How Custom Bundles Increase Conversions on Shopify

Customers today don’t just want to buy they want to build. They want to customise, personalise, and make their purchases feel their own. That’s where custom product bundles come into play.

From skincare sets to baby hampers to DIY coffee kits bundles give merchants a way to increase order value, tell a richer brand story, and simplify decision-making for customers. In 2026, bundles are no longer a “nice-to-have”, they’re a core personalisation and retention mechanic for Shopify Plus brands.

At WIRO, we’ve seen Shopify stores increase conversion rates by up to 30% after introducing smart bundle logic. For brands looking to elevate their UX and average order value (AOV), custom bundles are one of the most effective strategies available on Shopify Plus.

What Is a Shopify Bundle Builder?

A Shopify Bundle Builder is a custom feature that allows customers to mix and match products into a single, personalised purchase. Think of it as “Build Your Own Box” where shoppers can choose a set of products that suit their preferences, needs, or gift goals.

There are two main types of bundle setups:

• Static bundles: Pre-set product groups sold together at a fixed price.
• Dynamic or custom bundles: Customers create their own combinations, with real-time pricing and inventory logic.

Shopify’s own Shopify Bundles app offers a basic version of this functionality, but it’s limited in flexibility and design. For brands on Shopify Plus, a custom bundle builder opens up endless possibilities from tiered pricing to conditional logic and integrated subscription flows.

At WIRO, we build bundle experiences that go beyond templates creating fully custom solutions that align with a brand’s visual identity, business logic, and UX standards.

Why Custom Shopify Bundles Increase Conversions and AOV

1. Higher Average Order Value (AOV)

Bundles naturally encourage customers to add more to their cart. When presented well, they turn consideration into commitment.

2. Improved Customer Experience

Bundling reduces friction. Instead of browsing through dozens of individual products, shoppers can select everything they need in one flow whether that’s a complete skincare routine or a newborn essentials set.

3. Better Inventory Flow

Bundles help move slower-selling products by pairing them with popular SKUs. Smart merchandising logic ensures healthy inventory rotation without manual intervention.

4. Stronger Brand Storytelling

Curated or user-generated bundles communicate a lifestyle not just a product list. It’s a way for brands to reinforce their values, seasonality, and aesthetic.

5. Increased Conversion Rates

Fewer steps, more perceived value. Bundles minimise decision fatigue and encourage faster checkouts.

How to Build a Shopify Bundle Builder That Converts

Creating a bundle feature is easy creating one that converts is an art. Here’s how to do it right:

1. Define Your Goal

Is the bundle meant to increase order size, drive gift sales, or introduce new products?

Your goal determines the UX and pricing logic you’ll need.

2. Design for Simplicity

Bundle experiences work best when the process is visual, intuitive, and mobile-friendly.

Use progress indicators, clear product imagery, and smart defaults. Accessibility matters too ensure it’s navigable for all users.

3. Use Smart Pricing Logic

Dynamic pricing, volume discounts, or tiered incentives (“Buy 3, get 10% off”) create urgency without undermining perceived value.

4. Leverage Shopify Plus Capabilities

With checkout extensibility and custom scripts, Shopify Plus allows brands to build completely seamless bundle flows from selection to checkout without third-party limitations.

5. Test and Optimise Continuously

Use A/B testing, heatmaps, and analytics to refine every element from button placement to messaging.

WIRO’s CRO specialists often find that minor UX tweaks (like progress bars or saved selections) can lead to double-digit conversion uplifts.

Shopify Bundles App vs Custom Bundle Builders

Shopify Bundle Builders We’ve Built

1. Avery Row – Build Your Own Gift Set

We helped British baby and toddler brand Avery Row create a custom “Build Your Own Gift Set” experience. Shoppers could combine textiles, accessories, and keepsakes in a single, visually guided flow complete with live stock logic and custom pricing.

The result? +20% increase in AOV and a record quarter for Add to Carts.

2. Smel – Mix & Match Supplements

For a Middle Eastern wellness startup, we designed a content-driven bundle builder that allowed customers to mix supplements and accessories, supported by educational tooltips and automated discounting.

3. Piglet In Bed - Dynamic Bundle Integration

We built a dynamic bundle solution that synced directly with the brand’s subscription app, allowing customers to build recurring bundles on their terms  an ideal model for retention-driven brands.

Conclusion

Custom bundles aren’t just a design feature they’re a conversion strategy. They merge personalisation, value, and UX simplicity into one cohesive flow that helps merchants grow sustainably.

At WIRO, we’ve seen how the right bundle logic can transform a store’s performance turning browsers into brand advocates.

If you’re ready to explore what a custom Shopify bundle builder can do for your store, our team can help design, develop, and optimise it for scale.

Contact us to talk about your next bundle experience.