Every ecommerce founder loves the idea of bundles. More value for customers, more margin for you, right? But the art of bundling goes way deeper than “add two, save ten.” The best bundles don’t just boost AOV: they guide customers through the chaos of choice, making buying decisions feel effortless.

Clare Spelta from Bon Maxie has been on that journey. Her approach to bundling isn’t about stacking products for dashboard glory, it’s about understanding how real people shop.

She used Shopify’s tools and real purchase data to create bundles that simply made sense. Not to push more stock, but to help customers get everything they already wanted, in one clean click.

The best bundles start with data, not discounts. Clare looks at what customers tend to buy next, then builds those patterns into bundles to save them a second checkout.

It’s a trick other ecommerce legends use too. Tom Hollings from Different Drop tracks live search terms like “Pinot” to create curated wine packs that match real-time intent. When someone’s in discovery mode, the bundle appears at just the right moment, not buried at the end of checkout.

And Keira Rumble from Krumbled Foods spotted customers mixing flavours of her hydration sachets in small, spontaneous orders. So she turned that behaviour into a built-in upsell. “Add another flavour for 5% off”. Simple, smart, and customer-led.

When analytics show natural pairings, lean in. Help customers do what they were already going to do; just faster and with a bit more value.

Freedom sells. People love customising their order, but up to a point. Too much freedom, and conversion tanks.

Clare constantly tests how many colour and product options new visitors can handle before they drop off. She’s not alone. The team at LVLY faced the same problem with their gift packs. Customers kept asking to unbundle preset options, so LVLY flipped it. Shoppers could now build their own gift combos, while LVLY quietly handled the logistics behind the scenes.

And Kira Macleod-Finke from The Body Shop took it further: offering “quick buy” bundles for last-minute shoppers and “build your own” options for those who want control. The secret isn’t enforcing choice; it’s guiding it. Customers should always feel like they’re in control, even when you’re leading the way.

Here’s the truth: customers don’t just buy bundles for discounts. They buy for value.

As Michael Gillespie from Domino’s once said, a little friction is fine if the customer believes they’re getting a better deal. That extra click to add garlic bread works because it feels worth it.

It’s the same for retailers. Tahlia Mandie from Kakadu Plum Co. pairs her hero product with a cookbook, turning a simple sale into a story. And Stacey Hollands from Lust Minerals builds influencer-led bundles that mirror what her ambassadors genuinely use. It feels curated, not commercial.

Clare does it too, with copy that highlights convenience over cost. “Save yourself from coming back later; here’s the bundle customers always buy next.” That’s perceived value: saving effort, not just dollars.

Bundling, done well, is one of the most powerful ways to show your customers that you get them. It’s not just a sales tool, it’s a service.

The magic happens when you bundle around intent, balance freedom with simplicity, and build value that feels earned. Because the best bundles aren’t really about price; they’re about making decisions easy.

In a world of endless choice, that’s what customers remember.

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