How DTC Brands Use Bundling to Increase Average Order Value

In this episode of The Ecommerce Hour, Lucas and Luna break down how direct-to-consumer brands use product bundling to lift average order value without discounting themselves into a corner. They walk through the strategy behind Glossier's 'You' discovery set, which sells a curated bundle of minis at a price point that stays full-price while giving customers a taste of the full line. Lucas explains the difference between pure bundling (only sold together) and mixed bundling (sold separately or as a set), and why the latter tends to work better for DTC. They also dig into the data: according to a 2025 McKinsey survey, brands that introduced mixed bundles saw a 12 to 18 percent increase in average order value within six months, with return rates staying flat. Luna pushes back on the risk of cannibalization — does a bundle just steal sales from individual products? Lucas shares how analytics from bundling tool Recharge show that bundles typically bring in customers who would have bought nothing at all, making it net new revenue. Finally, they discuss the operational side: inventory management, packaging design, and why the smartest DTC brands update their bundles seasonally to keep them from feeling stale. #DTCBrands #Ecommerce #ProductBundling #AverageOrderValue #Glossier #McKinsey #Recharge #MixedBundling #PureBundling #CustomerAcquisition #RetailStrategy #DirectToConsumer #Business #Entrepreneurship #Marketing #PricingStrategy #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo