Your marketing budget is stretched, your warehouse has stock that needs moving, and your boss wants results yesterday. If you work in DTC ecommerce, that will sound very familiar. Of course, the end goal is always increasing revenue generation. But you don't need to develop a single new product to unlock that ecommerce growth. You just need to get smarter about selling what you already have. You need product bundling.
What is product bundling?
Product bundling is simple; take multiple SKUs, package them together, and sell them as one unit. That's it.
But don't let the simplicity fool you. This tactic can boost your average order value, increase conversion rates, shift dead or slow stock from the warehouse, and give your marketing team fresh campaign fuel, all without touching your product development budget.
Examples of ecommerce bundling success
Schwartz, the global herbs and spices retailer, nailed this approach. They created festive bundles featuring roast potato seasoning, sprout flavouring, and gravy packets: everything you need to nail the Christmas dinner trimmings in one purchase.
Really smart, but here's the really genius bit: they paired bestsellers with slower-moving stock, meaning products that might have sat on shelves flew out as part of a cohesive, desirable bundle. All done with one click of the buy button.
Doritos created a Christmas bundle with an RRP that was around 900% higher than the cost of goods. It sold out completely.
Or take Fox & Vamp, a luxury, London-based haircare brand. After years developing their unique formula, they grouped three products into 'The Complete Kit', making it easy for customers to get everything they need in one click. The graft was done to develop the limited product range, so it made sense to repackage in a customer-centric way.
The psychology that makes bundles work
Bundles solve one of ecommerce's biggest problems: decision paralysis.
When customers shop, they’re often faced with complete overwhelm. They’re increasingly turning to AI to assist the discovery phase of their journey, but when they finally pick a brand they want the purchase journey to be as simple and seamless as possible. Removing any cognitive strain, and curating the perfect bundle, smooths the way to a speedy checkout.
When customers browse with someone else in mind (think birthdays, Mother’s Day, Father’s Day and Christmas), the sheer number of choices can be overwhelming. A well-curated bundle says ‘we've done the thinking for you’, and customers love that.
Even better? When positioned as a gift, bundles feel considered, complete, and ready to give. No assembly required.
The bottom line
Product bundling isn't revolutionary. It's practical, strategic, and immediately actionable.
You're not creating anything new. You're just being smarter about selling what already exists, and giving customers a better, more frictionless shopping experience in the process.
The warehouse stock you already have? The products sitting on your shelves? They're not a burden; they're an opportunity.
Want more insights?
This is just one tactic from our in-depth gifting guide, which covers everything from mystery boxes to personalisation. Read the full guide here to discover how brands are tapping into the £301 billion global gifting market.