Product variants are versions of the same item that differ in a parameter, most often size, colour or volume. The way they are handled has a major impact on e-shop performance. If every variant has its own page with an almost identical description, the strength of the content is fragmented, reviews are split across ten cards, and duplication arises. Conversely, if all variants are hidden within a single card without their own address, you lose demand for that specific version. A sensible compromise is one main card with a shared description and reviews, in which variants are switched between, while those with their own demand have their own address and added unique text. In the feed, each variant must be a separate item with its own identifier, price and availability, otherwise errors arise when matching.
See also: Product feed, Faceted navigation, Product reviews.
