The Power of Bundles: Sell More in Food & Drink eCommerce
If you run an online food and drink business, you'll know that getting customers to spend more per order is a key challenge. One of the most effective ways to do this? Product bundling.
For more insights on product bundles, tune in to Episode 14 of the Real eCommerce Podcast.
Bundling, where you sell multiple products together as a package, is a smart strategy that can help you:
- Increase average order value (AOV)
- Move slow-selling inventory
- Create a better shopping experience for customers
- Encourage repeat purchases
And it's not just a theory. Product bundling can boost revenues by up to 35% [1]. Research suggests that customers are more likely to buy bundles than individual items if they perceive them as a good deal [2].
Let's explore why bundling works so well, how you can use it effectively, and some real-world examples to help you implement it in your eCommerce store.
Why Bundling Works So Well
Here's a deeper dive into the psychology and strategy behind bundling.
1. Customers See More Value in Bundles
When people shop, they're not just looking for products. They're looking for solutions. A well-thought-out bundle removes the hassle of decision-making by offering a complete solution.
Example: A customer shopping for coffee might also need a mug, biscuits, or a milk frother. Instead of making them browse multiple pages, a "Morning Essentials Kit" gives them everything in one click.
Stat: Studies show that customers are 66% more likely to buy a product bundle if they feel it simplifies their shopping experience [3].
2. Bundles Increase Your Average Order Value (AOV)
The more items a customer buys, the more they spend. Bundling naturally pushes them to purchase multiple products instead of just one.
Example: Selling a bottle of wine for £15? Offer a "Wine & Cheese Night Set" with crackers and preserves for £25. The customer sees extra value and you increase your AOV [4].
Stat: Businesses using bundling strategies see a 10-15% increase in revenue [5].
3. You Can Move Slow-Moving Stock
Some products just don't sell as fast as others. Instead of discounting them heavily, pair them with a bestseller.
Example: If your organic jam isn't selling well but your artisan sourdough bread is a hit, create a "Sunday Brunch Pack" with both. Customers get a ready-made experience and you clear out inventory [6].
4. Bundles Encourage More Frequent Purchases
When customers enjoy a well-curated bundle, they remember the experience and are more likely to return. This is particularly true for subscription bundles, which encourage long-term loyalty.
Example: Monthly snack boxes, seasonal drink kits, or personalized coffee subscriptions give customers a reason to keep coming back [7].
Stat: Subscription-based bundles have a 60% higher retention rate compared to single-product purchases [8].
Types of Bundles That Work in Food & Drink eCommerce
Now that we know why bundling works, let's look at specific types of bundles that can drive sales.
1. Complementary Bundles (The "Better Together" Approach)
These bundles group products that naturally go together.
- Tea & Biscuits Bundle A selection of premium teas paired with handmade biscuits.
- Pasta Night Kit Fresh pasta, artisan sauce, parmesan, and herbs.
- Cocktail Essentials Gin, tonic, citrus garnish, and a cocktail recipe card.
Why it works: Customers don't have to think about what they need. You've done it for them [9].
2. Seasonal & Holiday Bundles (Capitalising on Trends)
Customers spend more around seasonal events. Create bundles tailored to occasions.
- Valentine's Indulgence Set Luxury chocolates, Prosecco, and strawberries.
- BBQ Party Pack Marinades, sauces, spice rubs, and BBQ utensils.
- Christmas Hot Chocolate Kit Cocoa, marshmallows, cinnamon sticks, and a festive mug.
Why it works: People are looking for themed experiences during key seasons. Help them find the perfect bundle [10].
3. Mix-and-Match Bundles (Let the Customer Decide)
Give customers the flexibility to create their own bundle while still increasing AOV.
- "Pick Any 3 Coffee Flavours for £20"
- "Choose Your Own Cheese & Crackers Set"
- "Create Your Own Snack Box" Let customers pick five snacks from a selection [11].
Why it works. People love customisation. It gives them control while increasing basket size [12].
How to Make Bundling Work for Your Store
Here's how you can successfully implement bundling in your food and drink eCommerce business.
1. Price Smartly
Customers should feel like they're getting a deal but you still need to make a profit. The best approach is to offer a small discount compared to buying items separately. For example, "Save 10% when you buy this bundle" [13].
2. Use Scarcity to Drive Urgency
Time-limited bundles. For example, "Available this weekend only!" creates a sense of urgency and encourages immediate purchases [14].
3. Make It Visually Appealing
Showcase bundles with high-quality images and descriptions that highlight the experience. For example, "Everything you need for the perfect Italian dinner night" [15].
4. Feature Bundles on Key Pages
Don't just hide them in a separate "Bundles" section. Feature them on:
- Your homepage
- Product pages (e.g. "Upgrade to this bundle for just £5 more")
- Checkout upsells (e.g. "Add this to your order for only £10")
Key Takeaways
Bundling isn't just a sales tactic. It's a win-win for you and your customers. It increases revenue, improves the shopping experience, and adds more value to every purchase.
If you're not offering bundles yet, now's the time to start. Experiment with different types, test pricing strategies, and watch your AOV grow.
Need help setting up effective bundles in your eCommerce store? We can help. Get in touch and let's build a strategy to increase your sales.
Sources:
ReConvert (1, 12)
Profit Whales (2)
Recharge (3, 11, 13)
Qualtrics (4, 10)
Webkul (5)
Oberlo (6)
Gelato (7)
Cogsy (8)
CXL (9)
Zuora (14)
Frizbit (15)
