> ## Content Index > Fetch the complete content index at: https://conversion.club/llms.txt > Use this file to discover other available public pages before exploring further. # How Do You Build a Bundle That Raises Order Value Without Cutting Your Margin? - URL: https://conversion.club/playbook/how-do-you-build-a-bundle-that-raises-order-value-without-cutting-your-margin/ - Published: 2026-10-01T20:35:42.000Z - Updated: 2026-10-19T20:26:00.000Z - Description: Start with a product people already want and add what goes with it. Then check that the bundle's margin, in euros, beats the margin on the product sold alone. If it doesn't, you've built a discount, not a bundle. - Author: Jeremie Werner - Tags: Increase average order value, #playbook, Cart Start with a product people already want and add what goes with it. Then check that the bundle's margin, in euros, beats the margin on the product sold alone. If it doesn't, [you've built a discount, not a bundle](https://conversion.club/playbook/what-does-a-promotion-really-earn-you-margin-included/). --- ## The benchmark Do the math in euros per order. Take a product that sells for €60 before tax and leaves you €30 in margin, and an accessory that sells for €35 on its own. Bundled at €85, they leave you €38 in margin. The margin rate drops from 50% to 45%, but every order brings in €8 more, for a single package to prepare. These figures are made up: rerun the math with your own. ## The rule A bundle has to be easier to buy than its parts taken one by one: one click, one price, one photo that shows everything. But people have to see it. In a recent audit for an accessories brand the authors work with, the duos did exist in the catalog, as separate products, but shoppers only came across them in carousels, never on [the flagship product page](https://conversion.club/how-to-optimize-an-e-commerce-product-page-the-complete-audit/). The recommendation at the time was to add an "Buy together" block with a discount to that page, almost by reflex. In hindsight, placement mattered more than the discount: that page, at the moment shoppers hesitate, is where the bundle needed to appear. --- ## The steps 1. Real pairings. Look through your orders to see which products already ship together, and build the bundle around those pairs rather than around what you'd like to sell. 2. Margin in euros. [Calculate it including everything it costs to ship the order](https://conversion.club/playbook/how-do-you-calculate-the-contribution-margin-of-an-order/), then compare it with the margin on the main product sold alone. 3. Price display. In France, a bundle must show its price, its contents and the price of each product in it. [The rule](https://conversion.club/playbook/upsell-or-cross-sell-which-goes-where/) [on the thirty-day period that governs crossed-out prices](https://conversion.club/playbook/what-does-the-law-say-about-strikethrough-prices/) does not apply to bundle sales, according to the FAQ written by MEDEF in consultation with the DGCCRF, but the advertised benefit must be justifiable. So show the savings in euros, calculated from the prices you actually charge for each item on its own. 4. The name. Choose "gift set" or "duo," which read as a thoughtful gesture, over a "bundle at -20%," which suggests a clearance sale. 5. The technical setup, which you should choose with returns in mind, for the reasons below. 6. The line for leadership: > "Our bundle earns €X more in margin per order than the product alone, and here's what it costs us when a customer sends half of it back." --- ## The trap Slipping an unsold item into the bundle to clear stock gets noticed fast, and it makes the whole bundle less desirable. [Partial returns are a quieter problem](https://conversion.club/playbook/how-much-does-a-return-really-cost/), and your tool has often settled it before you did. Picture an offer advertised like this: the product at €60, and [the €35 accessory free](https://conversion.club/playbook/gift-sample-or-tiers-what-should-you-offer-to-fill-the-cart/). If you build it with the Shopify Bundles app, the price paid is split between the two items in proportion to their unit prices. The customer returns the product and keeps the accessory? The refund comes to around €37.90, because the accessory carries its share of the €60\. The customer read the word "free" and expects €60\. Build the same offer with a "Buy X, get Y" discount, and the discount lands on the accessory: the product is then refunded at full price, and the customer keeps the accessory without it costing them anything. Incidentally, this offer fails the benchmark test, since it leaves you €13 in margin versus €30 for the product alone. Choose between handling the complaint and the gift that left with no sale, then [write your choice into your return policy](https://conversion.club/fashion-e-commerce-return-rate-how-to-cut-it-without-killing-your-sales/) before launch, so your customer service team doesn't have to invent it over the phone. #### Sources - [Order of December 3, 1987 on consumer price information, article 7 (Légifrance)](https://www.legifrance.gouv.fr/loda/id/LEGITEXT000006057893/?ref=conversion.club) - [FAQ on the application of article L. 112-1-1 of the Consumer Code, MEDEF in consultation with the DGCCRF (May 2022)](https://www.medef.com/uploads/media/node/0019/100/14563-faq-annoncesreductionprix-medef-31052022.pdf?ref=conversion.club) - [Start building bundles, price allocation among components (Shopify.dev)](https://shopify.dev/docs/apps/build/product-merchandising/bundles/start-building?ref=conversion.club) - [Shopify Bundles (Shopify Help Center)](https://help.shopify.com/en/manual/products/bundles/shopify-bundles?ref=conversion.club) - [Buy X Get Y discounts (Shopify Help Center)](https://help.shopify.com/en/manual/discounts/discount-types/buy-x-get-y?ref=conversion.club)