The product bundling strategy used by top Shopify sellers

What is a cross-store bundle?

Unlike traditional bundles that combine your own products, cross-store bundles curate complementary products from two or more stores into one compelling package. For example:

• Your candles + another store's incense = Complete ambiance set
• Your protein powder + another brand's shaker bottle = Fitness kit
• Your journal + another brand's pens = Mindfulness package

The difference between this strategy and traditional bundling are that these combinations solve complete customer needs in ways a single brand simply can't on their own.

What are the benefits of cross-store bundles?

True complementary value

Instead of "more of the same," customers get products that genuinely enhance each other. This works particularly well when the two brands are in distinct but compatible product categories, like a sunscreen brand and a hat store for instance.

Fresh audience access

You can immediately tap into your partner's customer base without ad spend. By simply listing your deal on each other’s sites, you’ve already doubled your audience reach. Take it one step further by cross-promoting on social media.

Stronger storytelling

A cross-bundle had the potential to create more compelling use cases than a single product line can address. As you each have your own expertise, you can address different stages of the customer experience.

Gift market penetration

Bundled products from multiple brands make perfect ready-made gifts, which will be snapped up by time-poor shoppers. This works particularly well when structured around an event or holiday.

Limitless growth

With this model, you’re not restricted to your own customer base, geographical region or product listing. You can partner with multiple stores to extend your reach further - without any ceiling.

Types of Cross-Store Bundles

The only limit to cross-store bundling is your imagination. While you can take this strategy anywhere, we’ve collated a few possible directions to get you started.

1. Self-care Bundle: Combine products that create a relaxing experience when paired together. For example: your bath products + their tea
2. Hobby Bundle: Group products that support a specific activity. For example: running shoes + performance socks + electrolyte drink
3. Gift Bundle: Create ready-made gift sets with complementary products. For example: flowers + wine + chocolate
4. Seasonal Bundle: Create a time-limited bundle tied to a season or event. For example: sunscreen + beach towels + cooler bags for summer
5. Sequential Bundle: Put yourself in the buyer’s shoes and think about what they may practically need before or after using your product. For example: your cook book + their food containers

How this looks in action

The gift bundle

LVLY is an Australian flower brand with same-day delivery around the country. They have delighted customers by combining forces with other ‘giftable’ brands selling wine, chocolate, candles and more. Most recently they’ve even partnered with Care Bears. Their cross-store bundles form the perfect gift in one for occasions like birthdays, Mother’s day and Christmas.

The sequential bundle

Amazon’s ‘frequently bought together’ section features related items from different brands that customers may need to use the original product. For instance, a Sony camera page may feature a promotion for a Nikon SD card. This is an algorithm’s take on the sequential bundle, and results in a much higher AOV.

The hobby bundle

Syncio user Mood – a hub for all things music – has bundled a retro vinyl player from the brand Gadhouse Brad with an entertainment stand from Crosley Manchester. The two pieces match in their mid-century modern style and work together practically as the stand can hold the player and a collection of vinyl records.

How to create a cross-store bundle

Step 1: Define a compelling angle

The most successful cross-store bundles solve a complete customer problem. You can achieve this by:

• addressing the "before" or "after" of a product usage
• creating a full experience
• preparing buyers for an event/activity/holiday in one purchase

Deciding on your direction is a crucial step as it’s your unique selling point and will define who you choose to partner with.

Step 2: Find the right partner

Use Syncio Marketplace to find quality potential partners. You can use filters like size, location and product type. But we recommend looking beyond your own category for a store that:

• offers genuine complementary value
• shares your price point and quality standards
• appeals to the same customer profile but doesn't compete directly

Read more tips on finding the right partner here.

Step 3: Handle the logistics

This is where most cross-brand collaborations fail – but it's surprisingly simple with the right setup. Use the Syncio app to:

• automatically sync inventory between stores
• manage commission splits with ease
• prevent overselling

Step 4: Create an irresistible product page

Your bundle page should emphasize the unique cross-brand value by:

• showing how the products work together (not just separately)
• highlighting the "complete solution" aspect
• emphasizing the expertise of both brands in the description

Step 5: Co-promote strategically

Leverage each other’s audiences for maximum impact. Plan promotional material together like:

• coordinated email features on the same day
• shared social media assets that highlight both brands

You can also consider a special discount code exclusive to the bundle to increase customers’ incentive.

Wrapping up

By thinking outside the box with cross-store bundles, you can stay one step ahead of your competitors. Like all collaborative commerce techniques, this approach allows you to grow with lower risk and less ad spend. You can browse Syncio Marketplace to find complementary partners ready to collaborate. Invite them to connect, send your specific bundle concept and enjoy the boost to your profit margins.