# 098: Expand eCommerce Sales via Product Bundling

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2021-10-20
- Length: 23m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2021-10-20-098-expand-ecommerce-sales-via-product-bundling
- Listen: https://productstartup.com/

## Summary

Amy Parsons, founder of the e-commerce retailer Mozzafiato, explains how her company leverages product bundling to drive sales and customer acquisition. She details the accidental discovery of bundles as a core product, the strategic shift to reusable branded packaging, and the use of Amazon bundles to acquire customers who later migrate to their direct-to-consumer site. Parsons also discusses the importance of curating unique Italian brands at various price points to create high-perceived-value gift sets for men and women.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2021-10-20-098-expand-ecommerce-sales-via-product-bundling#t=0) Introduction and Mozzafiato Overview
- [1:37](https://hardwarepodcasts.com/podcast/product-startup/2021-10-20-098-expand-ecommerce-sales-via-product-bundling#t=97) The Accidental Discovery of Product Bundling
- [7:44](https://hardwarepodcasts.com/podcast/product-startup/2021-10-20-098-expand-ecommerce-sales-via-product-bundling#t=464) Strategic Bundling for Amazon and Margins
- [15:05](https://hardwarepodcasts.com/podcast/product-startup/2021-10-20-098-expand-ecommerce-sales-via-product-bundling#t=905) Curating Unique Brands and Price Points
- [20:13](https://hardwarepodcasts.com/podcast/product-startup/2021-10-20-098-expand-ecommerce-sales-via-product-bundling#t=1213) Packaging Strategy and Brand Persistence

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

early-stage companies

## Mentioned

- Mozzafiato (company)
- Amazon (company)
- Mako Design + Invent (company)
- Sephora (company)
- Ulta (company)
- Pro Raso (product)
- Akka (product)

## Related episodes from other shows

- [Advice Line with Miguel McKelvey of WeWork](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-03-05-advice-line-with-miguel-mckelvey-of-wework) (How I Built This)
- [Advice Line with Christina Tosi of Milk Bar](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-11-advice-line-with-christina-tosi-of-milk-bar) (How I Built This)
- [Advice Line with Kenneth Cole](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-16-advice-line-with-kenneth-cole) (How I Built This)
- [Advice Line: What’s Your Value?](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-03-19-advice-line-whats-your-value) (How I Built This)
- [Advice Line with Julia Hartz of Eventbrite](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-02-12-advice-line-with-julia-hartz-of-eventbrite) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/product-startup/2021-10-20-098-expand-ecommerce-sales-via-product-bundling. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Product Startup.