Product Collections in HighLevel

Updated: February 6, 2026  | 
Author: Bill Stilwell

This post covers what Product Collections are, how they differ from the product catalog, how to create and organize them, and when they are needed versus when the product catalog alone is sufficient.

Reading time: about 6 minutes.

What Are Product Collections in HighLevel?

Product Collections are named groupings of related products that create the browsable category structure of a HighLevel e-commerce store.

Think of them as the equivalent of product categories on any standard e-commerce platform – a clothing store has collections for Men, Women, and Accessories; a supplement brand has collections for Performance, Recovery, and Daily Essentials. Each collection is a curated set of products a customer can browse without wading through the entire catalog.

Collections live at Payments, then Products in the Collections section. They pull products from the product catalog and organize them into the groupings that make navigating the store intuitive for customers.

Product Catalog vs. Product Collections

The distinction between these two concepts is straightforward once the purpose of each is clear.

The Product Catalog is the master list of everything available to sell in the sub-account. It is a back-end inventory list – every product the business has ever created in HighLevel appears here.

It is not visible to customers directly.

The Product Collections are the front-end browsing structure – the category pages customers see when they visit the store. Collections draw from the catalog and present products in organized, themed groupings.

A customer does not see the full catalog; they see collections.

The same product can appear in multiple collections. A “Best Sellers” collection might include products from the Apparel collection, the Accessories collection, and the Digital Downloads collection – all pulled from the same catalog entries without duplicating any product data.

Creating a Collection

Go to Payments, then Products, and navigate to the Collections section. Click Create Collection.

Give the collection a name the customer will see when browsing – “T-Shirts,” “Workshop Recordings,” “Starter Kits.” Add a brief description that tells the customer what they will find in this collection. Upload a cover image that visually represents the category.

The collection name and image are what appear on the store’s navigation or collection listing page. Both should be immediately clear – a customer should know what products they will find before clicking into the collection.

Assigning Products to Collections

After creating a collection, assign products from the catalog to it. This can be done from within the collection settings – search or browse the catalog and select the products that belong in this grouping.

Products can also be assigned to collections from within the individual product settings. When creating or editing a product in the catalog, select which collections it should appear in.

A product that is in the catalog but not assigned to any collection will not appear in the store’s browsable interface. Customers navigating by collection cannot find it.

Always confirm that new products are assigned to at least one collection after being added to the catalog.

Display Order Within Collections

Products within a collection can be ordered manually or sorted by criteria. The display order determines which products appear first when a customer opens a collection page.

Leading with bestsellers, new arrivals, or highest-margin products increases visibility for the products that matter most. A collection where the most popular item is buried on page two produces a noticeably worse commercial outcome than one where it appears first.

Review and update display order when new products are added to a collection. The default ordering (often by date added) is rarely the optimal commercial ordering.

Products in Multiple Collections

A product can belong to multiple collections simultaneously. This is useful for collections that cut across category lines.

A “New Arrivals” collection, a “Sale” collection, and a “Best Sellers” collection can all include products that also appear in their primary category collections. The same product appears in the context most relevant to how a customer is browsing at that moment – whether they are specifically looking for new items, hunting for a deal, or exploring bestsellers.

Curated cross-collection visibility is one of the most effective ways to increase product discovery on a store without adding new products. Placing an existing product in a Best Sellers collection gives it visibility among customers who might not have browsed its primary category.

How Collections Appear on the Store

Collections appear on the HighLevel e-commerce store as browsable category sections. The store’s navigation typically includes collection links – allowing customers to go directly to a collection that matches their interest rather than starting from an all-products view.

A collection landing page shows the collection’s name, cover image, description, and the products assigned to it in the configured display order. Each product links to its individual product page where the customer can review the details and add to cart.

The store configuration in the website builder controls how collections are displayed – as a navigation menu, a grid of collection cards on the home page, or both. The specific layout depends on the store’s design, but the collection data itself comes from the collections configured in Payments, then Products.

When You Need Collections vs. When You Don’t

Product Collections are a feature of the HighLevel e-commerce store. They are only needed if the business uses the store for customer-facing product browsing.

For funnel-based selling – where customers arrive at a specific checkout page for a specific product rather than browsing a store – collections are not needed. The product catalog is used directly in the funnel order form, and no collection structure is required.

The customer never sees a store; they see a landing page and a checkout.

For store-based selling – where customers visit a storefront and browse products before deciding what to buy – collections are the feature that makes that browsing experience organized and intuitive. Without collections, customers see an undifferentiated list of all products, which works for a store with 3 products but degrades quickly as the catalog grows.

Most HighLevel users who sell a small number of defined offers use funnels, not stores, and do not need collections. Businesses running a product-heavy store benefit from collections as soon as the catalog has more than about 8 to 10 products.

What Can You Do With It?

• Create a browsable store experience that scales with product count: A store with 30 products and no collections is hard to navigate. The same store with 5 collections of 6 products each is easy to navigate – customers know where to look for what they want.
• Feature bestsellers and new arrivals as dedicated collections: Cross-category curation collections – Best Sellers, New Arrivals, Featured – surface priority products to every store visitor regardless of which category they primarily browse.
• Keep the store organized as the catalog grows: New products added to the catalog are invisible on the store until assigned to a collection. The collection structure keeps the store intentionally organized rather than growing into a sprawling unsorted list.
• Create seasonal or promotional collections: A “Summer Sale” or “Holiday Gift Guide” collection can be created, populated with relevant products from the catalog, displayed prominently on the store for a period, and then removed – without changing the products themselves.
• Control which products are visible on the store: Products in the catalog that are not assigned to any collection are effectively hidden from store browsing. Use this to manage store visibility – products in development or not yet ready for the store remain in the catalog without appearing to customers.

Key Definitions

Use Cases by Industry

Branded Merchandise Store

A personal brand with 24 merchandise products creates four collections: Apparel (t-shirts, hoodies, hats), Drinkware (mugs, tumblers, water bottles), Stationery (notebooks, pens, planners), and Best Sellers (the top 6 products across all categories).

Each collection has a lifestyle cover image and a brief description. The Best Sellers collection gives new visitors an immediate shortcut to the store’s most popular products – they do not need to browse all four categories to find what is most loved.

Result: A 24-product store organized into 4 collections feels curated and easy to navigate. Customers find what they want faster and the Best Sellers collection increases visibility for the store’s most commercially important products.

Digital Product Creator

A content creator sells 18 digital products – templates, guides, courses, and toolkits. Collections: Templates (6 products), Guides (5 products), Courses (4 products), and Bundles (3 product bundles).

A fifth collection, New This Month, features the 3 most recently added products.

The New This Month collection is updated manually each month – products are added and old ones removed as the catalog grows. It gives returning customers a reason to check what’s new without browsing the full catalog.

Result: Product discoverability improves for both new and returning customers. New visitors use category collections; returning customers check New This Month for fresh additions.

Health and Wellness Brand

A supplement brand with 20 products creates collections by goal: Performance (pre-workout, protein, creatine), Recovery (magnesium, collagen, sleep support), Daily Health (multivitamin, omega-3, probiotics), and Weight Management (fat burner, appetite control, meal replacement). A fifth collection, Starter Packs, contains three bundled product sets.

Customers browsing the store self-select into the collection that matches their goal – they are not confronted with 20 undifferentiated products and left to figure out which ones apply to their situation.

Result: Goal-based collections reduce purchase decision friction. Customers who know they want recovery support go directly to the Recovery collection rather than scanning through unrelated performance products.

Marketing Agency – Client E-Commerce Setup

An agency building a HighLevel e-commerce store for a home goods client creates collections that mirror the client’s existing product categories: Kitchen, Bedroom, Living Room, and Outdoor. During setup, the agency assigns all 35 catalog products to their appropriate collections and sets display order to feature the highest-margin items first in each collection.

The agency also creates a Sale collection for the client’s promotional periods – making it easy for the client to add products to the sale collection temporarily without restructuring the main category collections.

Result: The store launches with a complete, organized collection structure. The Sale collection gives the client a flexible promotional tool that does not require rebuilding any category pages.

Course Creator with a Store

A business educator sells courses through individual funnel pages but also has a HighLevel store listing all available programs. Collections: Self-Paced Courses (6 courses), Live Cohorts (3 upcoming cohorts), Templates and Tools (8 templates), and Free Resources (3 lead magnets).

The Free Resources collection is used as a lead generation mechanism – the store is open to all visitors and the free collection introduces the brand before presenting paid offerings. The collection structure guides first-time visitors from free to paid in a logical sequence.

Result: The store serves both discovery and conversion purposes. Free resources introduce the brand. Paid collections provide a structured browsing experience for prospects who are ready to buy.

Who Is This For?

How to Create and Use Product Collections

Step 1: Map your collection structure

Before creating collections, decide how many categories make sense for the store. Three to seven collections is a practical range for most stores – enough to organize the catalog without overwhelming the navigation.

Name collections the way customers think about products, not the way the business organizes its inventory.

Step 2: Go to Collections in Payments

Go to Payments, then Products, and navigate to the Collections section.

Click Create Collection to begin.

Step 3: Name, describe, and image the collection

Enter a customer-facing collection name, a one-to-two sentence description of what the collection contains, and upload a cover image.

All three elements appear on the store – make each one clear and on-brand.

Step 4: Assign products from the catalog

Select the products from the catalog that belong in this collection. Add everything relevant – products can belong to multiple collections, so include any product that fits the collection’s theme.

Step 5: Set the display order

Arrange products within the collection with bestsellers and priority items first.

The first product a customer sees in a collection receives the most attention – use that position intentionally.

Step 6: Save and repeat for each collection

Save the collection and repeat for each category the store needs. After all primary collections are created, consider adding one or two curation collections – Best Sellers, New Arrivals – by pulling priority products across categories.

Step 7: Connect collections to the store

In the e-commerce store settings or website builder, add the collections to the store navigation and home page. Confirm each collection is accessible from the store’s main interface.

Step 8: Assign new products to collections immediately

When new products are added to the catalog going forward, assign them to the appropriate collections before the product is ready for customers.

A product that reaches the catalog but is not yet in a collection is invisible to store browsers – that is intentional during setup but should not persist after the product is ready to sell.

Step 9: Review collection structure quarterly

As the catalog grows, review whether the collection structure still reflects how customers browse. Adjust, rename, or add collections as needed.

How Does It Connect to HighLevel?

• Product Catalog: Collections pull products from the Product Catalog. No product can appear in a collection unless it exists in the catalog first. The catalog is the inventory; collections are the display structure.
• E-Commerce Store: Collections are exclusively a feature of the HighLevel e-commerce store. They create the browsable category navigation that customers use to discover products on the storefront. The store’s design in the website builder controls how collections are laid out visually.
• Payment Integrations: When a customer adds a product from a collection to their cart and checks out, the payment processes through the connected processor – payment integrations must be configured for the store checkout to function.
• Funnel Builder: Collections are not used in funnel-based selling. Funnels use products from the catalog directly in order form elements. The collection structure is specific to the store browsing experience and has no role in funnel checkouts.
• Subscriptions: Recurring products can appear in collections on the store. When a customer selects a recurring product from a collection and checks out, the subscription billing cycle initiates through Stripe as it would for any recurring product purchase.

Common Questions

What are Product Collections in HighLevel?

Named groupings of related products that create the browsable category structure of the HighLevel e-commerce store. Like product categories on any standard online store – customers navigate by collection to find products relevant to their interest.

Where do I create Product Collections in HighLevel?

Go to Payments, then Products, and navigate to the Collections section. Click Create Collection to add a new one with a name, description, image, and assigned products.

How do Product Collections differ from the Product Catalog in HighLevel?

The catalog is the complete back-end list of all products. Collections are the front-end browsing structure – themed groupings of catalog products that customers see on the store.

The catalog is hidden from customers; collections are visible.

Can a product belong to multiple collections in HighLevel?

Yes. A product can be in as many collections as relevant – a primary category collection and a Best Sellers collection simultaneously, for example.

Do Product Collections work with the HighLevel e-commerce store?

Yes. Collections are specifically designed for the e-commerce store. They create the category navigation customers use to browse the storefront.

Can I add a collection image to a HighLevel Product Collection?

Yes. Each collection supports a cover image that appears on the store’s navigation and collection listing page. Use a clear, on-brand image that communicates what the collection contains.

How many products can I add to a single collection in HighLevel?

No stated fixed limit. Practically, collections of 10 to 20 focused products provide a better browsing experience than very large undifferentiated collections.

Are Product Collections used outside of the e-commerce store in HighLevel?

No. Collections are specifically for the e-commerce store browsing experience.

Funnel-based selling uses the product catalog directly in order form elements – collections are not part of funnel checkouts.

Can I control the order products appear in a collection?

Yes. Products within a collection can be ordered manually or sorted by criteria. Feature bestsellers and priority products at the top for maximum visibility.

Do I need Product Collections if I only sell through funnels in HighLevel?

No. Collections are only for the e-commerce store. If all products are sold through individual funnel checkout pages, the product catalog alone is sufficient and collections are not needed.

To Wrap It Up

Product Collections are a focused feature with a specific purpose: making a HighLevel e-commerce store browsable as the catalog grows. They do not add complexity to funnel-based selling – they simply do not apply to it.

The value of collections becomes apparent at around 10 products. Below that, a single product list is manageable.

Above that, customers benefit from a category structure that lets them navigate to what they want rather than scanning everything.

The curation collections – Best Sellers, New Arrivals, Featured – are often more commercially important than the category collections. They surface specific products to every visitor regardless of browsing intent, and they can be updated without affecting the primary category structure.

If the business uses the HighLevel e-commerce store and has more than about 8 products, setting up a collection structure before launch is significantly easier than retrofitting one after the store is live. Deciding category structure once, assigning products correctly from the start, and maintaining it as the catalog grows is far less work than reorganizing an already-live undifferentiated store.

Here is how to get started:

1. List all products in the catalog and group them into 3 to 7 natural categories
2. Go to Payments, then Products, then Collections
3. Create a collection for each category with a customer-facing name, brief description, and cover image
4. Assign all relevant catalog products to each collection
5. Create at least one curation collection – Best Sellers or Featured – and populate it with priority products
6. Set display order within each collection to feature priority items first
7. Add collections to the store’s navigation in the website builder
8. Assign new products to collections immediately when added to the catalog

A product in the catalog but not in any collection is invisible to store browsers. Make collection assignment part of the product creation checklist – every new product gets cataloged and assigned to at least one collection before it is considered ready for the store.