Bundle: Definition, issues and explanations

A bundle is a commercial offer in which several products are grouped together and sold together at an advantageous price. This combination of products can be thematic, complementary or promotional, intended to offer added value to the buyer.

In the context of e-commerce, the bundle makes it possible to optimize catalog management by presenting several items under a single reference, thus facilitating promotion and cross-selling.

The bundle can take various forms, such as a pack of products, a lot, or even a grouped offer customized according to customer preferences.

The bundle is mainly used to increase customers' average basket by encouraging them to buy several products simultaneously. This technique also encourages the discovery of complementary or new products.

In e-commerce, it enables better value to be added to items that are often less sold, or to destock more efficiently. The bundle also offers a smoother user experience by simplifying the purchasing process.

Finally, a well-designed bundle helps to stand out from the competition by proposing attractive, personalized offers, which can improve customer loyalty.

Concretely, a bundle is set up by selecting several products to be grouped together in a single offer. The merchant defines an overall price that is often lower than the sum of the unit prices to encourage grouped purchases.

The configuration can be static, where the bundle is pre-defined and fixed, or dynamic, where the customer can customize his selection from a choice of products on offer.

On e-commerce platforms, the bundle is integrated into the catalog with its own product sheet and can include a detailed description, specific purchase conditions and dedicated promotions.

The bundle offers several notable advantages:

• Increased average basket and sales.
• Value less popular or in-stock products.
• Improved customer experience thanks to attractive offers.
• Stimulates cross-selling and loyalty.

However, there are also disadvantages to consider:

• Increased inventory management and logistics complexity.
• The risk of cannibalizing sales of individual products.
• May represent an additional marketing cost to design bundles well.

In the fashion sector, a bundle can be a set consisting of a T-shirt, pants and an accessory sold at a discounted price.

For electronic products, a bundle can group together a computer with its peripherals such as a mouse and headphones.

Another common example is cosmetics, where a bundle groups together several face or body care products, often customizable to the customer's needs.

• Shopify - Guide to bundle pricing
• Google Merchant Center - Documentation on bundles
• Linternaute - Bundle