How to Create a Shopify Build Your Own Bundle Strategy [2025]

“The customer is king.”

No matter how cliché it may sound, the fact is — it’s been said over and over again because it’s a reality. And now, with the rise of eCommerce and plenty of options on a fingertip, customers have become even more powerful.

Offering a product bundle with an attractive discount is a good strategy, but giving customers the freedom to choose what they want in the bundle — that’s where the delight factor is.

So, in this blog post, we’ll help you with a step-by-step guide on how to create a “Shopify build your own bundle” strategy, its benefits, and the best Shopify apps with the build-your-own bundle feature.

Let’s get started!

What is a Shopify Build Your Own Bundle Strategy?

Shopify build-your-own bundle (BYOB) is one of the product bundling strategies where customers are allowed to combine multiple products of their choice within a bundle deal — typically offered with an attractive discount.

The products made available to create such a bundle could be from a specific collection(s) or simply ALL products from the entire store.

Now, the bundle discount strategy could be different depending on the business type and profit margins. The goal is to entice customers to purchase in bulk quantity with an appealing discount offer and flexibility in product selection.

The BYOB strategy can also be referred to as a “mix and match bundle” or “customizable bundle” offer. Ultimately, the core idea is the same — to let customers choose what goes in the bundle instead of offering a pre-built or fixed bundle.

Félix & Norton — a brand known for its delicious gourmet cookies — is a great example of a Shopify-powered brand that offers “Build Your Box of Freshly-Baked Cookies”.

How to Create a Shopify “Build Your Own Bundle” (BYOB) or “Mix & Match Bundle” Strategy

Here’s the step-by-step guide to creating the build-your-own bundle strategy for your Shopify store:

Step 1: Research and Analyze Your Data

Before implementing the BYOB strategy, you should research and analyze your existing/historical data. It will help you make a more informed decision that can drive the desired results.

Check data of your past orders and identify customer behavior and patterns. Observe how your customers have been purchasing from your store.

Are customers frequently buying specific items together? — If yes, you may want to create a fixed bundle with frequently bought together items.

Are customers buying a variety of items together or in separate transactions? — Create a “Build Your Own Bundle” offer and let them mix and match items as they wish.

If you don’t have enough data available to make a sound decision, you can even conduct customer research and surveys to collect insights from your target customers.

Step 2: Finalize Your Discount Strategy

One of the key factors in attracting customers to buy a bundle offer is the discount. 

You need to come up with an exciting offer. However, at the same time, you don’t want to end up giving away too much of a discount and reduce your profits substantially.

First off, you must’ve considered all the important factors in your pricing strategy and make sure you have a healthy margin to create an enticing discount offer.

Also, there are multiple ways to offer discounts. However, you’ll need to see what options are available in your product bundling app — which we’ll see in the next steps.

Step 3: Research and Choose Your Product Bundling App

When you’re selling through Shopify, one of the best things is that you’ll have plenty of great apps to enhance the functionalities of your store. But that’s where a task is added to research and choose the best app for your specific requirements (it’s a nice problem to have though).

Go to the Shopify App Store and search product bundling, you’ll find many apps. You can even compare different apps within the store. Choose the one that best fits your requirements, tech stack, and budget.

For this tutorial, we’ll go with the “FoxSell Bundles Plus” app. The app has an impressive overall rating of 5.0 out of 5 stars from 38 reviews. It also has the “Built for Shopify” badge which indicates that the app meets Shopify’s highest quality standards related to speed, ease of use, and value for merchants.

Adi Vijai — the co-founder of the FoxSell Bundles Plus app — says their aim is to deliver an awesome experience for both merchants as well as their customers:

While creating the Build Your Own Bundle offer, it can get very complicated. At @foxsellapp we try to make it as easy as possible for a merchant to build their bundles!

I think creating an awesome experience for both merchants and their customers is very important. 💯

To make… pic.twitter.com/xnu5z9nXqh

— Adi Vijai 🦊 (@adhithya_vijai) December 23, 2023

Step 4: Install and Set Up the App

So, let’s begin the installation and setup process and you can see how things work with the FoxSell Bundles Plus app.

Click on the Install button and proceed with the installation. 

Review access permissions and click on the Install button again. As soon as the app is installed, it’ll give you a quick confirmation of the eligibility. Click “Next: Choose your plan” to move forward.

Choose your plan based on your estimated bundle sales.

Step 5: Create Your BYOB Offer

Now, you’re ready to create and publish your BYOB offer. Click “Create a new Bundle” to start building your first bundle offer.

You’ll see three different product bundling features:

1. Fixed Bundle

2. Mix & Match (i.e., Build Your Own Bundle)

3. Volume Bundle

One of the great things about the FoxSell app is that it keeps guiding you with visual elements. As you can see, once you click on the bundle features, it shows how those bundles work.

We’re going with the Mix & Match bundle.

Once you open the Mix & Match bundle page, you’ll see the Checklist on the top right.

Now, it’s totally up to you as to how you want to create the bundle package depending on your strategy. Fill in the “Bundle Information” and “Quantity as an option” sections.

The most critical section here is the Pricing section. There are two options:

• Fixed Price: Offer a bundle of a certain quantity for a fixed price. This option can work if you have products in a similar price range.

• Dynamic Price: With this option, you can set a certain percentage discount for each item based on their individual prices. This is an ideal option when you’re offering products with different price ranges.

We’ll go with the dynamic pricing option and set up a 20% discount.

Now, scroll down and you’ll see two sections:

• Add Category: In this field, you can choose which products you’d like to cover in the “Build Your Own Bundle” deal.

• Select Add Ons: In this field, you can cover more products that customers can add on top of the main bundle. So, this is basically your chance to increase your average order value (AOV) through cross-selling.

When selecting products in the “Add Category” section, you can even exclude a certain variant if needed.

The same applies when you’re selecting the add-ons. Once you’ve selected all the add-ons, you can go to the “Add On Settings” and fix the minimum and maximum quantity counts.

Once you’re done with everything, the Checklist will show all the list items ticked. Just click Save to move forward.

Now, you need to go through just a few more steps. But don’t worry, the FoxSell app flow will guide you with what needs to be done next.

Basically, now we need to add a new product page template in the current Shopify theme for the bundle offer page.

Following the instructions, we’ll go to the Shopify admin and click on Sales channels > Online Store > Themes. Then, click the Customize button next to the three dots in the current theme section.

In Shopify’s theme editor, click on the drop-down next to the Home page at the top center. Select Products, and click “Create template” at the bottom. Name the template for reference. We’ve inserted “BYOB” in the name field. And then, click the “Create template” button.

Once you’ve created the new template, add the “Mix and Match Add Ons” as a new section. You can hide the other default page template fields. For example, we’ve hidden all the sections except the title.

Now, go to the product page we created for the bundle offer. In the “Theme template” section, select the template you just created in the theme editor.

Next, go to the Publishing section, click the three dots, and click “Manage sales channels”. Select Online Store and click Done.

By the way, you may also want to fill in the bundle information if you’d like to display any instructions or anything else. Again, it’s totally up to you. 

Lastly, switch the product status from Draft to Active — and the “Build Your Own Bundle” offer will be live on your online store.

Once you’ve published the offer, preview it on your store to see how it appears to customers. The below preview is from the demo store just for your reference but you can make it look great with your branding elements. You get the idea, right?

Pro tip: When implementing a new feature on your store, you should test it to ensure your order flow works properly. You can place a test order or two to confirm everything’s working as expected.

Step 6: Promote Your BYOB Offer

Creating your build-your-own bundle offer is one thing — and promoting it is another. 

Just like when you build your store, you need to promote it in the market; the same way, you need to promote your BYOB offer. Here are some of the great ways to market or advertise your offer:

• Paid ads: Paid ads on platforms such as Meta or Google can help you get some quick traction.

• Email marketing: Send promotional emails to all your email subscribers with your bundle offer deal.

• Social media marketing: Post the offer details on your social media platforms.

• Content marketing: Write a blog post on a relevant topic where you can plug in the bundle promotion.

You can combine your BYOB strategy with other sales promotion strategies like a flash sale or early-bird discount. It can help you attract potential customers quickly. 

The flash sales (e.g., 48-hour sales promotion) strategy creates a sense of urgency whereas the early-bird discount creates a sense of exclusivity and FOMO (fear of missing out).

Learn more: 20+ Best Sales Promotion Examples & Ideas

Pro tip: Showcase your build-your-own bundle offer with a great landing page. Use GemPages — one of the most loved Shopify page builder apps — to highlight the bundle benefits with stunning design and visual elements. Also, you can add CRO-focused elements such as a countdown timer, customer testimonials, FAQ sections, and much more.

GemPages has an excellent rating of 4.8 out of 5 stars with 4,950 reviews (and counting). It’s trusted by thousands of merchants worldwide including many popular Shopify stores.

Step 7: Monitor and Analyze the Performance

As you run the BYOB sales promotions, you should regularly monitor and analyze the campaign's performance. See whether it’s bringing a positive/upward trend in your sales and revenue.

You may also collect customer feedback and see if there are any areas of improvement. You can conduct a post-purchase survey to seek feedback from the customers who bought the bundle offers.

Learn more: Post-Purchase Surveys: Guide, Examples, and Questions

Additional Step: A/B Test Your BYOB Discount Strategy

Although this is a secondary step, it’s a great way to add an extra layer of idea validation, and thus, a crucial one. The primary goal here is to identify the ideal discount strategy.

You can perform an A/B test to compare and measure the performance of different discount offers. For example, create two different landing pages with different BYOB offers and see which offer gets a higher conversion rate.

How to do A/B testing for your BYOB discount offer?

Well, we have the solution — check out “GemX: CRO & A/B Testing” — our new Shopify app for performing A/B testing and implementing conversion rate optimization (CRO). GemX can help you test different discount offers for your BYOB strategy and finalize the best offer.

You can perform multiple tests or experiments to optimize your bundle offer. That way, you can find the sweet spot in your discount offer that can not only increase your conversion rate but also maximize your profits.

Benefits of Creating a “Build Your Own Bundle” Offer

Creating a build-your-own bundle offer can help your business in multiple ways. But it’s not just about the benefit to your business, it could also be helpful to your customers.

Here are the benefits of the build-your-own bundle strategy:

• Increase Your Average Order Value:

Since customers are encouraged to purchase multiple products together, it helps increase your average order value (AOV). For example, instead of buying one item for $35, the customer may end up purchasing 3 items worth $100.

• Increase Your Conversion Rate:

With an attractive discount offer and flexibility in product selection, customers can be encouraged to buy from your brand. Thus, when you highlight the benefits of this bundle offer, it helps increase your conversion rate.

• Boost Your Profit:

This is the combined impact of the above two benefits. When you increase your conversion rate with a higher AOV, it subsequently increases your profit. A higher conversion rate reduces the customer acquisition cost — and a higher AOV increases the overall revenue.

• Implement Cost-Effective Marketing

When you’re marketing your products individually, you incur costs for each product. But when you offer a bundle deal, you can market or advertise several products together, as a single unit. This way, you can make more out of a smaller marketing budget.

• Enhance the Customer Experience:

When customers are given a choice to select their favorite products as a part of the bundle deal, it can turn out to be a delightful factor for them. As a result, their shopping experience will become more satisfactory.

• Make Shipment and Handling Easier

If you’re managing order fulfillment and shipping on your own, product bundling can help you optimize the entire process. Meaning, you’ll need less number of boxes and ship more products together. This also reduces the shipping cost and customers will have to pay less shipping fees — again, leading to better customer satisfaction.

Here are some insights shared by the FoxSell Bundles Plus team explaining how brands can leverage product bundling with upselling and cross-selling:

“In our observations, due to rising marketing costs like CTC (Cost Per Click), it's a huge burden on SMEs (Small & Medium Enterprises) which might not bring sufficient ROI. A part of this problem can be addressed by simple solutions like upselling and cross-selling products with a product bundling app, which can help boost sales and increase AOV with minimal effort, making it an attractive and effective strategy for SMEs to adopt.”

Build Your Own Bundle Shopify Apps

We have already reviewed and tested FoxSell Bundles Plus; however, if you’d like to check out more apps, here are some of the apps we’ve shortlisted based on the ratings and reviews:

1. Bundler ‑ Product Bundles

Bundler ‑ Product Bundles is one of the highly rated product bundling apps.

Shopify App Store Reviews: 4.9 Out of 5 Stars (1,935 Reviews)

Key Features:

• Mix & match bundles: Allow customers to create their own bundles.

• Upsell bundles: Create and promote product bundles as an upsell.

• Different bundle offers: Create various types of offers including classic bundles, quantity breaks, etc.

• Discount types: Offer percentage or fixed amount discount as per your strategy.

• Conversion features: Use bundle landing pages, shortcodes, and cross-selling opportunities.

• Subscription compatibility: Combine product bundling with the subscription strategy.

Pricing:

Offers a free plan with unlimited bundles.

2. Unlimited Bundles & Discounts

Unlimited Bundles & Discounts can also help you set up product bundling offers with various discount options.

Shopify App Store Reviews: 4.8 Out of 5 Stars (2,362 Reviews)

Key Features:

• Automatic and combinable discounts: Let customers apply different discounts automatically.

• Bundle types: Create various types of bundle offers including mix-and-match bundles, volume discounts, BOGO (buy one, get one), etc.

• Live editor & preview: Customize your product bundle offer in a live visual editor with real-time preview.

Pricing:

Offer a free plan for one bundle only.

3. Fast Bundle: Product Bundles

Fast Bundle: Product Bundles app helps you set up mix-and-match bundles along with some other features such as “free gifts” and AI-powered “frequently bought together”.

Shopify App Store Reviews: 4.9 Out of 5 Stars (1,613 Reviews)

Key Features:

• Bundle types: Allow customers to build their own bundle or use a native bundle builder to create bundles of your choice.

• Volume discount: Offer volume discount to encourage customers to buy more for higher discounts.

• Bundles with subscriptions: Create bundle offers that support the subscription model to generate recurring revenue.

• Multiple languages and currencies: Localize the shopping experience for global customers with multiple local languages and currencies.

Pricing:

Offers a free plan for up to $500 in monthly bundle sales.

Final Thoughts on Build Your Own Bundle Strategy

The build-your-own bundle strategy is a great way to increase your AOV and enhance the customer experience.

But keep in mind — it’s not just about creating this feature on your store. It’s also about how you present it to your customers. Make sure your landing page design and copy convey the benefits in a compelling way to your customers.

To learn more about eCommerce marketing strategies and best practices, check out more resources on the GemPages Blog. Join the GemPages Facebook community to network and learn from like-minded entrepreneurs and experts.

FAQs About Build Your Own Bundle Strategy