Bundle types and when to use them
Understanding the strategic purpose of each bundle type and how they influence shopper behaviour
Overview
Smart Bundles support multiple bundle types, each designed for a different shopper intent and merchandising goal. Some bundles encourage shoppers to complete a set, others highlight essential add‑ons, and some are built to increase order size through flexible combinations.
This article explains the conceptual differences between bundle types, how they influence behaviour and when each type is most effective. It focuses on strategy rather than UI, helping you choose the right bundle type for your goals.
Frequently Bought Together bundles
Frequently Bought Together bundles are based on real purchase patterns. They group items that shoppers commonly buy together, making them one of the most intuitive and high‑converting bundle types.
Use this type when you want to:
- surface natural product pairings
- highlight essential add‑ons
- increase cart value without adding friction
- reinforce shopper confidence through social proof
These bundles feel familiar and trustworthy because they reflect real behaviour.
Use this type when products are commonly purchased together.
Complete the Look bundles
Complete the Look bundles focus on visual or functional combinations. They help shoppers build a full set, outfit or collection by suggesting items that complement the main product.
Use this type when you want to:
- encourage multi‑item purchases
- promote style‑based or theme‑based combinations
- increase AOV through curated sets
- guide shoppers who may not know what pairs well
These bundles work especially well for fashion, home decor and lifestyle products.
Use this type to help shoppers build a complete set or outfit.
Mix and Match bundles
Mix and Match bundles give shoppers flexibility. Instead of prescribing a fixed combination, they allow shoppers to choose from a set of related items. This increases engagement and gives shoppers a sense of control.
Use this type when you want to:
- offer variety within a category
- encourage shoppers to pick multiple items
- support personalisation or customisation
- promote collections with interchangeable products
These bundles are ideal for beauty, accessories, stationery, home goods and any category with multiple variations.
Use this type when shoppers benefit from choice and flexibility.
Discount bundles
Discount bundles use price incentives to encourage multi‑item purchases. They work by offering a clear value proposition, such as a percentage off when items are bought together.
Use this type when you want to:
- increase AOV through value‑driven incentives
- promote seasonal or campaign‑based offers
- clear inventory while maintaining perceived value
- reward shoppers for buying more
Discount bundles should be used strategically to avoid over‑discounting.
Use this type when you want to drive value‑based conversions.
AI‑Generated bundles
AI‑Generated bundles adapt automatically based on behaviour, product context and store‑level patterns. They are dynamic, self‑optimising and designed to maximise relevance.
Use this type when you want to:
- automate bundle creation
- ensure bundles adapt to shopper behaviour
- reduce manual merchandising work
- maintain relevance across large catalogues
AI bundles are ideal for stores with many products or fast‑changing inventory.
Use this type when you want bundles to adapt automatically.
Manual bundles
Manual bundles give you full control. You choose the products, structure and purpose. These bundles are fixed and do not change unless you update them.
Use this type when you want to:
- enforce strict merchandising rules
- promote specific combinations
- support campaign‑based bundles
- highlight curated sets or brand‑led pairings
Manual bundles are perfect for launches, seasonal campaigns and brand‑driven merchandising.
Use this type when you need full control over the bundle.
When to use dynamic vs fixed bundles
Dynamic bundles (AI‑generated, FBT, Complete the Look) adapt to behaviour and context. Fixed bundles (manual, discount‑based) remain consistent.
Choose dynamic bundles when:
- you want relevance at scale
- your catalogue changes often
- shopper behaviour varies widely
Choose fixed bundles when:
- you have a specific merchandising goal
- you want to promote a curated combination
- you are running a campaign or seasonal offer
Both types can coexist and complement each other.
Use dynamic bundles for relevance and fixed bundles for control.
How bundle types influence shopper psychology
Each bundle type taps into a different psychological trigger:
- Frequently Bought Together → social proof
- Complete the Look → visual completion
- Mix and Match → autonomy and choice
- Discount bundles → value perception
- AI bundles → relevance and timing
- Manual bundles → brand curation
Understanding these triggers helps you choose the right bundle type for your goals.
Each bundle type activates a different shopper motivation.
Choosing the right bundle type for your strategy
Your choice of bundle type should align with your AOV goals, product catalogue and shopper behaviour.
Examples:
- For accessories: Frequently Bought Together
- For fashion: Complete the Look
- For beauty: Mix and Match
- For seasonal promotions: Discount bundles
- For large catalogues: AI‑Generated bundles
- For curated collections: Manual bundles
The strongest stores use a mix of bundle types to support different journeys.
Choose bundle types based on your products and goals.
