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How Product Bundle Pricing Can Boost Your Ecommerce Sales

Maciej Wilczyński
Managing Partner, Founder Valueships
August 8, 2023

Looking to skyrocket your ecommerce sales and attract more customers? Product bundle pricing might be the game-changer you've been searching for.

But what exactly is bundle pricing? And how it works? In this article, we'll answer these questions. On top of that, we will explore the advantages and disadvantages of bundle pricing strategies, meet three types of bundle pricing, as well as the best strategies that can boost your efforts.

So, let's give your ecommerce sales a shot of energy. ⚡

What Is Bundle Pricing?

Bundle pricing is a marketing strategy where multiple products or services are combined and sold as a package at a discounted price compared to buying them individually. It encourages customers to purchase more items together, providing added value and increasing overall sales. Ecommerce businesses use bundle pricing to:

  • boost revenue,
  • clear inventory,
  • and improve the customer buying experience.

Advantages Of Product Bundle Pricing

Product bundle pricing offers various advantages to ecommerce businesses and customers alike. For example:

Helps Provide More Value to Customers

Bundle pricing allows customers to enjoy a sense of added value, as they perceive the package as being worth more than the sum of its parts, and it's still cheaper. That's why this approach encourages customers to consider purchasing more items.

Helps in The Decision-Making Process

Also, pricing bundling simplifies the buying experience for customers by offering them pre-packaged combinations of products. This reduces the complexity of making individual purchase decisions for a stand-alone product and streamlines the shopping process.

Boosts Revenue & Average Sales

Moreover, when offering bundle items, companies can increase their revenue as people are enticed to spend more on several products at a lower price than on one item at a usual price. Additionally, this strategy helps improve the average sales per transaction, therefore, leading to better financial performance.

Improves the Overall Customer Experience

Bundle pricing caters to customers' preferences as well by offering a variety of personalized items in one package. This enhances the overall customer experience, makes client satisfaction higher, and potentially fosters customer loyalty. So, if you want to grab more brand advocates and loyal fans, this is the way to go.

Challenges of Product Bundle Pricing

However, despite the benefits, there are also disadvantages of bundle pricing and challenges that ecommerce businesses need to consider. While price bundling can increase customer spending, they must carefully evaluate their offerings to ensure the value of price bundling outweigh any potential downsides.

And yet, properly executed product bundles can be an effective pricing strategy that enhances satisfaction and drives revenue growth.

👎🏻 Customers May Prefer to Buy Separately

Some customers may prefer to purchase individually, especially if they do not need all the products included in the bundle. This could lead to reduced interest in the bundled offerings.

To address the challenge of customers preferring to buy separately, you can simply use different types of price bundling, like joint bundling. Providing customers with the option to purchase individual items at a slightly higher price than compared to the package can still cater to their specific needs.

❌ Customers May not Need All the Bundled Products

If customers find that a product bundle contains items they do not need, they may be discouraged from making the purchase. This challenge can impact the success of product bundling strategies.

Nevertheless, to mitigate this challenge, ecommerce businesses can offer customizable bundles. Allow customers to select the specific items they want within the bundle, and you will cater to individual preferences and ensure customers only pay for what they find valuable.

☹️ You Can Set the Wrong Price for Bundling

This also can be a problem. On the one hand, you need to offer attractive discounts to entice customers to purchase the bundle. On the other hand, you must ensure that the discounted price still allows for sufficient profit margins and covers the costs associated with each individual product in the bundle.

Striking this balance requires careful analysis of costs, market demand, and customer preferences to create appealing bundles while maintaining profitability. Further, these strategies may need to be adjusted over time based on market conditions and customer feedback to optimize the bundle's success.

But if you don't feel up to the task of setting the right price bundling, you can ask specialists for advice.

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Three Types of Price Bundling

We can point out 3 main types of bundle pricing: pure bundling, mixed bundling, and joint bundling. Here they are:

#1 Pure Bundling Strategy

Pure bundling offers customers an entire bundle of complementary products at a single price, making it the only available option for purchase. Thanks to combining items customers often buy together, it encourages them to buy more and save more. 

Pure bundling can also increase consumer surplus by providing more value for their purchases. Therefore, it leads to higher satisfaction.

#2 Mixed Price Bundling

On the other hand, with this pricing strategy, customers have the option to choose their own bundle by selecting multiple items from a list of bundled products. Mixed bundling allows them to personalize product recommendations based on their preferences. 

This strategy also provides valuable data, helping ecommerce businesses optimize pricing and boost product sales.

#3 Joint Bundling

And this bundle pricing technique involves offering products that are also available for a single purchase. It aims to increase sales, as potential customers can choose between buying the entire bundle or purchasing items separately.

Joint bundling enables brands to offer customers flexibility in their decisions, catering to both those who prefer a bundle because of a lower price and others who may want to purchase items separately.

Common Bundle Pricing Examples

Now, let's delve into bundle pricing examples in different ecommerce businesses to understand how they can benefit both them and customers alike.


Sephora has applied bundle pricing regarding its own-brand lip products. This encourages the purchase of three products for the price of two.



Speaking of fashion, in the case of Forever 21, we have a promotional set buy 2 and get 2 free. Here, too, we can decide for ourselves which items are included in the package.



Another example is Lego and toy bundles. For all those who purchase 2 Lego products, they get the third one for free.



Product bundles also work for books. If you buy three books, you get the fourth one free. This allows each customer to choose for themselves which books they want to get in the bundle.


Best Bundled Pricing Strategies

There are various bundle pricing strategies. In this article, we will show you 5 of the most interesting ones. Let's look at them.

#1 The bundle price can't be more than the sum of the individual prices

First, you should be sure that the total bundle price has a lower price than the sum of the individual prices of the products. Why it's crucial? Because this encourages customers to see the value in buying the bundle, as they can save money compared to purchasing items separately.

Thanks to this bundle pricing strategy, when offering a discounted price for the entire package, you will increase customer spending and create bundles that align with consumer interests. As a result, you will drive up perceived value and overall customer satisfaction.

#2 Allow shoppers to buy more and save more

Another leader bundling strategy is to encourage customers to buy more and save more through tiered pricing. Therefore, offer different price points based on the number of items included in the bundle, allowing customers to unlock greater discounts as they add more products.

This approach can also increase average order values, boost product sales, and improve pricing based on given data and preferences.

#3 Show how big the bundle price discount is

Transparency is also crucial in bundle pricing. For example, clearly display the discount percentage or the amount saved when purchasing the bundle compared to buying the products individually. This transparent approach fosters consumer trust and makes the deal more enticing.

Highlight the cost savings and demonstrate the value offered in the bundle, as then you could effectively influence the purchase decision and encourage more customers to choose the bundle over individual products.

#4 Combine items customers often buy

The next effective bundle pricing strategy is to combine items that are frequently purchased together or are complementary products. To do this, analyze customer data and purchase patterns to identify popular product combinations.

Price bundling makes customers more willing to make a purchase decision. This leads to time and effort savings while still increasing sales and profit margins. Additionally, this approach ensures cost savings in shipping, packaging, marketing costs, and inventory management.

#5 Personalize product recommendations for each customer

And, of course, bet on personalization. Price bundling as a powerful bundle pricing strategy involves offering personalized product bundles based on individual customer preferences and buying behavior. Therefore, utilize customer data and artificial intelligence to create unique bundles that align with each customer's needs and interests.

Personalized leader bundling:

👉🏻 increases client satisfaction,

👉🏻 encourages repeat purchases,

👉🏻 enhances the overall buying experience,

👉🏻 helps maximize customer value,

👉🏻 and improves customer loyalty.

This ultimately boosts customer lifetime value for your business.

Get Help From Valueships

If you find it challenging to implement effective product price bundling strategies, Valueships is here to provide expert assistance. With our comprehensive range of services in pricing consulting, we can help your ecommerce business set the best prices for bundled offerings.

As Valueships specializes in optimizing pricing strategies, our team of experts can conduct in-depth pricing analysis, taking into account factors like customer behavior, perceived value, and competitive landscape. And thanks to leveraging customer data and market insights, we can tailor pricing solutions that maximize revenue and profitability.

With Valueships as your trusted partner, you can overcome the challenges of bundle pricing and make the most of this pricing strategy. Our expertise in pricing methodologies will empower your business to make informed pricing decisions, achieve competitive advantage, and enhance the overall customer experience.

So, don't struggle with price bundling pricing on your own - let Valueships be your strategic pricing advisor and optimize your pricing strategies for sustainable business growth.

Choose Your Own Bundle Pricing Strategy

Now that you have discovered the potential of product bundle pricing, it is time to put this valuable strategy into action. Take advantage of custom bundling, increase customer satisfaction, and boost consumer interest with the right bundle pricing strategy.

Whether you choose pure bundling, mixed bundling, or joint one - Valueships will offer you advice. Visit our website to explore our case studies and take the first step towards building a successful pricing strategy that drives success.


What is bundle pricing?

Bundle pricing is a marketing strategy where businesses offer multiple products or services together as a package at a discounted price. It aims to increase the overall value for customers and boost sales by enticing them to purchase more items in one go.

What are price bundling examples?

Examples of product bundle pricing include Sephora, Forever 21, Lego, and Wob. In addition to bundled pricing for cosmetics, fashion, toys, and books, many other industries can use it.

Why is a price bundling strategy right for my business?

A price bundling strategy is right for your business because it can increase revenue, attract new customers, and enhance customer loyalty. When offering bundled packages at a lower price, you create a perception of added value, which can motivate customers to make larger purchases.

How do I decide which products to bundle?

To decide which products to bundle, conduct research to identify complementary items that are frequently purchased together. Then, analyze customer preferences and purchase patterns to understand their needs better. Also, select products that align with your strategy.

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Maciej Wilczyński
Managing Partner, Founder Valueships

Expert in B2B pricing, monetization and value-based selling strategies. Over the past year, he has completed over 40 consulting projects in Europe. Prior to founding Valueships, he worked at McKinsey & Company, mainly in the TelCo, software, and banking industries. He completed his doctorate in pricing in SaaS start-ups at the University of Economics in Wrocław, where he also lectures.

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Maciej Wilczyński
Managing Partner, Founder Valueships

Expert in B2B pricing, monetization and value-based selling strategies. Over the past year, he has completed over 40 consulting projects in Europe. Prior to founding Valueships, he worked at McKinsey & Company, mainly in the TelCo, software, and banking industries. He completed his doctorate in pricing in SaaS start-ups at the University of Economics in Wrocław, where he also lectures.