If you’re in eCommerce, you know the importance of increasing average order value.
So, what’s one of the best strategies to increase AOV? You guessed it! Product Bundles.
I talk about the benefits of product bundles for your business, but I share more of my thoughts and tips later in the article.
Let’s get right into what you’re here for (and get inspiration from) - the examples.
As you’re here to see, I’ve curated some of the best worldwide and Australian eCommerce brands doing an exceptional job when it comes to product bundling strategies.
Before going through them, here’s something below which may help you.
When going through these product bundling examples, I’ve put together a helpful, high-level checklist of key elements to look out for, which you can use as a bit of a benchmark for your own store.
This isn't an exhaustive list by any means, but it's a good structure to follow and have in mind for what you should be looking out for.
Note: You can head to the product bundle example references via each of the links included under the brand images.
Alrighty, let’s dive into this examples guide. I’m excited for you as eCommerce marketers. founders and enthusiasts to explore and hopefully get some awesome takeaways.
Aesop was founded in Melbourne in 1987, but it has since made a name for itself in countries across the globe. The company produces hair and body products of the best and most sustainable, high-quality ingredients filled with rich vitamins and minerals. Most products average around $70, and they are most known for their Parsley Seed line and facial treatments.
Overall, the Aesop website is epic in terms of UX, copy & design. Definitely up there as one of my personal favourites.
As a visitor, you can discover their products better through their bundles. Here’s a quick look:
Twice is a dental hygiene company founded on holistic systems and principles. This means that all of their products are made with clean ingredients, and their formulations are still backed by science and experts. Their toothpaste at $6.39 is their bestseller, though some of their products cost a little over $20.
Their complete oral kit bundles all these items together:
Stojo is a sustainable brand that produces collapsible and portable food and drink accessories, from bowls to cups to straws. They’re still most popular for their collapsible, spill-proof cups that started it all, sold at an average of $20 each. But if customers want to try out their other key offerings and receive the fill experience of Stojo’s products, they can also check out their bundle options. Here’s what I like about it.
Feastables is a chocolate snack brand created using only organic ingredients. Think of your favourite mainstream chocolate bar, except healthier as each bar has only five ingredients: grass-fed milk, cocoa bean, cocoa butter, sugar cane, and vanilla powder. At $30 per flavour pack, it’s a pretty good alternative.
You can also explore all their five flavours with their bundle:
Fable Pets is known for its innovative, aesthetic, yet very practical accessories for pets. Everything is crafted with your convenience and your pet’s safety and comfort in mind. They’re known for their award-winning crate, but they still have a plethora of products just as worthy of attention, as can be seen in their bundles.
This is a great example to check out which is a great ‘build your own bundle’ experience. Really smart strategy and the execution from a UX point of view is epic.
Honestly, I’d be saving this inspiration and sharing with your team to get learnings.
Stuff creates stuff for human hygiene, which means that they create stuff for your face, stuff for your head and body, and stuff for your pits. No, really, that’s the names of their products. Their head and body wash is their bestseller, with all of their individual products selling for less than $15. They also have bundles, though, that has all the stuff (pun intended) for your body care:
Rootless is a brand that props up seaweed as a central ingredient, given its considerable health benefits. Their team worked incredibly hard to find a way to make the ingredient appealing and has since released three product flavours that make seaweed seem like a dessert. In reality, it serves as a daily supplement. For visitors who are just beginning to discover this particular food landscape, their starter kit may be a good place to start:
As you can see, starter kits are a great strategy for new customer acquisition. Personally, I’ve had great success with ‘starter’ or ‘welcome’ kit bundles with Facebook ads remarketing for new customers (i.e. never made a purchase before).
Rae is a wellness solution company that produces vegan, non-GMO, and gluten-free supplements. They have different products for specific needs, the most famous of which are their Stress and Hormone lines priced at $14.99 for a 30-day supply. Another way to try their products is by purchasing their best-selling set.
Facile Skin is a skincare brand with a focus on cosmetic dermatology. Unlike other brands that push multiple steps, Facile encourages simple and uncomplicated regimens that would address each user’s specific needs. Their basic and foundational products are their best sellers, priced at an average of $25 each. You can also try them all by purchasing their core bundle:
Character is a brand that helps even the most inexperienced beginners take on DIY and home improvement projects by giving them access to supplies with matching tutorials from experts. Individual tools cost an average of $15, but you can also get them in kits:
Airsign is a modern vacuum and home appliance company, known for their impressive-looking products. They believe that functionality and design are not mutually exclusive and that well-built products should be within the reach of the masses. So, they engineered their now famous HEPA vacuum, a powerful cleaner priced at $295. Of course, it will need new filters, which is where their bundles come in:
Cheers calls itself the leader in alcohol-related health, as it sells supplements that aid people’s well-being even as they consume alcohol. All their products are third-party tested, and have been used in toxicology reports to prove effectiveness.
Their Restore product, an after-alcohol aid, is their best seller at $35 per bottle. These are also sold in kits, for all the regular drinkers out there:
Absolution is a French beauty brand dedicated to botany, ecology, quality, and honesty. Their certified organic products are designed to maintain and protect the skin’s natural ecosystem, even amid the dirt and grime of the city. They are best known for their serums and facial washes, costing an average of €40 each. They also have great skincare bundles:
Koala is a famous Australian furniture brand, best known for their mattresses and sofas. Most of their best sellers are priced $1,000+ above, though they do have bundles and saving options for discounts:
Sound is a sparkling water brand that uses organic ingredients with no artificial sweeteners. They currently have six flavours bundled in 12 cans per order at $30. Let’s take a look at their sampler:
Culture Kings is a premium streetwear clothing brand that started in Australia but has since gained a following worldwide. They are most known for their customer experience, as they have live DJs spinning in their stores. There are also random entertainment and games setups, where customers have a chance to win exclusive merchandise.
Understandably, most of their products are priced well in the hundreds, but they have bundle deals that could help you save:
Then I Met You is a Korean-inspired skincare brand founded on the concept of jeong; that is, the belief that you can build a deep connection between places, people, and things. It is intentional and mindful, and as a brand, they only came out with their own line of foundational skincare pieces averaging $40 apiece. They also have an essentials bundle, meant to create an entire routine:
Bondi Sands is inspired by Australia’s most iconic beach and is a brand committed to protecting people with high-quality suncare products. It’s one of the top suncare brands (with over 25,000+ 5-star reviews) in the world, which is reef-friendly and cruelty-free. Their award-winning self-tanning foam is priced at $19.95 per bottle, and they feature their other best sellers in bundles:
Organik Wellness is an award-winning brand founded in 2016, though it was known as Organik Babee until 2021. They create natural beauty products for babies, teens, and mothers alike, and they have a line for each demographic. They are most known for their baby and tween skincare, at an average of $25 per product. They also have bundles accordingly:
Made to Milk is a mother care brand founded in 2017, offering lactation support products for those who are breastfeeding. Their bestselling lactation cookies cost $24.95 for 12 cookies, though they also offer other milk-inducing crackers, drinks, and mixes. These are also sold in bundles:
Esmi is an Australian skincare brand known for its vegan and cruelty-free makeup. They only use the highest quality ingredients and recyclable packaging, helping make their hyaluronic acid and facial oil become bestsellers, among others. These products are highlighted in their skin bundles:
Keep It Simple Skin aims to do exactly what its brand name says: keeping skincare routines simple while still achieving optimal results. They focus on top-performing ingredients and minimising fillers, and allow clients to customise their own regimen. They only have six basic products, and each costs $49. You can get them in a bundle:
Will and Co is an Australian specialty coffee roasting company founded in 2013. They are known for their A-grade coffee, as well as their ongoing collaborations with local artists and talent. They have branches across the nation, but they also sell their products online, with 1 kilogram of coffee coming in at $55. They even sell them in product bundles:
Created in 2016, Partake Foods aims to make good desserts available even to those who have multiple dietary restrictions. So, all their products are gluten-free, non-GMO, vegan, and have none of the top nine allergens (including nuts, milk, egg, and soy). They have made quite a name for themselves, particularly through their famed chocolate chip cookie starting at $14.99. It also comes in variety packs:
Happy Healthy You is an Australian-based wellness solution designed to address women’s hormonal disorders. Their products cost an average of $40 each, but you can save more by purchasing their bundles:
Jambys is a company that started out by making boxers with pockets - the perfect hybrid between briefs and basketball shorts. They have since branched out to loungewear, but are still best known for their comfortable and affordable Jamby shorts at an average of $35 apiece. You are also given the option to create your own bundle:
Eigenhain is a skincare brand that mixes science and nature, designed to produce better skin and skin conditions. They have four skincare lines in serum and lotion but are best known for their pro line, at an average of 50 euros per product. All of these are also sold in bundles:
Nick’s was founded by a man named Nick, who believed that earth needed tasty, no-sugar treats. So, he formulated a no-sugar ice cream, which eventually branched out to other food such as cookies and protein bars. They’re still best known for their ice cream though, priced at an average of $10 a pint. You could their most popular flavours in this bundle:
Did you know that most wet wipes contained plastic? Biom exists as an answer to that, as the company creates 100% plant-based, biodegradable wet wipes. They only sell refillable dispensers and refills in bundles:
Duradry is an underarm care brand that targets the issue of excessive sweating. Their stick and body spray are their best sellers, with many of their top products selling at $10 a piece (pretty good value by the way). Their three-step system is recommended for maximum protection:
Florence by Mills is a clean beauty brand that maximises botanicals and antioxidants in its products. Their face wash variations, with great value prices, are their best sellers. However, they have other products worth noting as seen in their Mini Essentials kit:
Hanni is a razor company built for women, by women. It is designed to minimise razor burns and ingrown hair, to make the shaving experience more enjoyable. Their award-winning weighted razor goes for $42, and it’s made of 100% metal. You would need to get blade refills, though, so going for their shave set may be the better idea.
This is one of my favourite bundled examples worth highlighting to learn from.
Happy Hour is a tequila brand that uses real juice and minimal sugar in its mixes. The company has released four flavours, with an 8-pack costing $22. You can try all flavours at an awesome price when you get their variety pack:
We are wild seeks to make skincare fun yet still effective. To add to the cleansing experience, all their products are solid in form - even their moisturiser. This seems to be effective as a selling point since their solid cleanser is award-winning and their solid toner is always sold out. You could try out some of their great products by purchasing the new Recreation Kit though:
Larq is an innovative company that seeks to make clean water more accessible for people. To do this, they came out with products that improve water quality - starting with their renowned water bottle that starts at $99. They have since come out with other product lines, including a pitcher with the same purifying ability, priced at $168:
As the name suggests, Karst makes paper out of stone. This means fewer cut trees, more sustainable paper, and waterproof journals. They are best known for their premium plain journals priced at an average of $25 each, but they also have unique variations. Some of them can be seen in this Praxis Method bundle, designed especially to encourage mindfulness among users:
Nowhere Bakery was founded by a former model who believed that decadent treats can be had without having to resort to unhealthy ingredients. The result is a dessert that is free from refined sugar, grain, soy, and even nuts. All their products start at $34 per box, but they are most known for their chocolate chip cookies. You can give this and the others a try by going for their Mini Sampler Box:
Joi was founded with the intent of mass-producing high-quality, delicious plant-based milk. The company only started in 2015 with an almond milk line, but they have since grown to multiple product options and collections. Their bestselling bases cost $19.99 per 15 oz., and these come in bundles for double the fun and flavour:
Hydrant is a company centred on one goal: battling dehydration. So, they came out with a line of products that makes electrolyte products accessible and flavourful. They have since then branched out to other enhancements of their products, with some being infused with vitamin C for immunity, while others with chamomile for better sleep. A 30-pack of any of these is priced at $32, and you can save more when you purchase their bundles:
The primary advantage and reason for adopting a product bundling strategy for your eCommerce business is to increase your AOV (i.e. average order value). What does this mean? Well, when you increase your average order value, you increase your total profit margins, which then you can then invest back in the business for growth and expansion. Alongside the primary reason of increasing AOV, the other clear benefits include inventory clearance through special bundled promotions, reduce waste from old stock, decrease distribution/shipping costs (as you make more margin from the transaction), and ultimately, product bundles are a smart strategy for brand new customers to get introduced to the brand. In many ways, like a brand new experience (for example, welcome kits, which you see brands offer). Of course, the same applies to existing customers with upselling, which can help improve CLTV as well.
There are a few strategies and types when it comes to bundling products, including the likes of subscription bundles (which I spoke about the power of above), mix and match bundles, welcome kit bundles, cross sell bundles, special offer upsell bundles, pure bundles, gift bundles, new product bundles (great for product launch campaigns), and inventory clearance bundles (getting rid of dead stock). The good news is that this isn’t a finite number of ideas. There are numerous ways you can incorporate product bundles into your overall strategy to increase sales.
This is a great question that I speak about with numerous store owners. Here are some of my favourites that I’ve seen work effectively time and time again. Firstly, personalised recommendations for cross-selling. If you use Shopify, there are some great apps to help you implement recommendations engines in product pages, collections pages, pop-ups, 1-click upsells, as well as ads targeting (i.e. Facebook Ads dynamic remarketing). Secondly, running campaigns for launching new products, old stock, as well as special promo gift bundles. These mainly speak for themselves. It’s a great way to get customers and visitors excited. You can increase the level of ‘FOMO’ and scarcity by adding limited-time and limited-stock copy, which helps with conversions. Thirdly, highlight on the specific product pages of how much customers save. Finally, have a ‘welcome pack’ (or whatever you prefer to call it) to have as an offer for brand new visitors and customers. This works really well from my experience. If you combine it with a great offer, whether it be a discount, time-limited offer, free sample attached (etc), then you’re onto a winning combination.
I have three personal recommendations of apps I often choose for stores I work with for bundles which are ‘Bundle Builder’, ‘Selleasy by Logbase’, and ‘Bundles upsell by Pickystory’. They all have a good amount of 5-star reviews and overall good user experiences. Each is cost-effective as well. If you go onto the Shopify store, you’ll see many other viable options worth exploring.
I’ve talked about it a few times now about why subscriptions can be a massive growth driver for brands, but what happens when you combine the power of subscription eCommerce and product bundling? Well, in short, it’s very effective for revenue growth and helps with your overall profit margins - it’s an optimal position to be in. On the one hand, subscriptions provide a predictable revenue stream, which is great for CLTV. Whereas selling product bundles, as we know and have spoken about, helps with improving overall AOV. So when you combine both, you get the best of both worlds, which is the dream for many store owners and brands to execute on. In terms of examples that I’ve spoken about, check out the likes of Joi, Larq, Happy Hour, and Duradry.
