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What Are Product Bundles?
A product bundle is a sales strategy where two or more complementary products are grouped and sold together as a single package usually at a lower combined price than buying each item separately.
Think of it as a curated shopping experience: instead of asking customers to find and add each product individually, you do the work for them and reward them with a better deal.
Simple example: A skincare store bundles a cleanser, toner, and moisturizer into a “Daily Routine Kit” priced at $45 instead of $58 if bought separately.
Product bundles are widely used across ecommerce because they solve a real problem for both sides:
- For customers: less decision fatigue, better perceived value, and convenience.
- For merchants: higher revenue per transaction, faster inventory turnover, and stronger customer loyalty.
Types of Product Bundles on Shopify
Not all bundles work the same way. Here are the three core types Shopify merchants use:
Fixed Bundles
A fixed bundle is a pre-set group of products sold together with no customization. The merchant decides exactly which items are included, and the customer buys the whole set.
Best for: starter kits, gift sets, routine-based products (e.g. a coffee morning kit with beans, a grinder, and a reusable cup).
Shopify example: A skincare brand sells a “Glow Starter Kit” with a face wash, vitamin C serum, and SPF moisturizer fixed items, one price.
Mix-and-Match Bundles
Mix-and-match bundles let customers build their own bundle from a curated selection of products. They choose which items to include, within rules set by the merchant (e.g. “pick any 3 products for $35”).
Best for: stores with a wide product range, beauty brands, food and snack stores, apparel.
Shopify example: A coffee subscription store lets customers pick 3 roasts from 10 available options to build their monthly coffee box.
Subscription Bundles
A subscription bundle combines the power of bundling with recurring orders. Customers receive a curated or customizable set of products on a regular schedule weekly, monthly, etc. and are charged automatically.
Best for: consumables, wellness products, pet food, beauty boxes, food and drink brands.
Shopify example: A wellness brand offers a monthly “Self-Care Box” subscription with a rotating selection of supplements, teas, and skincare samples delivered every 4 weeks.
Subscription bundles are especially powerful because they lock in recurring revenue while giving customers ongoing value.
Why Product Bundles Work: Key Benefits
Increase Average Order Value (AOV)
Bundling is one of the most reliable levers for growing AOV. Merchants implementing bundle strategies typically see 20–30% AOV improvements, with bundled customers showing significantly higher lifetime value.
When customers see a clear saving by buying together, they are more likely to spend more per transaction without feeling pressured.
Move Inventory Faster
Bundles help pair slow-moving products with bestsellers. Bundled products tend to turn over faster than individual items, which helps reduce dead stock and improve cash flow.
Improve Customer Retention
Bundles especially subscription bundles create habits. When a customer receives a curated box every month, they build a routine around your brand. Retention metrics confirm that bundling improves retention on average, with leading brands achieving even stronger results when combining bundles with subscription models.
Subscription businesses also benefit from predictable recurring revenue: subscription merchants see consistent year-over-year growth in LTV, AOV, and monthly recurring revenue.
Reduce Decision Fatigue
A well-designed bundle removes the need for customers to figure out what goes together. You do the curation work, they get a ready-made solution. This is especially powerful for new customers who are unfamiliar with your product range.
How to Create Product Bundles on Shopify
Here is a practical step-by-step approach for Shopify merchants:
- Identify your best-selling products
Start with your top performers. Use your Shopify analytics to find which products customers buy most and which ones are frequently bought together.
- Choose your bundle type
Decide whether a fixed bundle, mix-and-match, or subscription bundle fits your goal. Are you trying to increase AOV? Clear inventory? Build recurring revenue?
- Set your pricing and discount
Make the value obvious. Customers should instantly see they are getting a better deal. A clear “Save $X” or “X% off” label helps drive conversions.
- Use an app built for subscription bundles
Shopify’s native bundle feature covers basic fixed bundles, but for subscription bundles and build-your-own-box experiences, you need a dedicated app.
Easy Subscription App is a Shopify subscription app built specifically for growing DTC brands. It includes:
- Fixed product bundles pre-set product groups with bundle pricing and discounts
- Build-a-Box (BYOB) let customers curate their own subscription box
- Bundle steps and bundle tags guide customers through a structured bundle-building flow
- Subscription bundle pricing apply discounts automatically to recurring bundle orders
- Upsell and cross-sell surface complementary products at checkout or post-purchase
Easy Subscription App is trusted by 2,000+ Shopify stores and offers a free plan to get started, with no transaction fees.
- Promote your bundles
Feature bundles on your homepage, product pages, and in email campaigns. Promote them across social media and during seasonal moments (holidays, back-to-school, etc.).
Useful Sources
Easy Subscription Shopify Subscription & Bundle App
Shopify Product Bundling: Strategies & Examples
Shopify Dev Docs About Product Bundles
Shopify Help Center Eligibility and Considerations for Bundles
