Do you think high sales numbers and huge purchase volumes happen by chance? Not at all! It’s all about clever marketing strategies – and the good news is, you can easily apply them in your own print-on-demand (POD) e-commerce store too.
Today, we’re diving into two of the easiest (and most effective) ways to grow your average order value (or AOV for short): bundles and upsells. These aren't just buzzwords – they’re practical tools that can turn browsers into buyers and small orders into bigger ones.
Are you ready to get more sales? Then let’s begin!
What are product bundles and upsells?
First, let’s distinguish what is what.
Product bundling is when you group two or more products and sell them together, often for a reduced price. For example, you have a T-shirt for $40 and a hoodie for $60, but you sell them together as a bundle for $90.
Upselling is when you encourage a customer to purchase a higher-priced item or add something extra to their order. For example, offering a framed option for canva design instead of unframed. Or if you suggest a matching item for the one they are purchasing.
Psychological triggers behind bundling and upselling – why does it work so well?
Customers often overestimate the value of bundles and underestimate the price of individual items, especially when presented with a compelling set of options. This psychological effect, known as the value perception gap, makes bundles and upsells feel like a smarter deal, even if the savings are small.
Why does product bundling lead to bigger AOV?
- Perceived Savings: “I’m getting more for less”
Bundles create a feeling of a better deal. Customers get two (not one!) great items for a reduced price compared to the original offer. The idea of saving money triggers a reward response in the customer’s brain, which makes them feel good about themselves.
For the seller, they get to sell two items (not one!) and for that they give the customer a little discount. The discount depends on the original pricing and can be very small or even non-existent.
- Convenience: “This saves me time and effort”
Customers nowadays often feel overwhelmed and confused by the array of product assortment. When you bundle things together, you guide customers to what goes well together, and you eliminate one or more decisions down the purchase line. People love to shop, and they feel relieved when you offer them already-made bundle options, especially at a reduced price.
To sum it up, when choosing bundles, customers feel:
- Satisfaction from savings
- Relief from reduced decision-making
- Confidence in buying something "designed to go together"
Why does upselling products lead to bigger AOV?
- Commitment and Consistency: “I’ve already said yes”
Once a customer has committed to making a purchase, they tend to have lower resistance to additional purchases, especially if the offer complements the original item. They are already in the buying mindset, which makes them think, “Why not add more while I am at it?”.
- Anchoring Effect: “This upgrade feels like a deal”
If you add a logical upgrade to the product that the customer is already buying for less money than they are spending, it feels like a great deal.
For example, if they are purchasing unframed canvas for $25, and in the checkout, you add a prompt “Upgrade to a framed canvas for just $10 – ready to hang, no extra tools needed”, they might just go for the framed version even if it wasn’t their first intention. After all, it is just $10 more, and they get a “better” product!
- Perceived Value: “This enhances what I already bought”
Customers are more likely to say yes to add-ons that enhance, complete, or protect their original purchase, especially when positioned as practical or premium. It makes the customer feel smart, not indulgent.
- Urgency or FOMO: “I don’t want to miss out”
Fear of missing out can drive impulsive upgrades – especially when there’s limited availability, a small discount, or a ticking clock. If a customer feels like the extra upgrade you offer is a one-time opportunity that will be gone once they make their final purchase, they might go for it just not to miss it. Of course, the upgrade or offer has to be relevant to the buyer!
Types of Bundles That Work for POD Stores
Customers are more likely to buy a bundle when it tells a story or evokes a mood – think "cozy winter nights," "cat lover starter pack," or "motivational Monday essentials." This emotional hook makes your bundle feel curated, not just grouped.
Pure bundles
In pure bundles, all items are only sold as part of the bundle and are not available separately. Pure bundles are perfect for exclusive gift sets or themed collections. They create a "you can only get this here" feeling, which is perfect for limited-edition or seasonal products.
Pure bundles create scarcity and exclusivity. They are ideal for holiday marketing and pre-made gift sets.
Mixed Bundles
In mixed bundles, products are available individually and as a bundle, often at a slight discount when bundled. Mixed bundles create increased perceived value, which helps tremendously with sales. They also give your customers the flexibility to purchase just one item (at a higher price) or opt for two items with a small discount.
Mixed bundles make the bundle feel like a bonus deal. Customers feel wise choosing a bundle option that results in a higher AOV..
BOGO or Add-On Bundles
BOGO stands for "Buy One, Get One." This type of bundle typically prompts customers to purchase additional items to qualify for a discount or a bundle price. For example, buy 2 t-shirts, get 3rd for free, or get a sticker set for $3 when buying a hoodie.
This type of bundle helps to boost buying volume and move slower inventory. It can also be used as a reward for loyal or repeat customers.
Build-Your-Own Bundle
Let the customer customize their own bundle from a curated list. It gives customers a personlized experience and the freedom to make their own “deal”. For example, choose 3 t-shirts from this selection for just $65!
This type of bundle is perfect for stores that offer a wide variety of similar SKUs.
Types of Upsells That Work for POD Stores
Upsells should feel relevant and helpful, not pushy. The key is to show the customer how a small upgrade makes their order better, more complete, or more personalized.
Product Upgrade Upsell
Offer a better or premium version of the product the customer is buying. For example, suggest getting a framed canvas (instead of unframed) or upgrade from standard to premium t-shirt material.
Use this upsell strategy if you have multiple variants of the same product in different price tiers. This works great during or right after the “Add to Cart” step.
Add-On Accessory Upsell
Suggest an accessory or companion item that enhances the product they’re buying. For example, for a canvas purchase, offer a leveling hanger kit or for a journal purchase, offer a matching pen or stickers.
This upsell works wonders if the accessory is low-cost and themed.
Design or Customization Upgrade
Offer to personalize the product or use a premium design version. This is a perfect upsell for POD products. For example, offer customers the opportunity to add their name, date, or any other personalization to their print for a small additional fee.
"Complete the Look" Upsell
Show complementary products that visually or thematically match the customer’s current pick. For example, if a customer has chosen a t-shirt with a specific print and you have other items with the same print, offer the customer the option to purchase a set.
Reorder or Repeat Purchase Upsell
Offer a discount for buying multiple items. For example, buy one mug, get the second at 20% off.
This type of upsell can also be effective after a purchase has been made, encouraging the customer to make a repeat purchase. For example, adding a voucher for 20% off to their next purchase.
How to Create Smart Bundles and Upsells That Actually Sell
Creating bundles that actually sell in a print-on-demand store requires more than just grouping random items together. The most effective bundles are strategic – they add value, solve a need, or create a lifestyle story that resonates with your ideal customer. This approach is at the core of a strong product bundling marketing strategy.
- Start with Your Bestsellers
Your top-selling items already have traction – use that to your advantage. Including a bestseller in the bundle makes it a desirable and reliable product for customers.
For example, you can pair your bestselling item with a less popular but still relevant product. That way, you get to promote another product that might become a bestseller.
- Pair products thematically
Pair together in a bundle (or upsell) products that serve the same goal or theme.
For example, the “Cozy night in” set could include a mug, a hoodie, and a candle. Alternatively, you can pair items that are often used together, such as a mug and a coaster. You can also bundle together items by their design theme, for example, Dark Academia or Boho.
Bonus tip! When selecting the next products to add to your assortment, consider how they would complement the existing products in your store. Think about how you can create an experience for your customers, rather than just selling items.
- Solve a Problem or Create an Experience
Create a bundle that serves a specific purpose. For example:
- Back-to-school set – t-shirt, inspirational poster, tote bag
- Work from home set up – a mug, wall art, stickers
- Themed gift sets for holidays, special occasions, etc.
- Stick to 2–4 Products per Bundle
Don’t overcomplicate your offer. The more understandable the bundle, the more likely your customer will buy it. So, keep it simple and pair in a bundle just a few relatable products!
The same goes for upsell. Add just one option for upgrading the item they are already purchasing; don’t give a variety of choices – it will just confuse the customer.
Bonus tip! Consider making your bundles an exclusive option by offering just a few bundles. You don’t have to offer every product you have in the store in the bundle deal! It makes the bundle more special, aka more desirable.
- Use your data to choose what items to bundle
Use your data to guide what to include in your bundles. Ask:
- What’s already selling well?
- What items are frequently bought together?
- Which designs or themes receive the most likes and saves?
For upsells, ask:
- What is a premium variation of the product?
- What items are frequently bought together?
Common Mistakes to Avoid When Creating Bundles and Upsells
To make your bundles and upsells really great and effective, here are 6 common mistakes to avoid when bundling products!
Mistake nr. 1: Bundling Unrelated Products Just to Clear Inventory
If products don’t make sense together – either visually, thematically, or functionally – shoppers get confused or lose trust. Bundles should tell a story or solve a need, not feel like a random mix.
Example of what NOT to bundle: dog-themed tote bundled with a floral mug and sci-fi poster. There is no common theme or logic to this bundle.
Mistake nr. 2: Too Many Choices at Once
Offering too many upsells or bundle variations can lead to decision fatigue. Customers get overwhelmed and leave instead of buying. Keep your offers simple and easy to understand!
Mistake nr. 3: Lack of Clear Value
If the bundle or upsell doesn’t feel like a good deal (even if it is), shoppers won’t bite. So, make sure you do some of the following:
- Showing the individual prices vs. bundle price
- Using phrases like “Save 15%,” “Limited set,” “Most popular combo”
- Offering free shipping or bonuses for bundle purchases
Mistake nr. 4: No Mockups or Visuals That Show the Set Together
People buy with their eyes – if they can’t see how the items work together, they won’t visualize the value. Always create a group mockup showing all the bundle items in one cohesive scene.
Mistake nr. 5: Overcomplicating the Upsell Offer
Too many conditions or confusing upsell logic, for example, “Buy this and that but only if the cart is over $57 and it’s Tuesday”) leads to friction. Upsells should feel like a helpful nudge, not a puzzle.
Mistake nr. 6: Offering Upsells Too Late in the Funnel
If the upsell comes after the checkout or in a post-purchase email, it may never get seen.
When to offer upsells:
- On product pages ("You might also like…")
- In cart ("Upgrade your order for just $X")
- On checkout pages
- Immediately post-purchase as a limited-time offer
Conclusion
Creating smart bundles and well-timed upsells isn’t just about increasing numbers – it’s about enhancing your customers’ shopping experience. When done right, this product bundling marketing strategy can help your store feel more personalized, thoughtful, and valuable. By understanding what your customers want, offering them relevant combinations, and guiding their choices with clear value, you’ll see not only bigger orders but also happier, more loyal shoppers.
Ready to take your store to the next level? Now’s the perfect time to start experimenting and watch your sales grow!
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