What Is Bundling Pricing? Create Smarter Offers for Ecommerce Brands

If you’ve ever bought a “starter kit,” a “family pack,” or a “buy 3 and save” deal, you’ve seen bundling in action. Instead of selling each product on its own, brands combine items and give shoppers a clearer, often better-value choice.

For ecommerce brands, bundling is one of the easiest ways to increase average order value without feeling pushy. The right bundle can help customers decide faster, feel like they’re getting a deal, and walk away with everything they actually need instead of just one item.

In this guide, we’ll break down what bundling pricing is, how to think about a bundle pricing strategy, and a few bundle pricing examples you can borrow and adapt to your own store.

What Is Bundling Pricing in Ecommerce?

Bundling pricing is the practice of selling a group of products as a single offer, usually at a slightly better price than if customers bought each item separately. With this approach, customers pay a single price for the entire bundle, which is typically a discounted price compared to purchasing each item separately. 

This is known as price bundling and is used to offer a discounted price for one convenient package or single package, making it easier and more appealing for customers to buy.

In ecommerce, this can show up as sets (“morning skincare routine”), multi-packs (“3-pack of socks”), or upgrade kits (“camera plus lens and bag”). There are different types of bundle pricing, such as pure bundling (where products are only available as a bundle), mixed bundling (where customers can choose between the bundle or each item separately), and joint bundling (where all items must be purchased together as the entire bundle). 

The goal is not just to discount. It’s to create offers that make sense for how people actually use your products.

Why Bundle Pricing Works for Online Shoppers

Bundle pricing works because it solves problems for both sides. For shoppers, bundles reduce decision fatigue. Instead of reading ten product descriptions and trying to figure out what goes together, they see a clear option: “this set has everything you need.” Bundle pricing leads to simplified purchasing decisions, making it easier for customers to choose and encouraging larger purchases. The slight discount compared to buying items individually is the extra nudge that makes the offer feel like a smart choice, not just an upsell.

Bundles also make value feel more obvious. When you show the “full price” total of each item beside the bundle price, people can quickly see the savings without doing the math in their head. This cost savings and attractive price mean customers benefit and feel they are getting more value from the purchase. That clarity builds trust.

For brands, bundles push more items out the door with each order. You ship fewer boxes to make the same or more revenue. You can also quietly clear out inventory by combining slower products with popular ones, as long as the bundle still feels natural and useful. Bundle pricing helps boost sales, increase sales volume, and drive customer value.

Because of this, a good bundle pricing strategy is not only about discounts. It’s about aligning what buyers want to accomplish with the way you package and price your products. E-commerce businesses frequently employ bundle pricing to encourage larger purchases and increase customer satisfaction.

How to Build a Bundle Pricing Strategy?

Before choosing prices, ask what “jobs” your products help people do. Are they trying to build a full routine, test different flavors, or buy enough stock for a month? Once you understand that, it’s easier to design bundles that feel like ready-made answers instead of random combinations. Understanding customer preferences and customer segments is crucial for tailoring bundling strategies as part of your overall business strategy, ensuring your bundles meet the unique needs of different groups.

For example, you might create:

A basic value bundle that simply lets customers save when they buy more of the same item, like “buy 3 t-shirts and save 15%.” This works well for everyday products that people naturally stock up on.

A convenience bundle that puts everything needed for a task in one place, such as a “home office starter kit” that includes a laptop stand, keyboard, and mouse. Here, you’re selling ease more than pure savings. An upgrade bundle that nudges buyers from a simple option to a more complete setup, such as “camera body plus lens and memory card.” The bundle feels like the “right” version for serious buyers.

You can also offer product family bundles, which combine related products or services within the same portfolio to provide a comprehensive solution for specific customer segments. Custom bundles are tailored packages designed to meet the unique needs of individual customers or market segments, while accessory bundles encourage customers to purchase add-on services that enhance the value of the core product. These bundle types help address different customer segments and needs.

Software companies often bundle multiple services or offer a software suite, combining multiple products or services into a single package to maximize profits and business profitability. Bundling strategies like these can increase customer retention and perceived value.

Pricing each bundle is a balancing act. You want the bundled discount to be noticeable enough that customers care, but not so deep that you destroy your margins. The goal is to maximize profitability while still delivering customer value. Often it’s enough to give a small percentage off the total or add a small freebie to increase perceived value.

Leader bundling, where a high-value item is offered alongside lower-value items, and mixed leader bundling, which combines different bundling strategies, can further enhance perceived value. Bundling complementary products that naturally complement each other encourages larger purchases and simplifies the buying process.

Over time, your bundle pricing strategy becomes a mix of these ideas, tailored to your catalog and your customers’ habits. Tracking bundle performance, managing complex bundles, and refining the bundling process, including inventory and profitability analysis, are essential for ongoing success.

It’s also important to distinguish bundle pricing from tiered pricing: while bundle pricing combines multiple products or services into a single offer, tiered pricing provides different service levels at various price points. Bundles can be structured so that some items must be purchased together (purchased separately vs. purchase items individually), streamlining the buying process and catering to different customer preferences.

Optimizing your bundling strategies not only supports business growth and competitive advantage but also ensures your bundles deliver value to both your business and your customers. Managing bundle pricing can be complex, requiring careful tracking of inventory, pricing accuracy and profitability analysis, but the right approach can maximize profits and drive long-term business success.

Bundle Pricing Examples You Can Learn From

Sometimes it’s easier to understand bundling by looking at how other brands do it and then working backward.Imagine a skincare brand that sells cleanser, toner and moisturizer. Each has its own page and price. On top of that, the brand creates a “Daily Essentials Set” that includes all three at a small discount. These bundles often combine complementary products to add value. Customers who might have only bought the moisturizer now see a clear path to a full routine and the brand increases average order value without forcing anything.

A coffee company might sell single bags of beans but also a “3-Bag Sampler”. The sampler gives people a way to try flavors while feeling like they’re getting better value by buying complementary products together. It’s also easier to feature in ads and on the homepage because it tells a simple story.

An electronics brand could create a “Work-from-Home Bundle” that includes a monitor, webcam and desk lamp. Instead of asking buyers to hunt for compatible accessories, the bundle says: “We’ve done the thinking for you”. Even if the discount is small, the convenience is worth it for many customers.

Other industries use bundle pricing in similar ways. Restaurants create meal combos as a convenient package, encouraging customers to buy a whole meal rather than individual items. Streaming services like Disney+ bundle multiple services together at a discounted rate to attract customers. Software companies often offer a software suite, a bundle product that combines multiple services or related applications, so businesses can get everything they need in one purchase.

These bundle pricing examples all have one thing in common: they are framed around how real people use the products in everyday life. When you think this way, your bundles become more than just a way to push extra items, they become offers that feel helpful.

Displaying Bundles on Product Pages and in the Cart

Creating bundles is one thing; displaying them clearly is just as important.

On product pages, you can show a bundle as an alternative to buying a single item. For example, under a single product you might display a module that says “Complete the set” with a combined price and a simple “Add bundle to cart” button. The copy should make it clear what’s included and how much someone is saving.

Some brands also create a dedicated “Bundles” or “Kits” collection. This works well if bundling is a core part of your strategy because shoppers can browse complete solutions rather than piecing things together.In the cart, you can surface gentle bundle offers based on what’s already there. If someone adds shampoo, you might suggest a “Hair Care Duo” that includes shampoo and conditioner at a small discount. This should feel like an upgrade, not a hard sell.

All of this is easier when you can fully control your product, cart and checkout layouts. The more flexibility you have in your ecommerce setup, the more you can experiment with where bundles appear and how they’re framed.

Competitive Pricing: Standing Out in a Crowded Market

In today’s crowded ecommerce landscape, standing out often comes down to how well you price and package your offers. A well-crafted bundle pricing strategy can give your business a real edge by combining products or services in ways your competitors haven’t considered, and at a price that feels like a win for your customers.

Start by analyzing your competitors’ bundle pricing and overall pricing strategy. Look for gaps: Are there customer needs they’re not meeting? Are their bundles missing key products or services that your audience values? Use this insight to create bundles that fill those gaps, whether it’s a unique combination of services or a package deal at a lower price point.

For example, a digital marketing agency might notice that competitors only offer social media management and ads as separate services. By bundling these together, perhaps with a bonus coaching session, you can offer more value at a competitive price, making your bundle the obvious choice.

Don’t forget to monitor customer feedback and sales data regularly. This helps you fine-tune your bundles, ensuring they stay relevant and attractive as the market shifts. The most successful bundle pricing strategies are dynamic, evolving with customer needs and market trends to keep your business ahead of the curve.

Customer Feedback: Using Insights to Refine Your Bundles

Listening to your customers is one of the most powerful ways to improve your bundle pricing and increase customer satisfaction. Customer feedback reveals what’s working, what’s missing and what could make your bundles even more appealing.

Collect feedback through surveys, social media polls or by reading customer reviews. Pay attention to comments about price points, the mix of products or services and any requests for new bundle options. For instance, if customers consistently ask for video editing to be included with social media management, that’s a clear signal to create bundles that address this need.Use this to adjust your bundles, whether it’s tweaking the price, swapping out products or launching new combinations. 

When customers see that their input leads to better offers, they feel heard and are more likely to stick around. Ultimately, incorporating customer feedback into your bundle pricing strategy helps you create bundles that resonate, driving satisfaction and loyalty.

Common Mistakes to Avoid with Bundle Pricing

While bundle pricing can be a winner, there are a few pitfalls to watch out for. One common mistake is not taking the time to understand your customers’ true needs and preferences. Bundles that feel random or irrelevant won’t drive sales or customer satisfaction.

Another misstep is setting your bundle prices too high or too low. Over-discounting can erode your profit margins, while under-discounting may make the bundle seem unappealing. You need to find the balance that offers real value without sacrificing profitability.

Complex or confusing bundles are another trap. If customers can’t quickly grasp what’s included or why it’s a good deal, they’ll move on. Keep your bundles simple, clear and focused on solving a specific problem.

Finally, don’t set your bundle pricing and forget it. Review your offers regularly to ensure they’re still competitive and aligned with customer needs. By avoiding these common mistakes, you’ll create bundles that drive sales and customer satisfaction.

Get Started with Smarter Bundling

If your current offers are flat, single products, one basic discount, nothing that pops, bundling is an easy way to add more options for your customers. You don’t need twenty different sets to start. Choose a few of your best selling products and ask: what would a starter kit, refill set or upgrade bundle look like for these products? Turn those ideas into clear offers, show the savings beside the individual prices and see how your audience responds.

If you’re already on Webflow and want to actually design these bundles into your store without wrestling with heavy custom code, Penni Cart is for that. It lets you customize your product pages, cart and checkout so you can showcase bundles the way you want and you can use Penni Cart for free until you go live. That means you can test bundle layouts and flows first, then launch when you’re ready with your offers and pricing.

‍