You’re probably familiar with the concept of product bundles, which involve combining two or more complementary products into one package.
So, what’s different about frequently bought together bundles?
Simply put, it's creating a bundle showcasing similar or related products that customers have shown a strong interest in purchasing together (as per collected data on past purchases.)
For example, let’s take Amazon’s Frequently Bought Together bundle.
Amazon's Frequently Bought Together Bundle including an 11-Inch Tablet and Meko 3-in-1 Stylus Pen
Let’s say a customer wants to purchase a tablet, and he’s decided on the 11 Inch Android 14 Table. Then as he scrolls down the product page, he sees a recommended stylus pen.
Since the customer is already considering a $119 tablet purchase, the $9 stylus appears as a valuable complement.
This makes him more likely to buy both the products together as a bundle, than he would have done individually.
Thus, with this bundle, Amazon makes a $9 upsell per purchase.
How Can Frequently Bought Together Bundles Help Increase AOV?
Frequently Bought Together bundles are highly effective for boosting average order value (AOV), and here’s why:
Enhanced Shopping Experience: By offering complementary products, you reduce the customer’s time for decision-making, allowing them to buy more with just a click. This added convenience often translates to higher sales.
Increased Basket Size: Showing customers complementary products that pair well together encourages them to add multiple items to their cart, increasing the average number of products per order.
Higher Conversion Rate: When customers see product combinations that show what others have frequently bought together, they feel more confident in their choice. This reassurance often motivates them to complete the purchase, leading to higher conversion rates.
Improved Perceived Value: When customers see that bundles come with a discount or special pricing, they feel they’re getting better value for their money. This perceived value can drive higher purchase rates.
Encouragement of Impulse Purchases: When seeing complementary products that can be added with just a click, customers may have a “might as well buy” moment, and encourage purchases of products that they hadn’t initially thought of buying.
Product Upselling Strategies With Frequently Bought Together Bundles.
To optimize the effectiveness of your frequently bought together bundles:
Upsells: Offer complementary, higher-priced products or premium versions of the main product within the bundle. For example, if a customer is considering a basic digital camera, suggest a professional digital camera they may be interested in.
Cross-sells: Include complementary products that enhance the primary product. For example, if your customers are considering a particular smartphone, recommend a screen protector, and phone case in the bundle.
Time-limited Bundles: Create urgency by offering bundle deals for a limited time. This strategy encourages customers to act quickly and make a purchase decision.
Discounted Bundles: Provide financial incentives for purchasing bundles by offering a discount compared to buying items individually. For example, give a 10% discount on the total bundle price.
Combine Low Performance Products with Popular Products: Increase the visibility of less popular items by pairing them with bestsellers. This can help clear inventory while introducing customers to products they might not have discovered otherwise.
Bundle New Products with Existing Products: Introduce new items to customers by including them in a bundle with familiar products. This approach helps generate interest and encourages trial.
Customer Favorites as a Bundle: Showcase top-rated items as a bundle to drive interest and sales. Highlighting popular products can increase a customer’s confidence in purchasing.
How To Create Frequently Bought Together Bundles On Shopify
Good news: It’s pretty easy to do, and you don’t need any extra coding to create these Shopify bundles.
Here’s how you can create frequently bought together bundles in just five steps.
1. Install Fly
An easy way to create a frequently bought together bundle on Shopify is by using a bundle builder. This tool often provides a quick interface and advanced customization options to create bundles.
Fly is one of the best bundle builders available on the Shopify app store. You can easily download the app and create your own frequently bought together Shopify bundle.
PRO Tip: Fly is completely free to download and use.
The bundling app, ‘Fly’ on the Shopify app store
2. Select Bundle Upsell
After accessing the app, select the “Bundle Upsell” option to start creating your frequently bought together bundle.
The Bundle Upsell option in Fly
3. Customize Your Frequently Bought Together Bundle
Once you’ve selected this bundle, it’s time to customize your frequently bought together bundle.
Before you begin, keep the following consideration in mind:
Understand your previous customer purchase behavior thoroughly and select products for your frequently bought together bundle accordingly.
PRO Tip: Focus on factors such as complementarity, customer preferences, and seasonal trends when selecting the products.
Make sure your Shopify bundle is strategic, convenient, and visually appealing.
Begin by adding the bundle title, a tagline such as “Bundle these products and save 20%”, and a bundle image.
PRO Tip: Use clear, concise and compelling language.
Determine whether you want to use the vertical horizontal layout for the bundle.
Vertical layout: Better for longer product lists or mobile viewing.
Horizontal layout: Better for fewer items, shows products side-by-side.
The option to select vertical or horizontal bundle design in Fly
Select the various complementary products you want to add.
Add a clear, benefit-focused product description for each product if needed.
Select the variant you want to offer. It could be a swatch, drop down or label.
Swatch: Best for visual attributes like colors.
Drop down: Good for multiple options like sizes.
Label: Nice to explain product details.
The variants can be different for desktop and mobile.
The drop-down options created using Fly
The swatches option created using Fly
Offer a discount on the bundle or each product. It can be a percentage discount, fixed amount discount, or a fixed price bundle.
A product discount created using Fly
Determine where you want to showcase this bundle. It can be a product page or a specific collection page.
It’s recommended to add the show compared price on the bundle, as it can play into the anchor effect.
Compared bundle prices created using Fly
Pro Tip: The anchor effect in discounting occurs when a high-initial price (anchor) influences perception of the lower price, making it seem like a better deal than it is.
4. Launch Bundle
Once you’ve created your frequently bought together bundle, you can simply click ‘Save.’ Then, you can see the final bundle on your Shopify store.
Frequently Bought Together Bundle created using Fly
5. View Bundle Analytics
You can track bundle analytics such as Best Performing Bundles, Total Number of Bundle Orders, and Total Bundle Sales.
These metrics provide insights into bundle performance and help identify which frequently bought together bundles resonate most with your customers.
By analyzing data and using A/B testing, you can refine your marketing efforts, ultimately enhancing conversion and driving increased average order value (AOV).
Examples of Frequently Bought Together Shopify Bundles Created Using Fly
bechester’s Emma Hybrid mattress frequently bought together bundle with bedding accessories
This frequently bought together Shopify bundle from bechester helps provide customers with a complete sleep solution (a pillow, upholstered base, hybrid mattress and a mattress protector.)
When purchasing a mattress, customers would see these relevant upsells. As they’re complimentary sleeping items, customers are more likely to purchase them.
Also, this bundle comes at a discounted price of €499, making buying it more appealing to buyers.
PRO Tip: Charm pricing is a good way for giving discounts. People are going to associate €499 with €400 instead of €500, changing its perceived value to seem better.
My Urban Backyard’s frequently bought together Pet bundle featuring waterproof dog boots and a foldable water bottle
This frequently bought together Shopify bundle is the best for dog lovers.
When looking for a dog comfort shirt, dog boots paired with a travel water bottle can be the perfect add on. For dog owners who love outdoor adventure, this bundle may seem like the ideal deal.
Priced at $117, it provides good value for the complete set, especially given its practicality.
PRO Tip: Customize your frequently bought together bundle to align with your website branding.
My Urban Background effectively uses their brand colors and fonts to customize their bundle as per their website, enhancing their overall shopping experience.
Illicitum e-book series frequently bought together bundle
This frequently bought together Shopify bundle is designed for book lovers.
When searching for one of the Illicitum books, customers are recommended all three books in the frequently bought together bundle.
Those who may have not read the previous books would be compelled to buy all books to read them in chronological order, ensuring they don't miss any part of the story.
Simply put, the bundle capitalizes on readers’ natural desire to have access to the entire story.
As customers buy all books in one-go, this reduces cause for any potential purchasing friction and increases conversion.
Thus, this frequently bought together bundle is designed to increase average order value extensively.
PRO Tip: A frequently bought together bundle works particularly well for e-book series with dedicated fan bases, as it encourages them to purchase multiple books at once.
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