Product Catalog in HighLevel

Updated: February 6, 2026  | 
Author: Bill Stilwell

This post covers what the HighLevel Product Catalog is, how to create and configure products, how products connect to funnels and order forms, order bumps, upsells, and how purchase history connects to the CRM and automation.

Reading time: about 7 minutes.

What Is the Product Catalog in HighLevel?

The Product Catalog is the central repository for everything a HighLevel sub-account sells. Every product that appears on a checkout page, in an order form, as an order bump, or through a payment link starts here.

Creating a product in the catalog makes it available platform-wide. Instead of defining a product’s name, price, and description separately in each funnel or order form, you define it once in the catalog and reference it wherever it is needed.

When the price changes, you update it in one place – every checkout using that product reflects the change automatically.

The catalog is at Payments, then Products in any sub-account.

Creating a Product

Creating a product takes under two minutes. Go to Payments, then Products and click Create Product.

The required fields are the product name and price. The name is what the customer sees at checkout – make it clear, specific, and customer-facing rather than internal shorthand.

“12-Week Business Coaching Program” is better than “Coaching Q1.”

The description field is where you briefly explain what the product includes. Keep it to two or three sentences – enough to confirm for the buyer what they are about to purchase, not a full sales pitch.

The sales pitch is on the funnel page above the checkout. The product description is just the confirmation layer.

Pricing Types – One-Time vs. Recurring

Every product in HighLevel is either one-time or recurring.

A one-time product charges the customer a single fixed amount. The purchase is complete when the transaction processes.

Use this for individual courses, single-session services, physical products, digital downloads, and any product where the purchase relationship ends after the initial transaction.

A recurring product charges the customer on a repeating schedule – weekly, monthly, quarterly, or annually. Use this for memberships, subscriptions, retainers, and any product that involves ongoing access or service for a recurring fee.

Recurring products become subscription products and are covered in detail in the Subscriptions post.

The pricing type is set when creating the product and determines which billing infrastructure applies. One-time products use Stripe, NMI, or Authorize.net for a single charge.

Recurring products use Stripe’s subscription infrastructure for automatic billing cycles.

Images and Variants

Product images appear on the checkout page alongside the product name and description. A clear, high-quality image significantly improves the buyer’s confidence that they are purchasing what they intended – particularly for digital products like courses, where the image serves as the “cover” that represents the product visually.

For physical products and items with multiple configurations, variants allow a single product to cover multiple options. A t-shirt product can have size variants (S, M, L, XL) and color variants, each with its own inventory count, price adjustment, and SKU.

The customer selects their variant at checkout before adding to the order.

Variants are configured in the product settings under the Variants tab. They are most relevant for e-commerce products where the same base item comes in multiple configurations.

Service and digital products typically do not need variants.

Tax on Products

Tax rates configured in the sub-account’s Payments settings can be assigned to individual products. When a product with an assigned tax rate is added to a checkout, the tax is calculated automatically based on the product price and displayed as a separate line before the order total.

Apply tax only to products that require it under the applicable jurisdiction’s rules. Not all products are taxable in all jurisdictions – services are often tax-exempt in many US states, while physical goods are typically taxable.

The correct assignment depends on the business’s tax obligations, not on HighLevel’s configuration.

The tax and international billing details are covered in the Tax and International Billing post.

Adding Products to Funnels and Checkouts

Once a product exists in the catalog, it is available to add to any funnel checkout page or standalone order form.

In the Funnel Builder, add an Order Form element to the checkout step. In the order form settings, click to add a product and select it from the catalog dropdown.

The product name, description, and price populate automatically. Multiple products can be added to one order form for bundles or packages – the customer pays for all selected items in a single transaction.

The order form element also controls the checkout layout, the fields collected from the customer, and the payment method options displayed. The product selection is one component of the overall checkout configuration.

Order Bumps

An order bump is a secondary product offered at the checkout page that the customer can add to their order with a single click – without re-entering payment details.

Configure an order bump in the order form element settings within the Funnel Builder. Select a product from the catalog as the bump product, write a brief bump headline (“Add the companion workbook for just $27”), and add a one-sentence description of what the bump adds to the purchase.

Order bumps work best when the bump product is directly complementary to the main product, priced significantly lower, and clearly enhances the main purchase rather than being a separate, unrelated item. A 15–40% add rate on order bumps is typical for well-positioned offers.

One-click order bumps require Stripe as the payment processor. The tokenized card stored by Stripe enables the single-click addition without re-entering payment information.

One-Click Upsells

A one-click upsell is a product offer shown on the order confirmation page after the initial purchase is complete. The customer has already paid for the main product – the upsell presents an additional product they can add with one click using the same payment method.

Any product in the catalog can be configured as a upsell product on a funnel’s thank-you or confirmation step. The upsell page is a separate funnel step – the customer reaches it only after completing the initial checkout.

Like order bumps, one-click upsells use the Stripe-stored card for the additional charge. The customer does not re-enter payment details.

The upsell transaction creates a second order in HighLevel’s Payments section, linked to the same contact.

Purchase History and CRM

Every product purchase is recorded in the buyer’s contact record in the HighLevel CRM. The Payments section shows each transaction with the product name, amount, date, and associated contact.

Workflow triggers fire on purchase events – the Order Form Submission and Product Purchased triggers let workflows differentiate between products and apply different post-purchase automation based on which specific product was bought.

A customer who buys Course A gets enrolled in Course A’s onboarding sequence. A customer who buys Course B gets Course B’s sequence.

Both purchase events use the same trigger type – the product purchased is the filter that routes each buyer to the appropriate experience.

What Can You Do With It?

• Maintain one master product list for the entire sub-account: Every product is defined once in the catalog. Changes to price or description propagate automatically to every checkout page using that product – no hunting through individual funnel pages to update a price.
• Add the same product to multiple funnels without duplicating it: A flagship product can appear as the primary offer on a main funnel, as an order bump on a lower-tier funnel, and as a upsell on a tripwire funnel – all pulling from the same catalog entry.
• Increase average order value with order bumps and upsells: One-click add-ons at checkout and on the confirmation page increase revenue per transaction without requiring the customer to start a new purchase flow.
• Sell physical products with size and color variants: Variant configuration handles the complexity of physical product options – inventory tracking, per-variant pricing, and SKU assignment – without a separate e-commerce platform.
• Route post-purchase automation based on what was bought: Product-specific workflow triggers deliver different onboarding, fulfillment, or access sequences for different products – automatically and without manual intervention.
• Track every purchase in the contact’s CRM history: Purchase history is part of the contact record – visible alongside conversations, appointments, and other interactions for a complete view of the customer relationship.

Key Definitions

Use Cases by Industry

Online Coaches and Course Creators

A business coach creates four products in the catalog: a $97 self-study course, a $497 group coaching program, a $2,000 1-on-1 coaching package, and a $197/month mastermind membership (recurring).

The $97 course is the main offer on a cold traffic funnel, with the $497 group program as an order bump. The confirmation page offers a one-click upsell to the $2,000 package for buyers who want deeper support.

The mastermind membership is sold through a separate funnel with its own checkout page.

Result: Four products, three funnels, three revenue streams – all managed from one product catalog. Pricing updates happen in one place and reflect immediately across all funnels.

E-Commerce – Branded Merchandise

A personal brand sells branded merchandise through a HighLevel e-commerce setup. Products in the catalog include a t-shirt (with S/M/L/XL size variants and two color options per size), a notebook, and a branded water bottle.

Each product has its own image, variant configuration, and inventory count per variant. The t-shirt product’s variants ensure the correct size and color combination is captured with each order – and inventory automatically decrements on each purchase.

Result: Physical product sales with variant management handled within HighLevel – no separate Shopify or WooCommerce store needed for a straightforward branded merchandise lineup.

Marketing Agencies – Client Deliverable Packages

An agency creates three service package products: Starter at $1,500 (one-time), Growth at $2,500 (one-time), and Agency Retainer at $1,997/month (recurring). Each is a product in the catalog with a clear name and description matching what the client sees in the proposal.

When a client signs a proposal through HighLevel’s Documents and Contracts and a payment is collected via the associated checkout, the product purchased determines which onboarding workflow fires – Starter clients get a Starter onboarding sequence, Growth clients get a more intensive onboarding flow.

Result: Service packages defined in the catalog drive both billing and post-purchase automation. The product purchase is the trigger for the appropriate client experience from day one.

Fitness Studios – Class Passes and Memberships

A fitness studio creates three products: a 10-class punch card at $150 (one-time), a monthly unlimited membership at $99 (recurring), and a personal training session package – 5 sessions for $350 (one-time).

Each product is on its own checkout page with a corresponding post-purchase workflow. The punch card purchase applies a “10 classes remaining” tag and starts a usage tracking sequence.

The monthly membership purchase applies an “active member” tag and grants calendar booking access. The personal training package triggers the trainer assignment notification.

Result: Three products with three distinct post-purchase experiences – all differentiated by which product was purchased, all automated from the moment of checkout.

SaaS Businesses – Plan Tiers

A SaaS product offers three plan tiers as recurring products: Starter at $49/month, Pro at $99/month, and Agency at $197/month. Each is a separate product in the catalog with its own checkout page and post-purchase workflow.

The post-purchase workflow for each plan applies a plan-tier tag, grants the appropriate feature access level, and sends a welcome email specific to that plan’s capabilities. Upgrades trigger the cancellation of the lower-tier subscription and the creation of the higher-tier subscription – handled through a workflow that fires on each event.

Result: SaaS plan billing managed entirely through HighLevel’s product catalog and Stripe subscription infrastructure. Plan management, access control, and customer communication are all automated based on which product is active for each contact.

Who Is This For?

How to Create and Use a Product

Step 1: Go to Products in Payments

In the sub-account, go to Payments, then Products.

Click Create Product to open the product creation form.

Step 2: Enter the product name and description

Write a customer-facing name that clearly identifies the product. Add a two-to-three sentence description explaining what is included.

Both the name and description appear on the checkout page – write them for the buyer, not for internal tracking.

Step 3: Set the pricing type and price

Select One-Time for a single charge or Recurring for subscription billing. Enter the price.

For recurring: select the billing interval – weekly, monthly, quarterly, or annually. Add a setup fee if the first billing cycle should include a one-time additional charge.

Step 4: Add a product image

Upload an image that represents the product. Use a course cover, product photo, or service graphic.

The image appears on the checkout page – a clear image increases buyer confidence at the point of purchase.

Step 5: Apply tax if needed

If the product is taxable in the business’s jurisdiction, apply the relevant tax rate from the dropdown.

Tax will calculate automatically at checkout for this product.

Step 6: Add variants if applicable

For physical products with multiple configurations, go to the Variants tab and add each variant with its own price, SKU, and inventory count.

Step 7: Save and add to a funnel

Save the product. In the Funnel Builder, navigate to the checkout step and add an Order Form element.

In the order form settings, select the new product from the catalog dropdown. The product name, description, and price populate automatically.

Step 8: Configure an order bump

In the order form element settings, add an order bump by selecting a second product from the catalog.

Write a short bump headline and one-sentence description. The bump appears below the main checkout form as a checkbox add-on.

Step 9: Build a product-specific post-purchase workflow

In Workflow Builder, create a workflow triggered by Product Purchased for this specific product.

Add the welcome email, access grant, tag application, and any other post-purchase automation specific to what this product delivers.

How Does It Connect to HighLevel?

• Subscriptions: Recurring products in the catalog are the starting point for HighLevel Subscriptions. Setting a product to recurring pricing type activates Stripe’s subscription billing infrastructure for that product.
• Payment Integrations: Products cannot process transactions without a connected payment processor. The payment integration connects the processor – the product catalog defines what is being sold through that processor.
• Tax and International Billing: Tax rates configured in the Payments section are applied per product in the catalog. The product is the unit at which tax is assigned.
• Workflow Builder: Product Purchased and Order Form Submission triggers in Workflow Builder fire based on which specific product was purchased. Post-purchase automation is product-specific – different products trigger different workflows.
• Courses and Memberships: When a course or membership product is purchased, the Product Purchased workflow trigger grants access to the course or community automatically – the product purchase is the access key.

Common Questions

What is the Product Catalog in HighLevel?

The central list of all sellable items in a sub-account, at Payments, then Products. Products created here are available to add to any funnel checkout, order form, order bump, upsell, or payment link.

Where do I find the Product Catalog in HighLevel?

Go to Payments, then Products in the sub-account navigation. All existing products are listed here.

Click Create Product to add a new one.

What types of products can I create in HighLevel?

One-time products (single charge) and recurring products (subscription billing). Products can represent physical goods, digital products, services, memberships, courses, coaching packages, or any other sellable item.

Can I add product images to the HighLevel Product Catalog?

Yes. Each product supports an image that displays on the checkout page – useful for courses, physical products, and any product where a visual representation improves buyer confidence.

Can I use the same product on multiple funnel checkout pages?

Yes. A catalog product can be added to as many checkouts as needed. Updating the product in the catalog updates it across all pages using it automatically.

Can I offer product variants in the HighLevel Product Catalog?

Yes. Configure size, color, and other variants in the Variants tab of the product settings. Each variant can have its own price, SKU, and inventory count.

How do I add a product to a funnel checkout page in HighLevel?

In the Funnel Builder, add an Order Form element to the checkout step. In the order form settings, select the product from the catalog.

Name, description, and price populate automatically.

Can I add tax to products in the HighLevel Product Catalog?

Yes. Apply a configured tax rate to any product. Tax calculates automatically at checkout and displays as a separate line item.

Can I set a product as an order bump in HighLevel?

Yes. In the order form element settings within the Funnel Builder, select any catalog product as an order bump. The bump appears as a one-click add-on at checkout.

Can I track which products have been purchased by a contact in HighLevel?

Yes. Product purchases are recorded in the contact’s activity timeline. Workflow triggers can tag contacts by specific product purchased, enabling segmentation by purchase history.

To Wrap It Up

The Product Catalog is the foundation of every revenue-generating funnel in HighLevel. Everything that can be sold – courses, coaching packages, merchandise, subscriptions – starts as a product in the catalog before it appears on a checkout page.

The catalog approach has a practical advantage that is most obvious the first time a price needs to change. Without a central catalog, a price change means finding and editing every funnel page that shows that product.

With the catalog, the edit is made once and reflects everywhere. For businesses with more than two or three checkout pages, this difference compounds quickly.

The order bump and one-click upsell capabilities are where the product catalog structure pays off most directly in revenue terms. Adding a $47 order bump to a $297 main offer with a 25% add rate generates an additional $11.75 per transaction on average – without any change to the main offer, the ad spend, or the traffic.

The bump product is just a catalog product dropped into the order form settings.

Post-purchase automation based on product purchased is the final layer that makes the catalog genuinely powerful rather than just convenient. Different products trigger different onboarding sequences, different access grants, different tagging logic.

The product catalog is not just a price list – it is the classification system that drives the entire post-purchase experience for each buyer.

Here is how to get started:

1. Go to Payments, then Products and click Create Product
2. Enter a clear, customer-facing product name and two-to-three sentence description
3. Set the pricing type – one-time or recurring – and enter the price
4. Upload a product image
5. Apply a tax rate if the product is taxable in your jurisdiction
6. Add variants if the product comes in multiple configurations
7. Save and add to a funnel order form or payment link
8. Configure an order bump with a complementary lower-priced product from the catalog
9. Build a Product Purchased workflow trigger for post-purchase automation specific to this product

Build the post-purchase workflow before the product goes live. A product that processes transactions but has no post-purchase automation is a missed automation opportunity on every purchase.

The workflow is what converts a transaction into an experience – and it should be ready before the first real customer buys.