Bundles and grouped offers: raising average order value without cutting prices
Unlike a classic discount, a well-built bundle increases the volume sold without eroding your gross margin.
- Bundle products that already sell well, never dead stock you want to clear
- A 10 to 20% discount is enough to create a real perception of value
- 3 to 5 well-designed bundles beat a confusing multitude
Why a bundle beats a discount
A bundle combines several products at a price below the sum of the unit prices, but above the combined cost: the customer perceives a saving while you increase the volume sold and the consolidated margin.
Unlike a discount that directly erodes margin, a bundle answers a need for a complete solution and builds more loyalty: a customer who bought several products together comes back more often.
Identifying the right combinations
Analyze your sales data from the last 6 to 12 months to spot products bought together, then verify the logical complementarity from the customer's point of view, not just from the stock you want to clear.
Avoid mixing a very high-margin product with a very low-margin one: aim for a mix where at least two thirds of the bundle carries a decent margin.
Calculating a price that preserves margin
Add up the unit prices, apply a 10 to 20% discount, then verify that the consolidated gross margin stays close to that of your products sold separately.
Test your bundle over 4 weeks, measure actual sales, then adjust the price up or down based on the observed conversion rate.
Presenting and maintaining your bundles
Create a dedicated product page that emphasizes the overall benefit rather than the arithmetic of the discount, and give the bundle visibility (badge, category page, checkout suggestion).
Limit yourself to 3 to 5 main bundles at first, track the average basket they generate, and refine by season or customer segment rather than locking everything in at launch.
Designing and setting up your grouped offers is part of our e-commerce support.