Put this into practice
Run A/B tests and personalize your store without code. 14-day free trial, no credit card.
Start free trial →Articles about What Is Bundle? Definition & Guide
In-depth guides and case studies where this concept is put to work.
Run A/B tests and personalize your store without code. 14-day free trial, no credit card.
Start free trial →In-depth guides and case studies where this concept is put to work.
A bundle is a product offering that combines two or more individual items sold together as a single package, typically at a lower total price than buying each item separately. Bundles can be fixed (a pre-defined set of products marketed as a kit or routine) or dynamic (the customer selects items to combine for a discount). Common bundle types in D2C ecommerce include starter kits, skincare routines, supplement stacks, gifting sets, and "buy more, save more" quantity bundles.
Bundle Savings = (Sum of Individual Product Prices) – (Bundle Price) Bundle Discount % = (Bundle Savings ÷ Sum of Individual Product Prices) × 100
If a skincare trio costs ₹1,800 when bought individually but ₹1,499 as a bundle: Savings = ₹1,800 – ₹1,499 = ₹301 Discount = (301 ÷ 1800) × 100 = 16.7% off
Bundling increases average order value (AOV) by selling multiple products in a single transaction. Instead of a customer buying one item at ₹499, a well-designed bundle sells them three items for ₹1,299 — a ₹800 increase in revenue per transaction, with only one fulfillment operation. The per-unit shipping cost drops, the per-customer acquisition cost is amortized across more products, and the gross margin on the incremental items is typically higher.
Bundles also solve a discovery problem. Many customers of a skincare or supplement brand buy one product and never explore the rest of the range. A bundle introduces them to complementary products in a low-risk way ("it's already in the kit — let me try it"). Customers who use multiple products from the same brand have significantly higher repeat purchase rates and CLV than single-product buyers.
For Indian D2C brands, gifting bundles are a particularly high-value category. Diwali, Raksha Bandhan, birthdays, and anniversaries all create demand for curated, presentable gift sets — and customers are willing to pay a premium for the curation and packaging.
mCaffeine's "Complete Coffee Routine" bundle packages their coffee face wash, coffee scrub, and coffee body lotion together at ₹999 versus ₹1,397 if bought individually — a saving of ₹398 (28%). The bundle is marketed as a full morning routine, not just a discount. This framing is important: it sells the experience and outcome (a complete caffeine-powered routine), not just the price reduction. New customers who start with the bundle tend to have higher retention rates because they've been introduced to three touchpoints of the brand simultaneously.
Bundle pricing, composition, and page placement are all strong A/B test candidates. CustomFit.ai lets you test whether a "suggested bundle" shown on a product page (with the bundle price highlighted) increases AOV compared to a control showing only the single product, and which bundle composition produces the highest acceptance rate.
Run smarter A/B tests with CustomFit.ai — 14-day free trial, no credit card required.