Building Custom Subscription Bundles That Maximize Average Order Value

For Shopify merchants, increasing average order value (AOV)—the average amount a customer spends per transaction—is critical for sustainable growth.

Subscription models naturally improve AOV by locking in recurring revenue, but custom subscription bundles take this further by allowing customers to combine products at their preferred frequency.

These strategic product combinations are working magic on average order value while turning casual shoppers into loyal subscribers who generate that sweet, predictable recurring revenue we all crave.

What is Subscription Bundling?

Subscription bundling on Shopify is when you sell multiple products or services together as part of a single subscription. Instead of customers subscribing to each item separately, they pay one recurring fee for a bundled set. This makes it easier to increase sales and offer more value to your customers.

Subscription bundle isn't just grouping random products together and shipping them monthly. It's a thoughtfully curated collection of complementary items delivered at regular intervals—weekly, monthly, quarterly—whatever makes sense for your products and customers.

Unlike one-time bundles, subscription bundling creates an ongoing relationship with your customers that keeps revenue growing.

Why should you offer subscription bundles?

Custom subscription bundling isn't just a trend—it's a business transformation:

• Dramatically boosts average order value (AOV) as customers happily add multiple items

• Creates predictable recurring revenue you can actually plan around (goodbye, revenue rollercoaster!)

• Slashes customer acquisition costs by extending customer lifetime value

• Cuts fulfillment expenses through consolidated shipping

• Builds genuine customer loyalty that reduces churn

Members of paid loyalty - subscription customers spend 60% more after subscribing than one-time buyers over their lifetime.

Why customers love subscription bundles?

Your subscribers aren't just doing you a favor—they're getting serious perks from subscription boxes:

• No more "Oops, I'm out of..." moments with automatic replenishment

• Extra cash in their pockets through bundle discounts

• The thrill of discovering complementary products they might have missed

• That special feeling when something's been bundle customization just for them

• Freedom to tweak bundle contents before delivery when needs change

Subscription Bundle Strategies

Know who you're bundling for

Before you start bundling products together, dig into your customer data. Who's going to love your bundle subscription the most? Look for these telling patterns:

• Products that customers naturally buy together (they're already creating bundles for you!)

• How often they come back for more (natural replenishment cycles)

• Their reaction to different discount levels (price sensitivity)

• Category preferences across different customer groups

Get inside your customers' heads

Understanding consumer purchasing behavior isn't optional—it's essential. Send out surveys, comb through reviews, and chat with your support team to uncover needs your subscription bundle could address. A beauty brand might discover customers feel overwhelmed creating effective skincare routines—hello, opportunity for curated regimen bundles!

Choose your bundle approach: fixed or flexible?

There are two main ways to handle subscription bundling:

• Fixed bundles: Pre-selected product combinations—simple for you, less choice for them

• Range bundles: Flexible options where customers create their own combinations (the build-a-box or build your bundle approach)

While fixed bundles are logistically simpler, range bundles typically keep customers happier and subscribed longer. That personalization factor is powerful!

Pick Products for Subscription Bundles that play well together

The most addictive subscription boxes feature complementary products that solve a specific problem or enhance an experience. Think about these winning combinations:

• Coffee beans + filters + specialty syrups (the complete morning ritual)

• Skincare cleanser + toner + moisturizer (the full routine in one box)

• Specialty pasta + sauce + seasonings (dinner, solved!)

This smart approach to product bundling makes customers feel like you truly understand their needs—and gets them exploring more of your catalog.

Focus on quality

With custom subscription packages, product quality becomes even more crucial than with one-time purchases. One disappointing item can tank the entire subscription relationship. Remember: your bundle is only as strong as its weakest component.

Keep it fresh and exciting

The most successful subscription box businesses fight boredom by incorporating elements of surprise. Consider rotating seasonal items or including subscriber-exclusive products to maintain the "unboxing excitement" that keeps people subscribed month after month.

The product bundle selection checklist

When picking products for your subscription bundle, run them through this filter:

• Are the profit margins healthy enough to sustain discounting?

• Will they survive shipping and storage between deliveries?

• Do they create shipping challenges due to weight or size?

• Could they lead to additional non-subscription purchases?

• Does their usage timeline align with your delivery frequency?

Set a theme for subscription bundles

A compelling bundle theme tells a story that resonates with customers. Here are some exmaple themes that hit the mark:

• "Morning Ritual" coffee and breakfast bundles (transforming the start of their day)

• "Self-Care Sunday" wellness packages (permission to prioritize themselves)

• "Gourmet Explorer" international food subscriptions (travel through taste)

Each theme should tap into a specific lifestyle need or aspiration while delivering a cohesive experience.

Consider seasonal products

Seasonal curated subscriptions create natural urgency and excitement. Limited-time bundles tied to holidays or seasons can be the perfect gateway for subscription-hesitant customers—once they're in, they often stick around for your core offerings.

Let customers build their perfect box

The build-a-box approach puts customers in control while keeping them within your profitability parameters. Using RecurrinGO, you can create an intuitive bundle builder interface where customers select their preferred products within guidelines you define.

How to Price Subscription Bundles for Profit and Growth?

Find the sweet spot

Smart subscription bundle pricing walks the line between "too good to pass up" and "actually profitable for us." Many successful merchants offer a 15-20% discount compared to individual product pricing—enough to feel valuable without sacrificing margins.

Make tiered discounts

Tiered discounting subtly encourages customers to add "just one more item" to reach the next discount level:

• 3 products: 10% discount (good deal)

• 5 products: 15% discount (better deal)

• 7+ products: 20% discount (best deal!)

This approach naturally lifts average order value while giving customers control over their spending.

Reward bigger commitments

Volume discounting incentivizes customers who commit to larger quantities or longer subscription periods. Offering a deeper discount for quarterly shipments versus monthly improves your cash flow predictability and cuts fulfillment costs—wins all around.

Balance the value perception

When setting prices, remember that value isn't just about the math. Consider both tangible value (retail prices) and intangible benefits (curation expertise, convenience, discovery). The subscription winners maintain a strong value perception while carefully managing their margins.

Make Subscription Bundles Personal

Give customers power of choice

Bundle customization dramatically reduces cancellations by giving customers control. With RecurrinGO's flexible subscription plans, subscribers can modify their bundles before each shipment—keeping them engaged and subscribed.

Let your customers swap, skip, and modify

Let subscribers swap items within categories, adjust quantities, or skip certain products altogether. This flexibility accommodates changing needs (like seasonal preferences or temporary budget constraints) while preserving the core subscription relationship.

Analize what your customers love

Use initial preference surveys and ongoing purchase behavior to personalize bundle contents. A coffee subscription might adjust bean selection based on flavor preferences, brewing methods, or consumption patterns—showing customers you're paying attention to what they love.

Measuring Subscription Bundles

Metrics to track

Keep a close eye on these critical bundle conversion rates and performance indicators:

• Subscription conversion rate (one-time vs. subscribers)

• Average customer lifetime value by bundle type

• Churn rate patterns across different bundles

• How often customers modify their bundles

• Products most frequently added or removed

Test, learn, improve, repeat

Always test different product combinations, pricing structures, and bundle themes to discover what resonates most with different customer segments. Small tweaks can lead to significant improvements in conversion and retention.

Get feedback from customers

Regularly ask subscribers about their experience and use this feedback to refine your offerings. Specific questions about product quality, value perception, and desired additions yield the most actionable insights.

Setting Up Shopify Subscription Shop with RecurrinGO

RecurrinGO makes it surprisingly simple to establish selling plans for your bundles, with intuitive tools for defining delivery frequencies, discount structures, and billing cycles.

RecurrinGO provides an intuitive subscription manager for Shopify merchants where customers can:

• Tweak bundle contents before the next shipment

• Adjust how often they receive deliveries

• Skip a delivery when they're overstocked or away

• Update payment details without hassle

• Manage multiple subscriptions in one place

With these strategies for custom subscription bundling, your Shopify store can build a thriving subscription business that delivers steady recurring revenue while genuinely delighting your customers. RecurrinGO's flexible platform makes implementing, managing, and optimizing these bundles surprisingly straightforward—even for subscription newcomers.