Product variants

Product variants are versions of the same product that differ by one or two attributes: size, color, volume, memory. For example, a T-shirt of one model in sizes S, M, L and in three colors.

In plain words

The customer thinks: "it's the same T-shirt, I just need my size". So in a store, variants should be one product page with a choice of options, not a dozen separate products. At the same time, each variant has its own SKU, stock, sometimes price and photo.

In its specification, Google distinguishes: a product is what the customer searches for, an item is one record in the data, and a variant is a version of a product, for example in a different size (Google Merchant Center).

How it works in the feed

For Google, each variant is submitted as a separate product with a unique `id` but the same `item_group_id`. You also need to specify the attributes themselves (color, size, material and so on) and have a separate page for each variant with values that match the feed. `item_group_id` must be stable (best of all, the parent SKU) and is not added to things that are not true variants, for example a "jacket + trousers" bundle (Google, item_group_id).

In its price list requirements, Rozetka also describes variations (color, size, configuration) as separate `offer` entries with unique `id`s; grouping by `group_id` is not mentioned on that page (Rozetka). More on feeds in the article product feed.

How to show variants to the customer

Baymard Institute's research on product lists recommends:

• combining variations (color, finish) into one list item with swatches; 42% of sites in their benchmark do not do this;
• showing at least 3 thumbnails per product; 80% of sites fall short (Baymard, state of product lists and filtering).

In the article on combining variations, Baymard gives the reason: separate items for each color make it harder to scan the range, especially on mobile, where fewer items fit on the screen (Baymard). That article names 12% of sites that do not combine variations, while the product list review says 42%. The materials differ in sample and date, so go by the principle itself, not the exact share.

Common mistakes

• Every size or color as a separate product in the catalog. The catalog bloats, reviews get scattered.
• One SKU for all variants, so stock cannot be counted.
• Unstable identifiers: after changing an `id` or a group, the platform loses the product's history.
• A photo of one color for all variants.
• In the feed, the variant's price or availability does not match the page.
• Gluing different products into one group ("to have more variants").

FAQ

What are product variants in an online store? Versions of one product that differ in size, color or another attribute, with one product page and separate SKUs.

How do I pass variants to Google Merchant Center? Each variant as a separate record with a unique `id` and a shared `item_group_id`.

A variant or a separate product? If it is the same product with a different attribute, it is a variant. If they are different models or bundles, they are separate products.

Does each variant need its own SKU? Yes, to keep stock and orders for each.

Related terms

• PIM system
• Product feed
• Merchandising in an online store

Sources

• Google Merchant Center Help. Product data specification — support.google.com/merchants/answer/7052112
• Google Merchant Center Help. item_group_id — support.google.com/merchants/answer/6324507
• Rozetka, довідка продавця. Вимоги до XML (YML) прайс-листа — sellerhelp.rozetka.com.ua/p185-pricelist-requirements.html
• Baymard Institute. The current state of product lists and filtering — baymard.com/blog/current-state-product-list-and-filtering
• Baymard Institute. Combine variations into one list item — baymard.com/blog/combine-variations-one-list-item