Model bundle discount vs margin and breakeven attach rate.
Inputs
% of buyers who pick the bundle
Results
Bundle price
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Bundle margin
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Margin lift / order
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Monthly impact
Scenario
Single A Orders
Bundle Orders
Total Margin
Attach-rate sensitivity
Attach %
Avg Margin / Order
Monthly Margin
vs No Bundle
About this calculator
Bundles are one of the highest-leverage AOV plays in ecommerce — done right, they lift average order value 30-60% with minimal CAC impact. Done wrong, they erode margin and train customers to wait for the bundle discount instead of buying the lead product at full price.
The math has three moving parts. First, the bundle discount: how much off the combined-individual price are you offering? 15-20% is the sweet spot for most categories. Second, the attach rate: what percentage of buyers choose the bundle vs the lead product alone? Typical attach rates are 15-30%. Third, the margin profile of bundled products — high-margin products tolerate discount better than low-margin products.
The diagnostic this calculator produces is the average-margin-per-order lift. If your status-quo AOV produces $X contribution and the bundle produces $Y contribution at attach rate Z%, the weighted average across all orders should exceed $X. If it doesn\'t, the discount is too deep, the attach rate is too low, or the bundled product COGS is too high.
Most successful DTC brands run 2-3 bundles at any time, refreshed quarterly. Holiday gifting bundles, "essentials kit" bundles, "level up" bundles for power users. Pair this with the AOV Uplift Calculator and the Upsell Revenue Calculator for the full post-CAC revenue lever picture.
Frequently asked questions
What's a typical bundle discount?
10-25% off the bundled-vs-individual total. Below 10% rarely lifts attach rate (customers don't feel the deal). Above 30% erodes margin too much. The sweet spot is 15-20% — enough to feel like savings, not enough to crater unit economics.
How do I know if a bundle is worth offering?
Compare incremental contribution dollars vs status quo. If your normal AOV is $50 with $25 contribution and a bundle at $80 produces $35 contribution at 30% attach rate, the math is: 0.7 × $25 + 0.3 × $35 = $28 average contribution per order. That's a $3 lift — worth doing.
Should I bundle products with similar or different margins?
Mix margins strategically. High-margin products absorb the discount; low-margin products drive the bundle's perceived value. A 70%-margin SKU bundled with a 30%-margin SKU at 20% off averages out to acceptable bundle margin. Two low-margin SKUs in a bundle become unprofitable fast.
How do bundle attach rates compare to upsell take rates?
Bundles typically attach at 15-30% (when offered as the primary purchase option), upsells at 8-20% (offered as add-on after main product). Bundles work better when the customer hasn't committed to a single SKU yet; upsells work better post-decision.
Where should bundles be displayed?
PDP (product page): "Buy this with X for Y% off". Cart: "Complete the bundle for additional savings". Post-purchase: "Add this complementary product". Each placement has different attach-rate dynamics — PDPs convert highest-intent buyers, post-purchase has zero friction.