selling bundles

Complementary products add a little extra touch to your customers’ selections. It’s a great technique for encouraging customers to add items to their shopping baskets, and especially if the complementary products on offer are less expensive than those they have already chosen.

3. Stock clearance bundles

These are an ingenious way of increasing sales of your less popular products - just pair them with a better selling product. This way you can save on delivery costs and free up storage space. It's a two-in-one win-win situation!

Optimising bundling¹ with BNPL²

And last but not least³, one final tip: offering payment in instalments. This is the most flexible option for your customers, and it can have a massive impact on your conversion rates and sales. By offering payment for your bundles in 3⁴, 4⁴ instalments, your customers can spread out their outgoings, and it improves their likelihood of buying from you - and spending more!

If you’d like to find out more about payment in instalments, just have a look at this article - here!

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