Bundle: Definition, challenges, and explanations

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

In the context of e-commerce, bundling optimizes catalog management by presenting several items under a single reference, thereby facilitating promotion and cross-selling.

Bundles can take various forms, such as product packs, sets, or even customized packages tailored to customer preferences.

Bundles are mainly used to increase the average customer basket size by encouraging customers to buy several products at once. This technique also promotes the discovery of complementary or new products.

In e-commerce, this makes it possible to better promote items that often sell less well or to clear stock more efficiently. Bundles also offer a smoother user experience by simplifying the purchasing process.

Finally, a well-designed bundle helps you stand out from the competition by offering attractive, personalized deals, which can improve customer loyalty.

In practical terms, a bundle is created by selecting several products to be grouped together in a single offer. The retailer sets an overall price that is often lower than the sum of the individual prices to encourage bulk purchases.

The configuration can be static, where the bundle is predefined and fixed, or dynamic, where the customer can customize their selection from a range of products on offer.

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

The bundle offers several notable advantages:

• Increase in average basket size and revenue.
• Promotion of less popular or stock products.
• Enhancing the customer experience through attractive offers.
• Stimulates cross-selling and customer loyalty.

However, there are also disadvantages to consider:

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

In the fashion industry, 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 may include a computer with peripherals such as a mouse and headphones.

Another common example is cosmetics, where a box set contains several face or body care products, often customizable according to the customer's needs.

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