The Power of Product Bundling: Increasing AOV Without Discounts

Are you running an online store and trying to sell more, but the only tactic that seems to work is dropping prices? That can feel like a quick win, until you notice what happens next: your profit shrinks, and customers start waiting for the next sale instead of buying at the regular price.

A more stable way to grow is to raise average order value (AOV), the average amount a customer spends per checkout. One way to do that without discounts is product bundling, which means selling two or more related items together as one set with one clear purpose. Done well, bundling helps shoppers decide faster, makes the value easier to see, and gives them a natural reason to add more to their cart.

Want to know more? Read on as we discuss the following:

• Why bundling increases AOV without discounts.

• The bundle types that work best for most online stores.

• How to price bundles using clear “sold separately” comparisons.

• Where to place bundles on your site so customers notice and add them.

At the end of this article, you will know how to create bundles that increase AOV without relying on discounts.

Why bundling works

So why does bundling work in the right place? Here are three reasons:

• First, bundling reduces decision stress. Most shoppers do not wake up wanting “three separate items.” They want an outcome, and a bundle answers “What else do I need?” in one click. That makes it easier to buy more in the same order.

• Second, bundling makes value easier to see. When items are sold one by one, shoppers compare prices. When items are sold as a set, shoppers compare the set to buying each item separately, so the focus stays on the total value, not one item’s price.

• Third, bundling helps customers choose faster. Clear kit labels show what belongs together, so shoppers are less likely to buy the wrong mix or miss an item.

In short, when a bundle feels like the obvious next step, customers spend more without needing a discount.

Bundle types that raise AOV

Now that you know why bundling works, you also need to know this: not every bundle fits every store. The right bundle depends on how customers use your products and how often they reorder. Here are some bundle types that most often raise AOV:

Curated kits (done-for-you)

Best for beginners and outcome-based products because customers do not have to guess what to buy together. It shortens decision time and reduces incomplete orders. For example, a skincare brand can sell an “Acne Care Starter Kit” that includes a gentle cleanser, a treatment serum, and a lightweight moisturiser. A coffee brand can do a “Coffee Brewing Starter Set” with a grinder, filters, and a measuring scoop.

Build-your-own bundles

Best for preference-heavy items because customers still get a set, but they control the choices. This keeps the bundle feeling personal instead of pre-picked. For example, customers can pick any three tees, choose any four snack bars, or build a set of two candles and one room spray.

Multipacks and refills

Best for repeat-use essentials because customers want to restock less often. It lifts AOV by selling more units in one checkout for convenience, not because of a price cut. For example, you can offer a two-pack of sunscreen, a three-pack of razor refills, or a six-month supply of supplements.

Cross-sell bundles (used-together moments)

Best when one product works better with the right add-on, so customers do not forget key parts. It also reduces support issues like “I did not know I needed this.” For example, a camera bundle can include a memory card and tripod, a drill bundle can include a bit set, and a phone case bundle can include a screen protector and cleaning cloth.

First-order bundles

Best for increasing the size of a customer’s first order because first-time buyers often do not know what to choose. A starter bundle tells them, “Start with these,” so they add more items in one checkout without needing a discount. For example, a “Try the Brand Set” can include two best-sellers plus one practical add-on that completes the set (like an applicator, a refill, a care item, or a matching accessory).

What to avoid

Before you launch bundles, watch out for a few common mistakes:

• Pairing items that are not used together. If the items do not belong in the same routine or use moment, the bundle feels forced and shoppers skip it. For instance, bundling a phone case with a tub of protein powder makes no sense.

• Adding too many choices too soon. If you launch too many bundle versions at once, shoppers get overwhelmed and your team gets stuck managing options. For example, a “build your own bundle” that asks customers to choose from 25 scents, five sizes, and four packaging styles is more confusing than helpful.

• Stuffing the bundle with slow movers just to clear stock. This lowers conversion because the bundle stops feeling like a smart set and starts feeling like leftovers. A common example is pairing a best-selling moisturizer with a random scented hand cream that rarely sells.

• Including items with different return reasons. If one item often gets returned for fit, it can drag the whole bundle into returns. For example, bundling jeans with a final-sale belt or socks can create issues when the jeans do not fit but the other items cannot be returned.

• Pricing that does not make sense at a glance. If the bundle price is too close to the main item’s price, customers will not bother adding the extras. If it is too low, it can look like a clearance set or force you to lose money on every order. For example, if a $50 best-seller bundle costs $52 with two add-ons, shoppers will ask, “Why bother?” But if a “complete set” looks unusually cheap, some buyers assume the items are low quality or old stock.

How to build and launch bundles

Now that you know what bundles to create, how do you get started? Follow these steps to launch your first bundle fast.

Pick one hero product

Choose a product that already sells steadily and has low returns. If customers already trust this item, it is easier for them to trust the bundle.

Add two to three items that support the main item

Each item you include should do at least one of these:

• Help the customer use the product correctly.

• Make the result better.

• Help maintain, refill, or store the product.

If an add-on does not do any of these, do not include it.

Set the bundle price using a clear comparison

Show only two prices: the total cost if items are bought separately, and the bundle price. Do not price it like a sale item, and do not price it so close to the main product that the bundle feels pointless.

Name the bundle so it is easy to understand

Use a short name that tells shoppers what the set is for, not a long name that lists items. For example: “Daily Routine Kit,” “Desk Setup Pack,” “Weekend Travel Set,” or “Home Bar Essentials.”

Place the bundle where customers decide

Place the bundle where people are already about to buy, because those are the moments when shoppers are most likely to add extra items:

• Product page: show the bundle option next to the main product, because customers are still deciding what to add.

• Cart: offer one upgrade like “Add the full set,” because the customer has already said yes to buying.

• Checkout: show one or two add-ons only, because too many options slow the purchase and cause drop-off.

Track results and improve one thing at a time

Check the following weekly:

• Attach rate (how often shoppers add the bundle after seeing it).

• AOV lift (bundle carts vs regular carts).

• Contribution margin (profit after costs).

• Return rate (signals confusion or wrong expectations).

If people view the bundle but do not add it, fix the offer or the message. If the bundle sells but profit drops, adjust pricing or swap an add-on. If returns rise, tighten the description so customers know exactly what is included and who the bundle is for.

Conclusion

As you can see, product bundling does not need discounts to work. When you sell a complete set instead of a cheaper price, customers spend more because the decision feels easier and the value is clearer.

Build one bundle this week and place it where buyers decide (product page, cart, and checkout). Track attach rate, AOV lift, margin, and returns for two to four weeks, then keep the winner and expand it into three options—starter, core, and premium—so bigger carts feel like the natural choice and your revenue grows without relying on discounts.