Optimising Smart Bundles for higher AOV

Overview

Smart Bundles are designed to increase your average order value, but their impact depends on how they are used. Placement, product selection, behavioural timing and value framing all influence how shoppers respond to bundles.

This article explains how to optimise bundles for higher AOV, focusing on strategy rather than UI. It covers how to choose the right products, where to place bundles and how to align them with shopper behaviour to maximise conversions.

Choose products that naturally belong together

Bundles perform best when the products feel like a natural combination. Shoppers should immediately understand why the items are grouped.

Strong combinations include:

• essential accessories
• complementary items
• products with shared use cases
• items that complete a set
• upgrades or premium alternatives

Avoid combinations that feel forced or unrelated.

Use bundle types strategically

Different bundle types serve different goals. Choose the type that aligns with your AOV strategy.

Examples:

• Frequently Bought Together → low‑friction add‑ons
• Complete the Look → multi‑item sets
• Mix and Match → choice‑driven engagement
• Discount bundles → value‑driven incentives
• AI bundles → adaptive relevance
• Manual bundles → curated storytelling

Using the right type increases conversion and perceived value.

Place bundles where intent is strongest

Placement has a major impact on performance. Bundles should appear where shoppers are most likely to act.

High‑performing locations include:

• product pages (strongest intent)
• cart page (highest commitment)
• collection pages (category exploration)
• post‑purchase flows (add‑on opportunities)

Product pages are the most powerful because shoppers are already evaluating a specific item.

Use behavioural triggers to increase relevance

Smart Bundles adapt to behaviour, but your strategy should too. Consider how shoppers behave at each stage.

Examples:

• hesitation → reassurance or value‑focused bundles
• strong interest → relevance‑based bundles
• returning visitors → curated or premium bundles
• cart‑stage shoppers → small, frictionless add‑ons

Behaviour determines which bundle feels most natural.

Balance bundle size with friction

Larger bundles can increase AOV significantly, but they also require more commitment. Smaller bundles convert more easily.

Use larger bundles when:

• the products form a complete set
• the value proposition is strong
• the shopper is already highly engaged

Use smaller bundles when:

• you want quick add‑ons
• the shopper is early in the journey
• the products are optional accessories

The right size depends on your goal.

Use pricing to reinforce value

Pricing should make the bundle feel worthwhile without harming margins.

Effective approaches include:

• small percentage discounts
• fixed‑amount savings
• tiered incentives
• relevance‑based bundles with no discount

The key is clarity — shoppers should instantly understand the value.

Avoid overwhelming the shopper

Too many bundles can reduce effectiveness. Shoppers should see the right bundle, not every possible bundle.

To avoid fatigue:

• limit bundles per page
• avoid showing multiple bundles for the same product
• prioritise the highest‑value combination
• use behavioural signals to suppress irrelevant bundles

Less is often more.

Use manual bundles for campaigns and storytelling

Manual bundles are ideal for:

• seasonal promotions
• curated sets
• product launches
• themed collections
• brand‑led merchandising

These bundles reinforce your brand identity and create moments of delight.

Combine automation with curation

The strongest AOV strategies use both AI and manual bundles. AI bundles provide adaptive relevance at scale. Manual bundles provide curated, brand‑led combinations.

Together, they create a balanced, high‑performing bundle strategy.