Think back to the last time you bought a new phone. Chances are, you didn’t just get the device — you probably received a charger, earbuds, or a case. That’s bundle pricing in action. Done right, bundle pricing can be a powerful tool for boosting profit margins and outperforming competitors. It also increases consumer surplus by offering more value than purchasing items separately.
For example, one study tested a package deal of a keyboard and mouse originally priced at €41.98. When offered together for €34.98 — a 16.7% discounted price — customer interest spiked. Even small price cuts in bundles can make a big impact on purchase decisions.
In this complete guide, we’ll break down how bundle pricing works, explore its benefits, and share real-world examples. You’ll also learn how price bundling can help achieve your business goals, target different customers, and boost overall profitability. If planned effectively, it’s a powerful way to drive smarter buying decisions and grow sales.
What Is Bundle Pricing Strategy and How Does It Work?
Bundle pricing is a strategy where businesses sell a group of products or services together at a discounted price instead of selling each item separately. It’s a simple yet powerful way to encourage customers to buy more — and boost your revenue at the same time.
The key to implement this method is creating bundles that actually make sense for your customers. When the combined products meet a specific need or work well together (like a phone and case), customers see more value — and are more likely to make the purchase. Bundle strategy can also help move slow-selling inventory by pairing those items with more popular products.
See how bundles work:
With the right data, companies can take bundle pricing strategy a step further. By looking at customer behavior, preferences, or seasonal trends, you can create personalized bundles that truly resonate with different audience segments. This kind of targeted approach doesn’t just increase sales — it improves customer satisfaction by offering thoughtful, relevant options at a lower price.
Ultimately, bundle pricing works because it taps into what customers already want: convenience, savings, and value. It turns simple purchases into smarter ones — for both the buyer and the business.
Top Benefits of Product Bundle Pricing for eCommerce Growth
Bundling products or services is a smart strategy that solves many e-commerce challenges and brings value to businesses and their customers. It’s not just about discounts — it’s about creating a more appealing, convenient, and profitable shopping experience.
Why it works for businesses:
When you implement a bundle pricing strategy, you encourage customers to buy more by giving them added value — an entire bundle at a lower price. It’s a great way to get more control over your sales and improve your key e-commerce metrics, especially when bundling slower-moving items with popular products. Bundle pricing strategy helps reduce customer decision fatigue and clear out excess inventory while still delivering a positive experience.
Why it works for customers:
From the buyer’s side, bundle pricing means convenience and savings. Customers love getting multiple products or services in one go — whether it’s a complete skincare set or a matching phone accessory kit. This is a popular strategy that saves them time, money, and the hassle of searching for items separately.
Here are some key benefits of adding product bundle pricing to your business strategy:
- Introducing a new product. Bundle pricing strategy is a great way to get new products in front of customers. When people see a new item included in a value-packed bundle, they’re more likely to give it a try.
- Attracting new customer segments. A well-priced bundle can catch the attention of buyers who wouldn’t normally consider your store. It lowers the barrier to entry and creates a compelling reason to buy.
- Boosting revenue. When customers feel like they’re getting more for their money, they’re more inclined to complete the purchase. Bundle pricing is a simple way to increase your order value.
- Lowering marketing costs. Promoting one bundled offer is often more cost-effective than advertising multiple products separately. It also gives your campaign a clear, focused message.
- Offering a personalized feel. By offering additional products in the bundle, you can give customers a more personalized e-commerce experience — one that feels curated just for them.
- Clearing out excess stock. Got items that aren’t moving? Pair them with high-demand products in a bundle. Bundle pricing is a win-win: customers get a deal, and you make room in your inventory.
Types of Price Bundling: Pure vs. Mixed Bundling Explained
When it comes to bundle pricing, there are two main types to know: pure bundle pricing and mixed bundle pricing. Each works a little differently — and choosing the right one depends on how much flexibility you want to give your customers.
1. Pure bundle pricing
Under this bundle pricing strategy, products are only available as part of a bundle — the included items are not sold individually. This common type of bundling strategy gives businesses full control over the package, making it easier to manage and sell multiple products as a single, value-rich offer.
Pure bundling works especially well when the combination of items delivers more value together than they would separately.
Examples:
Streaming platforms like Netflix or Disney+ offer a fixed bundle of content. You can’t pick and choose individual shows—you get the full package for one price.
Software suites like Microsoft Office bundle Word, Excel, PowerPoint, and more into a single subscription.
A travel agency offering a vacation package with flights, hotel, and meals included at one price.
Within pure bundling, there are two common subtypes:
Subtype 1: Joint bundle pricing
This means offering two or more products together for one single price — all the items are only sold this way. It’s often used when the combination creates a more compelling offer and the right balance of value of cost, compared to selling each item separately.
Subtype 2: Leader bundle pricing
This version features a “hero” product — one item that grabs attention — paired with complementary products. The lead product acts as the main draw, while the bundled extras add more value to the offer.
2. Mixed bundle pricing
Mixed bundling gives customers more flexibility. They can buy each product individually or choose the full bundle for a better price. It’s a great way to appeal to a broader audience by offering both choice and value.
Examples:
Fast food meals: You can buy a burger, fries, or drink separately—or save money by ordering a value meal that includes all three.
Online retailers like Amazon offer “Frequently Bought Together” bundles with a small discount.
Beauty brands often let customers build their own skincare kits, offering a slight discount when several items are purchased together.
Create Bundles That Actually Sell: Follow These Proven Tips
A successful bundle pricing strategy is more than just grouping individual products together — it’s about creating offers your customers actually want to buy. The best bundles feel relevant, priced right, and offer real value. Here are some practical tips to help you build bundles that drive sales and increase customer satisfaction.
When implementing a bundle pricing strategy, it is important to keep several things in mind:
1. Make sure the bundle of products feels like a deal
This one’s key: the price of your bundle should be lower than the total price of buying the items individually. If it’s not, customers may quickly notice and skip the bundle. Everyone loves a good deal — and your bundle pricing should reflect that.
Whether you’re bundling different products, the combined price needs to offer clear savings. Especially if customers can also buy the items separately, the value of the bundle needs to stand out immediately.
2. Use “buy more, save more” to encourage bigger purchases
The “buy more, save more” strategy is a great way to increase your order value. Shoppers love knowing they’ll save more if they add just one more item to their cart. For example:
- Buy 2, get 10% off
- Buy 3 or more, get 20% off
This simple tactic encourages customers to spend a bit more and get other items as a bonus, turning your bundles into a smart shopping choice.
3. Keep pricing simple and transparent
Don’t make customers do the math. Your bundled pricing should be easy to understand at a glance. If customers have to calculate discounts or decipher complicated pricing rules, they’ll likely give up and move on. Keep it clear:
- Show the original total price
- Show the bundle price
- Highlight the savings
Clear pricing builds trust and helps customers feel confident that they’re getting a good deal.
4. Do your homework: analyze the competition
Bundle pricing doesn’t happen in a vacuum. Your competitors are likely using similar tactics, and if you’re not keeping an eye on them, you could miss opportunities — or lose customers. Take a look at what others in your space are offering:
- Are they bundling similar products?
- What kind of discounts are they giving?
- Is there something missing in their approach that you can do better?
Whether it’s a car wash combining services or a gym offering a membership package, understanding what your competitors are doing helps you position your own bundles more effectively.
When to Use Product Bundling for Your Business
Wondering if product bundle pricing is the right approach for your business? If you sell complementary products, want to appeal to different customer segments, or are looking for ways to increase perceived value — then the answer is likely yes. Bundling works especially well when:
- You have items that naturally go together (like a shirt, belt, and shoes).
- You want to encourage customers to buy more in a single transaction.
- You’re trying to increase the overall sales volume or average order value.
- You’re looking to offer better value without constantly slashing prices.
Create bundles for different customer groups
One of the biggest advantages of bundle pricing is its flexibility. By creating different bundles for different audiences, you can meet the specific needs of various customer segments. For example:
- New customers might be drawn to starter kits or basic packages.
- Loyal customers may appreciate premium bundles that include extras or add-ons.
- Price-sensitive buyers are likely to respond well to discounted multi-product deals.
When you align your bundles with customer behavior and preferences, you’re more likely to drive conversions and long-term satisfaction.
How Bundling Supports SaaS and Subscription-Based Businesses
Product bundle pricing is a natural fit for subscription services and SaaS companies. Often, software products rely on integrations, add-ons, or additional features to deliver full value. Instead of asking customers to buy each piece separately, bundle pricing brings everything together in one seamless package. For example, a SaaS company might offer:
- A core product bundled with analytics tools, a payment gateway, and revenue tracking features.
- Subscription tiers that bundle essential and advanced tools depending on customer needs.
- One monthly price for a package that simplifies purchasing and boosts perceived value.
This approach helps reduce friction in the sales process and ensures that customers get everything they need right from the start.
Use discounts strategically — not excessively
Discounts are a classic sales booster, but if you overuse them, they can eat into profits and hurt your brand’s perceived value. Bundle pricing offers a smart alternative.
Instead of discounting individual items, you can combine products and offer a reduced total price. This way, customers still get a deal — and you maintain healthier margins. Plus, you can use this strategy to give slower-moving items a push by pairing them with top-selling products.
Ready to Level Up? Use Bundle Pricing Strategy to Grow Your Revenue
Looking for a smart way to boost sales, move inventory, and attract new customers? Product bundling is a huge e-commerce trend that might be your answer.
By offering the combination of certain products at a lower price, you give customers more value — and more reasons to buy. Bundle pricing can encourage shoppers to try products they might not have considered on their own, increase average order value, and help clear out slower-moving stock. It’s also a great strategy for launching new products or offering enticing starter kits to first-time buyers.
Whether you’re in retail, eCommerce, SaaS, or services, bundle pricing is a flexible, results-driven approach that benefits both your business and your customers.
Ready to see what bundle pricing can do for your bottom line?
Let’s talk. Contact us today, and we’ll help you build a pricing strategy that drives growth and delivers real value.
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