Variant groups – cleaner, clearer and more flexible than ever

by Frida Ekelund

We’ve given variant groups in the webshop a major upgrade. And even if this isn’t one of our most requested features, it’s definitely one that can make a big difference in how clean, structured and user-friendly your shop feels. With an improved UI and more configuration options, variant groups are now a powerful way to help customers find the right option – without overwhelming them with too many choices.

What is a variant group?

A variant group gathers several items under one shared heading, such as sizes, ticket types or different product options. This means the customer sees a clear headline and can easily select the variant that suits them. Perfect for everything from t-shirts and merchandise to ticket categories or table bookings.

What’s new?

The update makes variant groups:

  • more flexible – easier to connect to multiple events
  • more visual – with improved image handling and clearer information areas
  • more configurable – you control order, images, descriptions and how groups expand
  • easier to navigate for customers – especially when there are many variants, thanks to automatic collapsing

Tip: Use variant groups in a smart and stylish way

Here are a few practical examples of how variant groups can improve the customer experience:

Merchandise & sizes
Use “T-shirt” as the group and show S–XL as variants. This keeps the product list clean and easy to scan.

Ticket types
Group adult, child and companion tickets under one heading – perfect for events with multiple price categories.

Table booking
Variant groups make it easy to choose between options like “Sofa section”, “Lower level A” or different menu options.

Clean, structured – and very customer-friendly

Variant groups are one of those small tools that make a big difference to the overall webshop experience. The clearer your options are presented, the faster customers find the right choice – and the smoother the purchase becomes.

Want to dive deeper?

Read the full guide: Variant groups in the webshop

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