How Cross Digital Helped Pet Food Brands Generate $1.1 Million with Bundle Builders
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Cross Digital is a Shopify agency delivering bespoke digital experiences to leading direct-to-consumer (DTC) brands. With 25+ years of expertise in e-commerce strategy, UX design, development, and growth marketing, they’ve helped scale high-performing brands across the UK and North America. Their specialty lies in building conversion-first storefronts that blend stunning design with measurable outcomes.
In early 2025, Cross Digital began exploring advanced product bundling strategies to help its portfolio of pet food clients overcome challenges related to profitability, shipping optimization, and inventory movement. The solution? A Shopify app called Easy Bundle Builder by Skai Lama.
What started as a bundling experiment with one DTC pet food brand soon turned into a transformational initiative. Cross Agency rolled out the strategy across three pet food brands and collectively generated $1.1 million in bundle revenue in a few months. Here’s how they did it.
Cross Digital is a Shopify agency delivering bespoke digital experiences to leading direct-to-consumer (DTC) brands. With 25+ years of expertise in e-commerce strategy, UX design, development, and growth marketing, they’ve helped scale high-performing brands across the UK and North America. Their specialty lies in building conversion-first storefronts that blend stunning design with measurable outcomes.
In early 2025, Cross Digital began exploring advanced product bundling strategies to help its portfolio of pet food clients overcome challenges related to profitability, shipping optimization, and inventory movement. The solution? A Shopify app called Easy Bundle Builder by Skai Lama.
What started as a bundling experiment with one DTC pet food brand soon turned into a transformational initiative. Cross Agency rolled out the strategy across three pet food brands and collectively generated $1.1 million in bundle revenue in a few months. Here’s how they did it.
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How Cross Digital Helped Pet Food Brands Generate $1.1 Million with Bundle Builders
Cross Digital is a Shopify agency delivering bespoke digital experiences to leading direct-to-consumer (DTC) brands. With 25+ years of expertise in e-commerce strategy, UX design, development, and growth marketing, they’ve helped scale high-performing brands across the UK and North America. Their specialty lies in building conversion-first storefronts that blend stunning design with measurable outcomes.
In early 2025, Cross Digital began exploring advanced product bundling strategies to help its portfolio of pet food clients overcome challenges related to profitability, shipping optimization, and inventory movement. The solution? A Shopify app called Easy Bundle Builder by Skai Lama.
What started as a bundling experiment with one DTC pet food brand soon turned into a transformational initiative. Cross Agency rolled out the strategy across three pet food brands and collectively generated $1.1 million in bundle revenue in a few months. Here’s how they did it.
Challenges
Cross Digital works with a range of pet brands, all of which face the complexities of selling perishable, bulky goods online. While each brand had its nuances, they all grappled with the same core set of challenges, ones that are typical for growing pet eCommerce businesses. At the time, the three brands under focus for Cross Digital were Basil’s Raw Dog Food (UK) , Top Dog Food & Supply (Canada), and The Farmer’s Dog (UK).
1. Low AOV Despite High Intent
Most shoppers like buying in small quantities, i.e., 1 or 2 items per transaction. This limited revenue per order was a lost opportunity as these were locked in high-intent consumers.
2. High Shipping Costs & Packaging Constraints
With raw pet food being frozen, heavy, and often needing cold-chain logistics, efficient fulfillment was critical. Basil’s Raw Dog Food and The Farmer’s Dog needed customers to order in specific multiples (e.g., 16, 24, 32 chubs) to make shipping viable. Orders below that threshold or quantities in between triggered fulfillment inefficiencies or lower margins.
3. Under-Discovery of Products
Offering multiple protein types, portion sizes, and seasonal SKUs made inventory balancing tough.
4. Customer Retention
It's easy to lose acquired customers to competition in the dog food business. Cross Digital wanted to build in retention into every purchase.
5. Differentiating in a Crowded Market
With increasing competition in the raw pet food segment, Cross Digital needed a way to create better shopping experiences that would help their brands stand out, particularly for new customers.
Solution
So, here’s how Cross Digital solved their challenges. They were convinced early on that a frictionless, gamified, and value-driven bundle builder was key for pet food shoppers. But they approached each brand differently.
1. Basil’s Raw Dog Food (UK)
For the family-run raw food brand based in Devon, Cross Agency created a build-your-own box featuring 3 optimized sizes: 16, 24, or 32 chubs. Bundles could include options from both the Country Kitchen and Superfood Range, and the bundle page used tabs to make switching categories intuitive.
Shoppers could also subscribe to receive their custom bundles at regular intervals, with a 10% discount built in. For every pack size, they created a regular and a subscription bundle, with an immersive bundle builder layout, the ability for shoppers to switch between product categories, and build their very own bundle box.
2. The Farmer’s Dog (UK)
For Devon-based The Farmer’s Dog, they took a similar approach. Based on historical data, they created bundles containing Single Flavor Boxes (9 meat options), Bone Broth Boxes, and Combo Boxes with broth and chubs. These were split size-wise in boxes with 16, 24, 32, 48, and 11x2kg chubs for optimal shipping and freezer storage.
3. Top Dog Food & Supply (Canada)
For Top Dog, they focused on giving customers a high degree of flexibility in the individual pack sizes. While externally, the box would be 20lb or 40lb, inside, customers could customise based on their pet’s needs. So they built bundles for:
20lb Boxes with 10X 2lb, 20 X 1lb rolls
40lb Boxes with 40x1lb, 20X 2lb and 8X5lb rolls
They also offered a flat $15 shipping rate for clarity and customer trust
The bundle layout included gamified elements like progress bars, product preview cards, and expandable product cards that showcased the product details for highly involved pet parents.
Skai Lama x Cross Digital Partnership
When Cross Digital discovered Easy Bundle Builder by Skai Lama, they were looking for a bundling solution that could support varied designs, personalization, scale, and inventory management on Shopify.
Apart from a powerful app, Skai Lama provided Cross Agency with white-glove onboarding support, strategic guidance, and active collaboration on custom tweaks. Here’s what Cross Digital had to say:
“Yes, we highly recommend Easy Bundles to others. The app offers a user-friendly interface and robust features that facilitate the creation of customizable bundles, effectively increasing AOV. The team at Skai Lama is always ready to listen to feedback and implement changes/updates based on our unique use cases. Finally, its seamless integration with Shopify ensures efficient inventory management and a smooth customer experience.”
— Caleb Adanu, CTO, Cross Digital
Results
In just a few months, Cross Digital’s three pet clients saw remarkable gains from their bundling strategies.
$1.1 Million in Bundle Revenue
Cumulatively, Cross Digital generated $1.1 million just through bundles for the three pet food brands.
Basil’s Raw Dog Food: $189,296
Top Dog Food & Supply: $107,670
The Farmer’s Dog: $814,664
Significant AOV Growth
Pet parents loved the customizability of their bundles. Shoppers moved to larger purchase quantities, leading to significant AOV growth.
Improved fulfillment efficiency
Due to optimized bundle sizes and packaging logic, the brands improved their logistic efficiencies.
Increased Movement of Slower SKUs
Bundling allowed Cross Digital to push under-discovered product categories and SKUs. A spot-light on these led to more trials and repeat purchase behaviour.
Customer Retention
Cross Agency’s clever idea to include subscription bundles in the offering tapped into the recurrent need for pet food. Locked-in customers led to a higher customer retention rate.
Differentiated Offering
Bundling allowed these pet food brands to stand out among competitors by allowing pet food shoppers to create unique packs with flavors that their pets loved. It also created an opportunity for experimentation with new flavors at minimal risk (they could select just one pack). This led to repeat purchases and customers recommending the brand to other dog parents.
Conclusion
Cross Digital’s work with Basil’s Raw Dog Food, Top Dog, and The Farmer’s Dog demonstrates the power of strategic bundling in a category where margin, logistics, and personalization matter deeply.
By partnering with Skai Lama and leveraging Easy Bundles, Cross turned a functional product into a revenue growth engine. The ability to create customized, gamified bundle builders unlocked higher AOVs, better inventory flow, and stronger retention.
Going forward, Cross Digital plans to expand this strategy to other clients in the wellness and home & lifestyle categories.
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