Boosting Basket Size and Cart Conversions through Smart Pre‑Checkout Bundling
Client Overview
The client operates a prominent online food ordering and delivery service, reaching customers in over 6,000 cities around the world through a robust digital platform built for scalability. The company supports a variety of delivery options and serves millions globally
As a pioneer in the 'delivery-economy,' their platform empowers small businesses to reach new audiences while providing flexible earning opportunities. Their primary focus is on enhancing the entire ecosystem, ensuring a superior experience for restaurants, couriers, and end-users alike through data-driven insights and technological innovation.
Overcoming Stalled Growth in New Verticals of the Delivery Segments
Limited Basket Size
The existing ordering model restricted users to single‑store purchases, limiting the Average Basket Size (ABS) and overall transaction value.
Conversion Risk
Enabling multi‑store orders introduced added complexity that could disrupt the checkout flow, increasing friction and potentially lowering Cart Conversion Rates.
The goal was to harness data science to enable a seamless multi‑store purchasing experience, boosting both key performance indicators (KPIs) without compromising user convenience or checkout simplicity.
Data-Driven Solution Fuels Conversion Growth with ‘Second Basket’ Bundling
Indium’s analytics team led the A/B experimentation and measurement for the Pre‑Checkout Bundling (PCB) Minimum Viable Product. This feature enabled customers to place orders from two complementary merchants in a single checkout flow with no extra delivery fee creating a seamless “second basket” experience.
Hypothesis
Activating Customer Pay Platform (CPP) merchants especially Grocery stores within the bundling model would broaden selection, attract new users from emerging verticals, and increase overall Gross Bookings (GB), countering the assumption that added choice reduces conversions.
Methodology
An A/B test was conducted across the US and Canada to compare performance when CPP merchants were included in the PCB experience against a control group.
Targeted Merchant Strategy
Data insights were used to identify and test high‑synergy categories such as Grocery and Beverages to maximize conversion lift through relevant, value‑aligned pairings.
Basket Analysis
Findings showed the average PCB order value in the US was $40, with around 75% of PCB orders made up of lower‑value categories like Beverages and Snacks. This highlighted the opportunity to curate more high‑value category bundles to grow order size.
Basket Quality & Long‑Term Value Linkage
Analysis demonstrated that users who engaged in successful upsells, either single‑store or bundled, generated +27% higher Long‑Term Gross Bookings (LT GB), confirming the sustained impact of effective bundling.
Measurement
Performance success was tracked through key KPIs such as PCB Completed Orders (Cart Conversion), PCB Bundle Pair Scaled GB (Basket Size) and New Vertical First‑Time (NV FT) User Adoption.
Upselling That Delivers: 200% More Conversions, 27% Higher Lifetime Value
Indium’s analytics-led PCB feature showed that targeted cross-selling can dramatically improve e-commerce results. By introducing complementary merchant types at pre-checkout, the platform saw a +200% conversion increase for grocery merchants and a notable rise in basket size, especially among new vertical users.
These gains point to strong demand for bundled, cross-vertical shopping experiences that drive higher customer lifetime value.
Immediate Financial Uplift
Significant, measurable increase in both Cart Conversion and Basket Size from the new flow.
Strategic Growth
PCB is a critical tool for accelerating the adoption of high-priority New Vertical categories.
Sustainable Value
By fostering multi-category purchasing behavior, the feature generates customers who are inherently more loyal and valuable in the long run.
The data unequivocally supports the product's ability to drive high-quality engagement and revenue through:
Increasing conversion rate (+1.06% of completed orders).
Increasing average basket value (+1.28% scaled Gross Booking)
The success of our PCB feature proves that strategic cross-selling is a powerful lever for e-commerce platforms aiming to maximize both conversion and lifetime value.
About Indium
Indium is an Al-driven digital engineering company that helps enterprises build, scale, and innovate with cutting-edge technology. We specialize in custom solutions, ensuring every engagement is tailored to business needs with a relentless customer-first approach. Our expertise spans Generative Al, Product Engineering, Intelligent Automation, Data & Al, Quality Engineering, and Gaming, delivering high-impact solutions that drive real business impact.
With 5,000+ associates globally, we partner with Fortune 500, Global 2000, and leading technology firms across Financial Services, Healthcare, Manufacturing, Retail, and Technology-driving impact in North America, India, the UK, Singapore, Australia, and Japan to keep businesses ahead in an Al-first world.
