Bundle discounts in online stores
The definitive guide
Written by Manuel Lamas 
| Updated:
Give and receive ...
What is a bundle discount?
Bundle discounts involve grouping multiple products or services together and selling them at a reduced price. This strategy is widely used to increase average order value while providing a more rewarding customer experience. It meets customer expectations by giving them more for their money, while optimizing your revenue.
Bundle discounts are not just a simple marketing tool; they are a practical solution to build customer loyalty. By offering bundled deals, you encourage customers to explore more of your catalog, while increasing their satisfaction and long-term loyalty.
A proven strategy for small retailers
Since 2007, we've supported the creation of over 130,000 online stores on KingEshop . This guide is not just theory: it comes from our hands-on experience with merchants like you. The practical advice you'll find here comes from years of working with small business owners—often artisans or niche sellers—who have succeeded by using effective strategies like bundle discounts.
The benefits of bundle discounts
• Highlight your handmade products
Bundle discounts are ideal for small business owners offering unique products. They allow you to combine complementary items and create an irresistible offer that attracts customers and encourages them to buy more.
• Increase order value
By bundling products, you encourage customers to spend more while giving them the feeling of getting a good deal. It also reduces marketing costs by focusing your efforts on targeted and effective offers.
• Build customer loyalty
Offering bundle discounts shows your customers that you understand their needs and want to give them more value. Combined with exclusive sales reserved for your best customers, these offers strengthen the feeling of exclusivity. This helps build trust and encourages repeat purchases, increasing their loyalty to your store.
This guide was designed to support you step by step. Thanks to our expertise built up since 2007, we deliver proven and easy-to-implement strategies to maximize the effectiveness of bundle offers. These practical tips will help you better understand and leverage this strategy to improve your online store's performance.
The basics of bundle discounts
Understanding bundle discounts
• Difference between a regular discount and a bundle discount
A classic discount is a reduction applied directly to the price of an item or order, without requiring a specific or combined purchase. For example, a 10% discount on a single product. In contrast, a bundle discount is conditional on purchasing several grouped products, often complementary or similar, allowing customers to perceive greater value for their spending.
Bundle discounts add a strategic dimension. They allow merchants to maximize inventory turnover by combining popular items with less demanded ones. Additionally, they increase the likelihood that customers will discover and appreciate new products, thereby expanding their loyalty to the brand.
• Real-life examples of successful bundled offers
A beauty product seller offers a “complete routine” kit including a cleanser, a serum, and a moisturizing cream with an overall 20% discount. This approach appeals to new customers looking for a turnkey solution while increasing the sales of individual products.
In an online food store, a merchant creates a "tasting pack" grouping coffee varieties from different continents. Customers are willing to pay to discover multiple flavors while enjoying a better price than buying individually.
For clothing stores, offers like "buy two pairs of pants and get a third at half price" boost sales while helping customers complete their wardrobe with more variety.
Identify the products best suited for bundle discounts
• Which types of products work best in a bundle?
Complementary products work particularly well. For example, a merchant selling pet supplies can bundle a leash, a collar, and a stainless steel bowl in a "walk and meal" pack. This combination enhances perceived value and simplifies the purchase for the customer.
Consumable products, such as household or food items, are also very well suited to bundle discounts. A merchant can offer a set of six scented candles with a discount, encouraging customers to buy in larger quantities and thus increase order frequency.
Seasonal or end-of-line products help reduce inventory efficiently while attracting bargain hunters. A home decor shop could, for example, create an "Early Christmas" pack including decorations, candles, and ornaments.
• Avoid common mistakes
It is crucial to ensure that bundled products are consistent and relevant to the customer. If the items have no clear connection or if the customer does not see the logic behind the pack, the offer may lose its appeal.
Likewise, avoid creating bundles with products that have low demand or limited interest. If an item is hard to sell on its own, placing it in a pack won't be enough to make it more appealing.
Finally, make sure the savings offered are visible and meaningful. A discount that is too small may be perceived as a lack of generosity or strategy, which can discourage the purchase.
Choose the right pricing strategy
• Calculate an attractive discount while staying profitable
To offer an attractive bundle discount, it's essential to understand your profit margins on each included product. A common approach is to group a high-margin item with one or two lower-margin items. For example, if you sell a product with a 50% margin, you can offer a 20% discount on a bundle while maintaining acceptable profitability.
It is also useful to analyze customer buying behavior to identify products that sell well together. For example, if you notice that many customers buy a hand cream and a lip balm, you could create a bundle with a targeted discount.
• Offer tiered discounts
Tiered discounts encourage customers to buy more by offering increasing incentives. For example:
Buy two products and get 10% off.
Buy three products to get 15% off.
Buy five products to receive 20% off.
This approach creates a psychological dynamic where customers are tempted to increase their cart size to maximize savings. For merchants, this means higher revenue per customer and faster stock turnover.
Create effective bundle discount campaigns
Develop attractive offers
• Find product combinations that attract your customers
To create effective bundle discounts, it's essential to group products that have strong synergy or meet complementary needs. For example, a kitchen store might bundle a knife set, a cutting board, and a sharpener into a "Chef's Essentials" pack. This appeals to customers looking to equip themselves quickly with consistent products.
Another approach is to analyze the products frequently purchased together by your customers. For example, if you sell office supplies, you could offer a bundle including pens, notebooks, and a desk lamp, thus meeting complete professional needs.
• Identify key periods to launch bundle offers
Holidays and seasonal events are ideal times to launch bundled discount campaigns. For example, at Christmas, you can offer "gift packs" combining several popular products to give as presents.
During back-to-school season, a school supplies store could create an "Organized Student" pack including a backpack, notebooks, and pens. Customers appreciate all-in-one solutions during busy periods.
For events like Valentine's Day, bundle products such as chocolates, candles, and personalized cards into a "Romantic Evening" pack. These offers directly address customers' needs for a specific occasion.
Highlight your offers on your online store
• Use banners, pop-ups, and promotional emails
The banners on your store's homepage should immediately draw attention to your bundle discounts. Use eye-catching visuals and a clear message, such as "Save 20% with our exclusive bundles".
Pop-ups are effective for informing hesitant visitors. For example, a pop-up could appear with a message like "Take advantage of our special bundle before it's gone!" along with a "Discover now" button.
Promotional emails let you directly target your existing customers. For example, send an email with a subject like "Don't miss our exclusive holiday bundle – Available for a limited time". Add engaging images and descriptions of the products included in the pack.
• Optimize bundle descriptions
To maximize the effectiveness of your campaigns, write descriptions that highlight the benefits of the bundles. Rather than simply listing the included products, explain why the bundle is a great deal. For example:
"This bundle includes everything you need for a perfect movie night: a cozy blanket, a snack assortment, and a thermal mug. Save 15% compared to buying these items separately."
Also highlight the savings with phrases like "Save 10 € with this bundle!" or "Limited offer: get 3 products for the price of 2."
Collaborate with partners or influencers
• How can partnerships boost the visibility of your offers?
Partnerships with other businesses or complementary brands can expand your audience. For example, a wellness store could team up with a yoga brand to offer a "Zen" bundle including a yoga mat, essential oils, and a reusable water bottle. These collaborations help combine customer bases and increase the impact of your campaigns.
• Find the right influencers or partners to promote your bundles
Identify influencers aligned with your niche. For example, if you sell children's products, collaborate with parenting influencers who can showcase your bundle deals in their posts or videos. One example could be a "Back to School" bundle recommended by a parent blogger, explaining how it makes family life easier.
Choose partners or influencers who share your values and have an active audience. Ask them to test your bundles and share their authentic experience with their followers. This strengthens credibility and builds trust within their community.
Customizable bundles to increase perceived value
Why offer customizable bundles?
• Meet each customer's needs
Customers often look for solutions that specifically meet their needs. Offering customizable bundles allows them to choose the products that suit them best, increasing satisfaction. For example, a cosmetics store could let customers create their own beauty kit with options based on skin type or fragrance preferences.
By offering this flexibility, you show that you listen to individual needs, which strengthens customer loyalty and encourages repeat purchases.
• Increase customer engagement
When customers actively participate in creating their pack, they feel more involved in the purchasing process. For example, a gift shop could offer a personalized pack where customers select a box, three items of their choice, and a card with a unique message. This turns the shopping experience into an engaging and memorable activity.
Moreover, this level of customization often encourages customers to spend more, as they perceive their purchase as unique and tailored to their needs.
How to set up customizable bundles?
• Tools to simplify customization
On KingEshop, you can implement customization options thanks to simple and intuitive features. For example:
Add a product selector to your bundle pages, allowing customers to choose from multiple options.
Integrate a real-time preview where customers can see their personalized bundle before completing their order.
Use automated rules to adjust prices based on customer selections (e.g. adding a premium product with an extra cost).
These tools simplify the customization process for customers while ensuring smooth management for your store.
• Practical examples
A tea merchant could offer a customizable pack where customers select three flavors from a dozen available options, with the possibility to include a gift box. This provides a unique experience and appeals to tea lovers looking for new flavors.
A toy store could create a "Perfect Birthday" pack where customers choose a main toy, a book, and an accessory, all wrapped in a festive package. This offer meets the specific needs of parents looking to give a thoughtful gift.
Communicate the benefits of customizable bundles
• Highlight exclusivity
Highlight the unique nature of your customizable packs in your marketing campaigns. For example, use phrases like "Create a pack that reflects you" or "Your personalized offer, just for you". This approach enhances perceived value and gives customers an extra reason to choose your store.
You can also use visuals highlighting the different possible combinations to inspire your customers and show them the possibilities at their fingertips.
• Testimonials and customer feedback
Customer testimonials are a great way to showcase the value of customizable packs. For example, share the story of a customer who created the perfect gift pack for a birthday and received great feedback.
Also include case studies showing how your customers use your customizable packs to meet their needs. If a customer has combined several items to create a pack tailored to a special occasion, highlight that success on your social media or website.
Advanced strategies for bundled discounts
Integrate bundled discounts into a customer loyalty strategy
• Offer exclusive benefits to loyal customers
Bundle discounts can also be used to reward your most loyal customers. For example, create a "VIP pack" available only to members of your loyalty program. This pack could include exclusive products, limited editions, or free samples.
A concrete example would be a cosmetics store offering a "premium pack" with high value-added products and a special discount for customers who have accumulated a certain number of loyalty points. This encourages customers to stay engaged with your brand.
• Create subscriptions with regular discounts
Offer subscriptions that include discounts on regularly delivered packs. For example, a grocery store could offer a monthly subscription to a "fresh produce pack" including seasonal vegetables and spices, with an extra discount for subscribers.
Another idea is to offer a "wellness pack" subscription for loyal customers, including dietary supplements and care products delivered every quarter. This generates recurring revenue and strengthens customer relationships.
Combine bundles with rewards programs
• Encourage bundle purchases through loyalty points
Integrate your bundle discounts into a loyalty points program. For example, offer a free or discounted "discovery pack" when customers reach a certain point threshold. This encourages them to buy more to enjoy the benefits.
An example in a sports equipment store would be to offer a fitness accessories pack in exchange for 500 loyalty points. This strategy encourages repeat purchases and motivates customers to accumulate points.
• Offer bonus packs to reward top customers
Create special offers where customers can add a bonus pack to their order when they reach a minimum purchase amount or a certain number of points. For example, a bookstore could offer a "reading pack" including bookmarks, notebooks, and goodies to those who spend more than €100.
Leverage special occasions
• Offer seasonal or event-specific bundles
Special occasions, such as Christmas, Valentine's Day or back-to-school season, are ideal for launching bundle discounts. For example, a gift shop could offer a "Mother's Day pack" including a candle, a bouquet of dried flowers, and a personalized card.
For Halloween, a decoration shop could offer a "Haunted House Pack" including accessories such as artificial spider webs, LED lights, and wall decorations.
• Collaborate with other merchants
Limited-time collaborations with other brands or merchants allow you to create exclusive offers. For example, a clothing store could partner with a jewelry brand to offer an "Elegant Evening Pack" including a dress and matching necklace.
Another idea could be to collaborate with a local bakery to create a "breakfast pack" including a mug, a bag of coffee, and artisanal pastries. These initiatives attract new customers while strengthening your partner network.
Optimize bundle discount performance
Key indicators to track
• Conversion rate
The conversion rate measures the percentage of visitors who purchase a pack after viewing the offer. For example, if 1,000 visitors see a pack and 80 of them complete their purchase, the conversion rate is 8%. Regularly analyzing this figure helps you identify which packs generate the most interest and which ones need adjustments.
Improving this rate can involve better visual presentation of the offer, more engaging descriptions, or simplifying the purchase process. For example, a clear "Buy Now" button and a visible summary of the savings can strongly influence buying decisions.
• Average order value
A key goal of bundle discounts is to increase the average order value. If, for example, the average amount spent per order rises from €25 to €40 thanks to your bundled offers, this shows notable effectiveness. This metric is crucial for maximizing revenue while reducing marketing costs per customer.
To further increase this value, consider offering tiered bundles, such as premium packs with exclusive or high-value items. For example, a beauty pack might include a bonus product to encourage customers to choose the more expensive version.
• Customer loyalty
Loyalty after purchasing a pack is an excellent indicator of customer satisfaction. Analyze how many customers return to make another purchase, and how many of them choose new packs or other products from your store.
For example, a store selling a “coffee tasting pack” might find that a satisfied customer returns to purchase a full pack of their favorite flavors. You can also send satisfaction surveys or offer exclusive deals to encourage repeat purchases.
Use data to improve your bundles
• Identify high-performing bundles
Review your data to identify the best-selling packs. These often include popular products or items with high perceived value. For example, a “discovery pack” featuring bestsellers can attract curious buyers, while an unbalanced pack (with too many low-interest items) may struggle to appeal.
Use analytics tools to understand purchasing behavior. If a pack is frequently added to the cart but rarely purchased, it may indicate a pricing issue or unclear communication about the pack's benefits.
• Adjust offers and pricing
If a bundle offer doesn't meet your goals, adjust its components or pricing. For example, if a pack doesn't sell well at €30, test a €25 version to see if a small discount boosts sales. You could also replace a less popular product with a more in-demand item to make the pack more appealing.
Customer feedback can also provide valuable insights. For example, if your customers find a pack too cluttered or the products poorly matched, simplify the offer so it better meets their expectations.
Improve your offers through A/B testing
• Test different versions
A/B testing allows you to compare two versions of the same pack to determine which is most effective. For example, test a slightly lower price against a percentage discount or two product combinations to see what attracts your customers the most.
A concrete example would be testing a "discovery" pack containing three different products against a version with four products and a greater overall discount. This helps you understand whether your customers prefer an offer with more items or a more substantial saving.
• Analyze and apply the results
Once the tests are completed, review the data to spot trends. For example, if a pack with a slightly higher discount attracts significantly more buyers, consider applying this strategy to other offers.
The results of these analyses should guide your future decisions. For example, if customers prefer a specific type of offer, integrate that model into your overall strategy to maximize sales and customer satisfaction.
Psychology and behavior of bundle discounts
The power of scarcity and urgency
• Add time limits or limited quantities
Creating a sense of urgency or scarcity is a powerful technique to motivate customers to act quickly. For example, an offer like "Only 50 packs available" or "Promotion valid until Sunday" encourages immediate action out of fear of missing out.
A food store could offer a "seasonal special pack" available for just one week, attracting fans of fresh or local products who don't want to miss out on this exclusive offer.
• Psychological impact on customers
Urgency plays on the fear of missing a good deal, also known as FOMO (Fear of Missing Out). Customers perceive the offer as more valuable when it is rare or time-limited. For example, a clothing store might display a countdown showing that their "Soft Winter" pack is only available for the next 48 hours.
Moreover, these techniques encourage faster engagement and increase conversions, as customers are less likely to compare other options when they feel time pressure.
Cognitive biases and their influence
• Anchoring effect
The anchoring effect involves presenting a high initial price to increase the perceived value of the bundle discount. For example, displaying "Total value: €100 – Your price for the bundle: €75" clearly shows the savings. This makes customers more likely to see the offer as a good deal.
A tech products store could apply this strategy by showing the individual price of the accessories included in a bundle, before presenting the reduced total price for the set.
• Free effect
Including a free product in a bundle increases its appeal. For example, a beauty store might offer a "face care pack" with a free mask alongside two paid products. Customers perceive this free item as an exceptional opportunity, even if its actual value is relatively low.
Another example would be a kitchen store offering a free utensil, like a spatula, when purchasing a pack that includes a pan and a lid.
Segment your customers for targeted offers
• Tailor your discounts to customer preferences
Each customer segment has specific expectations. For example, young parents often look for practical and affordable solutions. A children's store could offer a “back-to-school pack” with essential supplies, tailored to their budget and needs.
Likewise, fitness enthusiasts may be attracted by a “starter pack” including a jump rope, a yoga mat, and light dumbbells, matching their fitness goals.
• Concrete examples of segmentation
A tea shop could create personalized packs for different segments:
A "discovery pack" for new customers, including assorted samples at an attractive price.
A "premium pack" for regular customers, with high-end teas and exclusive accessories.
Similarly, a fashion store could segment its offers by proposing a "basic pack" for budget-conscious students and a "luxury pack" for customers seeking high-end items.
Bundled discounts in an omnichannel strategy
Consistency between online and in-store
• Align offers across all channels
To ensure a smooth customer experience, it is essential to offer consistent promotions between your online store and your physical shop. For example, a customer who discovers a "special holiday gift pack" on your website should be able to benefit from the same offer in-store. This consistency reinforces your brand's credibility and encourages customers to move between your different channels.
A clothing store can launch a "winter pack" including a scarf, a beanie, and gloves with an exclusive discount. This pack can be promoted both on the website and in-store, with the option of in-store pickup for online orders.
• Omnichannel options for greater flexibility
Offering options such as "click-and-collect" or "free in-store delivery" encourages customers to use your different sales channels. For example, an electronics store could offer a "starter pack" for gamers, available online with same-day in-store pickup. This meets the expectations of customers seeking fast and free delivery.
Promote your bundles on social media
• Engaging content to capture attention
Social media is a powerful tool to showcase your bundle deals. Share attractive photos or videos highlighting the products included and explaining why the bundle is a great deal. For example, a kitchen store could create a video showing how to use the items in a "baking pack" to make a homemade cake.
Another idea is to host a live event, such as a product demonstration using a specific bundle. For example, a DIY store could show how to assemble a piece of furniture using the tools included in its "DIY pack."
• Encourage sharing and referrals
Encourage your customers to share their experience on social media. Offer incentives, such as a discount coupon, for those who post a photo or a review of your bundles. For example, a customer who bought a "discovery pack" could share a photo with your store's hashtag, increasing your visibility.
Working with influencers in your industry is another effective strategy. A beauty product store can collaborate with an influencer to present a "facial care pack," highlighting its benefits and demonstrating how to use it.
Use paid advertising campaigns
• Target specific segments
Paid advertising allows you to reach specific audiences based on their interests, age, or location. For example, a pet store could target dog owners with a "walk pack" that includes a leash, a collar, and treats.
Create eye-catching ads using high-quality visuals and clear messages. For example: "Get your dog ready for winter walks – 20% off our walk pack. Offer valid until Sunday!"
• Test different strategies
To maximize your campaign impact, test multiple ad variations. For example, try different visuals or messages: "Save 15% with our exclusive pack" versus "One free product in every pack." Analyze the results to identify which approach generates the most clicks and conversions.
Once the data is collected, adjust your campaigns to optimize their effectiveness. If a type of ad performs better with a particular segment, focus your efforts on that format to maximize your returns.
Practical tips for successful bundle discounts
ÉAvoid common mistakes
• Beware of excessive discounts
Offering overly generous discounts can hurt your margins and make your strategy unsustainable in the long run. For example, a store offering a “discovery pack” with a 50% discount may end up with margins too low to cover operational costs. Analyze your margins before setting the discount percentage to ensure profitability.
A balanced approach would be to offer a 10 to 20% discount while increasing sales volume to compensate for lower margins.
• Avoid overly complex bundles
Offering packs with too many options or illogical combinations can confuse customers. For example, a “random pack” containing unrelated items like a pillow, a mug, and a phone charger may be perceived as incoherent and unappealing.
Make sure your packs have a clear theme. For example, a “desk pack” could include a planner, a premium pen, and a phone stand, meeting the needs of professionals.
Inspire customer confidence
• Simple guarantees and returns
Customers are more likely to buy bundles if they feel reassured about product quality. Offer a satisfaction guarantee or flexible return policies. For example, a clothing store could allow customers to return one item from a bundle if it doesn't fit, without sending back the entire pack.
Clearly display your return policy on the product page to reduce potential customer hesitation.
• Highlight positive reviews
Satisfied customer testimonials enhance the credibility of your offers. For example, include reviews on your bundle page: "This discovery pack is perfect for trying different flavors! The products arrived quickly and well packaged."
A home decor shop could also share photos sent by customers showcasing their "home decor pack" to inspire future buyers.
Adapt to customer feedback
• Actively request reviews
After a purchase, ask your customers for feedback on your packs. For example, send a follow-up email with a short survey: "What did you think of our discovery pack? Your feedback helps us improve." These insights can reveal necessary adjustments, such as adding or replacing a product.
Another method is to analyze the frequently asked questions from your customers about your packs. For example, if several customers ask whether a product is included, consider making this information more visible in your description.
• Stay flexible and open to changes
The market evolves, and your packs must adapt to new trends or customer needs. For example, if you find that a pack sells better by adding a popular item, like a mug in a "tea pack", update your offer to meet this demand.
Regularly run tests to assess the effectiveness of your packs and make adjustments if necessary. For example, a "gift pack" for the holidays can be renewed each year with new products to maintain customer interest.
Conclusion
Summary of the benefits of bundle discounts
• Increased sales
Bundled discounts are a proven strategy to encourage customers to buy more. By grouping several products at an attractive price, you increase the average order value while maximizing your revenue. For example, a "discovery pack" can encourage customers to try several items they might not have purchased individually.
• Increased customer loyalty
Offering bundled discounts shows your customers that you understand their needs and want to provide them with valuable solutions. This approach strengthens their commitment to your brand and encourages them to return. For example, a customer who purchases a "VIP pack" with exclusive products is more likely to remain loyal to your store.
• Better brand perception
Well-designed bundles give your customers the impression that your brand is generous and attentive to their needs. By combining quality products into attractive offers, you enhance your brand image and stand out from the competition.
Encouragement to try this strategy with KingEshop
• Specific tools and features
KingEshop offers easy-to-use tools to set up your bundle discounts. For example, you can create dedicated pages for your bundled offers with clear descriptions, engaging images, and customization options for your customers.
In addition, features like sales tracking and performance analysis allow you to measure the effectiveness of your bundles and adjust them if needed.
Message for small merchants
• Transform your sales starting today
You now have all the tools you need to succeed with bundle discounts. These strategies, combined with KingEshop's experience and tools, allow you to boost your sales, build customer loyalty, and enhance your brand image.
Feel free to experiment with different types of bundles, listen to your customers' feedback, and optimize your offers to meet their expectations perfectly. Bundle discounts are not just a way to sell more: they are an opportunity to build a lasting and profitable relationship with your customers.
Thank you for reading this page all the way through!
