Oct 17, 2025 | 6 minute read
written by Elastic Path
Product bundling is one of the most effective ways to increase average order value, reduce complexity for buyers, and deliver more complete solutions. Whether you sell directly to consumers or to dealers and business customers, smart bundling strategies can help you sell more — and do it more efficiently.
This guide is designed for manufacturers, distributors, and enterprise commerce teams, but also includes examples from well-known consumer brands. Seeing how both B2C and B2B commerce companies approach bundling will give you a broader perspective on what works — and why.
We’ll cover:
Product bundling is the practice of offering two or more products together as a single package. Bundles may include related components, compatible accessories, or items tied to a specific use case. Pricing is sometimes discounted, but the core value often comes from convenience, compatibility, or operational simplicity.
In manufacturing and distribution, bundling helps simplify complex catalogs, reduce sourcing friction, and improve logistics. According to the Digital Commerce Landscape Report, 42% of manufacturers and 38% of wholesalers named increasing average order value as one of the top areas of investment to drive digital growth. In retail, bundling can drive impulse purchases and increase cart size.
Products are only sold together as a bundle.
Example: A pre-assembled electrical panel with all internal components installed.
Products can be purchased individually or as part of a bundle at a lower price.
Example: Shaving kits where razors and cream are sold together, but also available separately.
Add-ons are presented alongside a main product to increase value or usability.
Example: A printer shown with ink cartridges and paper.
Bundles are offered at different levels of functionality or pricing.
Example: Software plans with basic, advanced, and enterprise features.
All products are required to complete a task or build.
Example: Tractor with loader and tiller attachments sold together.
Physical goods bundled with related services such as installation or support.
Example: Industrial refrigeration system bundled with setup and maintenance contract.
These examples show how well-known retail and eCommerce brands use bundling to drive sales, improve user experience, and increase order size.
Bundle type: Functional bundling
Buyer Type
Ideal Bundle Format
Procurement managers
Volume kits with part numbers and tech specs
Technicians / Installers
Ready-to-use kits for fieldwork
OEMs / Integrators
Systems or kits aligned to product line needs
DTC customers
“Everything you need” starter packs
Product bundling can be a powerful lever for increasing revenue, simplifying procurement, and improving the overall buying experience — especially when it's aligned with how your customers actually shop or spec products.
Whether you're selling complex systems, spare parts, accessories, or project kits, the key is building bundles that are operationally sound, margin-aware, and flexible enough to adapt to changing buyer needs.
If you're looking to streamline how you manage product bundles across multiple channels, catalogs, or customer types, Elastic Path Product Experience Manager can help.
Elastic Path Product Experience Manager gives you the tools to create and manage product bundles without rigid templates or costly replatforming. Whether you're offering fixed kits, dynamic product combinations, or curated solutions by buyer type, it helps you:
Product bundling is when two or more products are sold together as one offer. It simplifies purchasing, increases order size, and can help clear inventory or drive adoption.
No. Bundles can add value through convenience or compatibility. Discounting should be strategic and margin-aware.
Start with frequently co-purchased items or parts required for a specific task. Use sales data and customer feedback to guide bundle creation.
Fixed bundles have predefined contents and pricing. Dynamic bundles are built in real time based on customer input or system logic.
Yes, if not planned carefully. Over-discounting or bundling incompatible products can lead to margin loss, fulfillment complexity, or customer confusion.