Product Variations and Options

Providing different versions of a product in the catalog is essential for demonstrating your full portfolio and allowing customers to make the best decision and complete a sale.

Virto Commerce’s flexible system supports many types of product variations, including size, color, material, style, flavor, edition, and power.

As selections are made, available combinations are dynamically updated—disabling unavailable ones and auto-selecting single-option values — helping improve conversion in catalog-rich B2C, B2B, and marketplace storefronts. 

Virto Commerce supports dynamic, click-based configuration of product variations. 

Shoppers can visually select option values (red, medium, cotton), and the interface automatically updates remaining options to reflect valid combinations only.  

If an option has just one valid value, it is pre-selected to reduce friction and clicks. 

This ensures users only see viable product configurations, reducing confusion, abandoned sessions, and failed purchases. 

The product variations feature is designed for businesses that offer products with multiple variations—such as size, color, material, or configuration.    

• Retailers and brands with complex product lines

• B2B sellers of configurable goods or parts

• Marketplaces handling vendor catalogs with multiple SKUs per product

• D2C companies aiming to deliver intuitive, consumer-grade buying experiences  

• Improved customer experience: Users quickly locate the exact product they want, reducing search time and avoiding cart abandonment.  

• Efficient catalog management: No need to duplicate data entry as changes to the master product are automatically reflected across variations.  

• Advanced inventory management: Assign unique SKUs to every variation for accurate inventory tracking and independent stock management of different variations.  

• Increased sales opportunities: Premium variations help upsell products, while clear differentiation between variation types reduces order errors and returns.  

• Smart data analytics: Track the performance of specific variations to understand customer preferences and make informed decisions on future production.  

• Targeted marketing: Run individual campaigns tailored to product variations and engage niche audiences more effectively.   

• B2C and retail businesses achieve a frictionless product selection experience.
• B2B companies streamline configurations of complex products with only valid combinations shown.
• Marketplaces improve SKU navigation across vendors and product types, avoiding faulty configurations.
• D2C businesses reduce selection errors, boosting purchase intent.  

Define attributes and create variations that are relevant to your business, instead of forcing yourself to adapt to systems that don't align with your goals. Find out more about the way product variations work by visiting Virto’s user guide.