Kits and bundles: how to build them to increase AOV without increasing CPA
Juliana Carvalho · 2026-10-07
Increasing average order value without raising your cost per acquisition (CPA) is an ongoing challenge in e-commerce. Here’s how to put together effective kits and bundles.
2 and 3 units
The first strategy is to offer bundles with 2 or 3 units of the same product. This creates a sense of savings. For example, if you sell a product for R$ 50, offer 3 units for R$ 120. Customers see that they’re saving compared to buying each one individually. Test different price combinations and see which one gets the best results.
Complementary product
Include a complementary product in the offer. For example, if you sell T-shirts, add a matching mug or cap. This not only increases the cart value, but also improves the customer experience, since they see more value in the purchase. Analyze your sales history and identify products that are often bought together.
Digital bonus
Another option is to offer a digital bonus, like an e-book or access to an online course, when the customer buys the bundle. This not only adds value, but can also justify a higher price. A digital bonus has a low cost and can increase the offer’s perceived value. Choose a topic that’s directly related to the physical product.
Price anchoring
Use price anchoring. Show the original price of the bundle alongside the discounted price. Example: “Was R$ 200, now R$ 150”. This creates a sense of opportunity and can speed up the buying decision. Use images and descriptions that highlight the savings and create a greater sense of urgency to buy.
Impact on CPA
When you implement these strategies, the impact on CPA can be positive. By increasing average order value, you can spread the acquisition cost across more revenue. If you were selling 1 unit for R$ 50, your CPA was R$ 25. With 3 units sold for R$ 120, CPA could drop to R$ 20 if sales volume increases. Monitor your CPA after implementing these strategies, adjusting prices and offers as needed.
Always analyze the results and run A/B tests to understand what drives more conversions. Well-structured kits and bundles don’t just increase average order value; they can also improve your margins and customer satisfaction.
What’s your current average order value, and how much are you looking to increase it with kits and bundles?