Navdeep Soni

Common myth: “Use bundles to increase AOV.” Wrong!!
Bundles increase displayed AOV. But they can quietly reduce repeat purchases & hurt long-term profit.

Here’s why:

• Bundles shift the customer mindset from “relationship” to “transaction”

Instead of:
“I love this brand”

The customer thinks:
“Wow, I got a deal.”

Next time?
They’ll look for another deal.
On your store or somewhere else.

• Bundles often attract the wrong customer cohort

Ask yourself:

Are you attracting:

* value maximizers
* deal hunters
* low brand-affinity customers

High AOV doesn’t always mean high-quality customers.

• The biggest mistake:
Bundles reduce post-purchase discovery journeys

Smart brands think in progression:

first purchase → second complementary product → upgraded variant → premium SKU → subscription

That journey builds retention.

Brand runs behind superficial goals like high AOV
But business is built on retention.

Many bundles collapse the entire journey into a single discounted order.

Successful brands bridge the gap.

They don’t make users think.

Instead of:
“Buy more stuff”

They position bundles as:

* “Starter Kit”
* “Best Seller Routine”
* “Complete System”

A guided buying experience that offers value and solves pain points.

Not every bundle should exist to push discounts.

That’s also the philosophy behind Vista Bundles.

- Some bundles should simplify decisions.
- Some should improve retention.
- Some should increase quantity on already validated products.

That’s why Vista Bundles supports both:

Fixed bundles
Quantity breaks (Buy 2, Buy 3, etc.)

Because different bundle strategies solve different business problems.