Do Product Bundles Increase Average Order Value?
Why bundles often lift AOV, what the data and research say, and how to make sure your bundles actually move the needle.
“Do product bundles increase average order value?” and “why do product bundles increase AOV?” are two of the most common questions we see. The short answer is yes—when they’re designed and placed well. This guide explains why bundles tend to lift AOV, what types of bundles usually work best, and how to avoid the mistakes that leave money on the table.
Why Bundles Tend to Increase AOV
Average order value (AOV) is total revenue divided by number of orders. Bundles increase AOV when they encourage customers to add more items (or a higher-value set) in a single order. That happens for a few reasons:
One decision instead of many – A “Complete Kit” or “Starter Set” is a single choice. Customers don’t have to hunt for each item, compare options, or wonder if they’re “doing it right.” That reduces friction and makes a larger basket feel manageable.
Clear value – When you show “Save $15” or “20% off,” the extra spend feels justified. The discount frames the bundle as a deal, not an upsell.
Higher basket in one click – One bundle can add 2–3x the revenue of a single product. So even if not every visitor buys a bundle, those who do pull the overall AOV up.
Natural upsell – Bundles introduce complementary products (e.g. cleanser + moisturizer, camera + card + case) without feeling pushy. Customers who were going to buy one item often upgrade to the set when the value is obvious.
So in practice, well-designed bundles often do increase average order value. The “20–40%” or “30–50%” AOV lifts you see cited are typical ranges for stores that test and optimize; your results will depend on product, audience, and execution.
What Types of Product Bundles Actually Increase AOV?
Not every bundle is equal. These patterns tend to work:
Fixed bundles of complementary products – Items that make sense together (e.g. skincare routine, outfit, tech kit). The combo has a clear use case, so customers understand why they’re paying more.
Volume-based offers – “Buy 2, get 10% off” or “Buy 3 for $X.” Same product, higher quantity; simple to understand and easy to implement.
Tiered bundles – “Starter” vs “Complete” so customers can choose the level that fits. You capture both the “just need basics” and “want everything” segments.
Time-bound or seasonal bundles – Holiday sets, “Summer Essentials,” “Back to School.” The occasion gives a reason to buy the set and can create urgency.
What usually doesn’t work as well: random product pairings, bundles with a tiny or unclear discount, or bundles buried where nobody sees them.
How to Make Sure Your Bundles Actually Lift AOV
Relevant combos – Use data (frequently bought together, cart abandonment, category affinity) to build bundles that match how people already shop. Avoid forcing unrelated products into one set.
Visible discount – Show the savings in dollars or percent on the product page, in the cart, and in any promo copy. If the value isn’t obvious, conversion and AOV gains will be limited.
Placement – Put bundles where intent is high: product page (“Complete the set”), cart (“Frequently bought together”), post-purchase (“Add this set”). The right placement at the right moment matters more than having 20 different bundles.
Pricing and margin – A bundle that increases AOV but tanks margin isn’t a win. Always run the numbers (revenue, cost, profit, margin) before and after so you’re growing profit, not just top line.
What Can Go Wrong
- Unrelated products – Bundles that don’t make sense together confuse customers and don’t convert.
- Hidden or tiny discount – If the deal isn’t clear, people don’t feel the incentive to add more.
- Over-discounting – Too-deep discounts can increase AOV but hurt margin and train customers to wait for sales.
- Too many options – Dozens of bundles can overwhelm; a few hero bundles often outperform a crowded menu.
How to Measure Whether Bundles Increase Your AOV
Track:
- AOV – All orders vs orders that include a bundle (or vs same period last year).
- Bundle conversion rate – % of visitors or product-page viewers who add a bundle.
- Revenue per order – For bundle vs non-bundle orders.
- Margin – Profit per order and overall margin; ensure bundles aren’t eroding it.
Run tests: one product or category with bundles, one without (or before/after), and compare AOV and profit. That tells you whether your bundles are actually increasing average order value in a way that’s sustainable.
When you pair relevant bundles with clear value and good placement, product bundles are one of the most reliable levers to increase AOV. Start with a few high-intent combos, measure results, and scale what works.