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If I don't have/want to setup product variants, I don't get the option to "add to card" and I can't checkout either.

Am I obliged to have more than one product variants in order to proceed?

George Katsanos
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    Every product has a `master` variant. This the most basic product available and may or may not have any `variant_options` assigned to it. So to answer your question, it is perfectly possible to declare a product without any `variant_options`. When the `buy` button gets clicked with no options selected it will just assign the master variant inside the cart. – Jens Mar 03 '15 at 12:41