diff --git a/src/app/core/layout/store-layout/store-layout.component.ts b/src/app/core/layout/store-layout/store-layout.component.ts
index 98810f6..7e69a81 100644
--- a/src/app/core/layout/store-layout/store-layout.component.ts
+++ b/src/app/core/layout/store-layout/store-layout.component.ts
@@ -12,6 +12,7 @@ import { findMenu } from '../../services/menu.utils';
 import { CheckoutService } from '../../services/checkout.service';
 import { ToastService } from '../../services/toast.service';
 import { Category } from '../../services/tenant.interface';
+import { VariantAttributeValue } from '../../services/catalog/catalog.interface';
 
 @Component({
   selector: 'app-store-layout',
@@ -80,7 +81,7 @@ export class StoreLayoutComponent implements OnInit {
     if (selectedVariant) {
       attributes = Object.entries(selectedVariant.values).map(([label, value]) => ({
         label: this.formatAttributeLabel(label),
-        value: Array.isArray(value) ? value.join(', ') : value,
+        value: this.variantAttributeLabel(value),
       }));
     }
 
@@ -103,6 +104,14 @@ export class StoreLayoutComponent implements OnInit {
     return label.charAt(0).toUpperCase() + label.slice(1);
   }
 
+  private variantAttributeLabel(value: VariantAttributeValue): string {
+    if (typeof value === 'string') return value;
+    if (Array.isArray(value)) {
+      return value.map((item) => (typeof item === 'string' ? item : item.label)).join(', ');
+    }
+    return value.label;
+  }
+
   protected readonly currentYear = new Date().getFullYear();
   protected readonly tenant = this.tenantService.tenant;
   protected readonly user = this.authService.user;
diff --git a/src/app/core/services/cart/cart.interface.ts b/src/app/core/services/cart/cart.interface.ts
index 3145a6c..bc5b8ea 100644
--- a/src/app/core/services/cart/cart.interface.ts
+++ b/src/app/core/services/cart/cart.interface.ts
@@ -1,3 +1,5 @@
+import { VariantAttributeValue } from '../catalog/catalog.interface';
+
 export interface CartItemProduct {
   nombre: string;
   imagen: string | null;
@@ -8,7 +10,7 @@ export interface CartItemVariant {
   id: number;
   precio: string;
   stock_tecnico: number | null;
-  values: Record<string, string | string[]>;
+  values: Record<string, VariantAttributeValue>;
 }
 
 export interface CartItem {
diff --git a/src/app/core/services/catalog/catalog.interface.ts b/src/app/core/services/catalog/catalog.interface.ts
index 913546c..663c398 100644
--- a/src/app/core/services/catalog/catalog.interface.ts
+++ b/src/app/core/services/catalog/catalog.interface.ts
@@ -47,6 +47,17 @@ export interface ProductAttribute {
 
 export type InventoryPolicy = 'tracked' | 'unlimited';
 
+export interface VariantAttributeOptionValue {
+  value: string;
+  label: string;
+}
+
+export type VariantAttributeValue =
+  | VariantAttributeOptionValue
+  | VariantAttributeOptionValue[]
+  | string
+  | string[];
+
 export interface CatalogItemVariant {
   id: number;
   descripcion?: string | null;
@@ -59,7 +70,7 @@ export interface CatalogItemVariant {
   maximum_use_date?: string | null;
   effective_minimum_use_date?: string | null;
   effective_maximum_use_date?: string | null;
-  values: Record<string, string | string[]>;
+  values: Record<string, VariantAttributeValue>;
 }
 
 export interface SelectedCatalogItemVariant extends CatalogItemVariant {
@@ -98,7 +109,7 @@ export interface CatalogFeaturedItemVariant {
   descripcion?: string | null;
   precio?: string;
   stock_tecnico: number | null;
-  values: Record<string, string | string[]>;
+  values: Record<string, VariantAttributeValue>;
 }
 
 export interface CatalogFeaturedItem {
diff --git a/src/app/features/store/components/product-attribute-selector/product-attribute-selector.component.ts b/src/app/features/store/components/product-attribute-selector/product-attribute-selector.component.ts
index 3df839d..ca37395 100644
--- a/src/app/features/store/components/product-attribute-selector/product-attribute-selector.component.ts
+++ b/src/app/features/store/components/product-attribute-selector/product-attribute-selector.component.ts
@@ -14,6 +14,7 @@ import {
   InventoryPolicy,
   ProductAttribute,
   ProductAttributeOption,
+  VariantAttributeValue,
 } from '../../../../core/services/catalog/catalog.interface';
 
 @Component({
@@ -198,7 +199,7 @@ export class ProductAttributeSelectorComponent {
 
   private getVariantAttributeValues(
     attribute: ProductAttribute,
-    variantAttributes: Record<string, string | string[]>,
+    variantAttributes: Record<string, VariantAttributeValue>,
   ): string[] {
     const normalizedCodigo = this.normalizeText(attribute.codigo);
     const normalizedNombre = this.normalizeText(attribute.nombre);
@@ -207,7 +208,9 @@ export class ProductAttributeSelectorComponent {
       const normalizedKey = this.normalizeText(key);
 
       if (normalizedKey === normalizedCodigo || normalizedKey === normalizedNombre) {
-        return (Array.isArray(value) ? value : [value]).map((item) => this.normalizeText(item));
+        return (Array.isArray(value) ? value : [value]).map((item) =>
+          this.normalizeText(typeof item === 'string' ? item : item.value),
+        );
       }
     }
 
diff --git a/src/app/shared/components/product-vertical-with-cart-card/product-vertical-with-cart-card.component.html b/src/app/shared/components/product-vertical-with-cart-card/product-vertical-with-cart-card.component.html
index 267dd4b..ec3531d 100644
--- a/src/app/shared/components/product-vertical-with-cart-card/product-vertical-with-cart-card.component.html
+++ b/src/app/shared/components/product-vertical-with-cart-card/product-vertical-with-cart-card.component.html
@@ -28,8 +28,8 @@
               [ngModel]="selectedValues()[selector.key]"
               (ngModelChange)="onVariantValueChange(selector.key, $event)"
             >
-              @for (option of selector.options; track option) {
-                <option [ngValue]="option">{{ option }}</option>
+              @for (option of selector.options; track option.key) {
+                <option [ngValue]="option.value">{{ option.label }}</option>
               }
             </select>
           }
diff --git a/src/app/shared/components/product-vertical-with-cart-card/product-vertical-with-cart-card.component.spec.ts b/src/app/shared/components/product-vertical-with-cart-card/product-vertical-with-cart-card.component.spec.ts
index ef6fdca..aa8dbbf 100644
--- a/src/app/shared/components/product-vertical-with-cart-card/product-vertical-with-cart-card.component.spec.ts
+++ b/src/app/shared/components/product-vertical-with-cart-card/product-vertical-with-cart-card.component.spec.ts
@@ -136,6 +136,24 @@ describe('ProductVerticalWithCartCardComponent', () => {
     expect(selectors?.querySelector('app-quantity-selector')).toBeNull();
   });
 
+  it('uses the variant value for selection and renders its label', async () => {
+    const fixture = await createComponent();
+    fixture.componentRef.setInput('variants', [
+      {
+        id: 10,
+        values: { event_date: { value: '2', label: '10/10/2026 · 09:00 a 18:00' } },
+      },
+    ]);
+    fixture.detectChanges();
+
+    const option = fixture.nativeElement.querySelector(
+      '.product-vertical-with-cart-card__variant-select option',
+    ) as HTMLOptionElement;
+
+    expect(option.textContent?.trim()).toBe('10/10/2026 · 09:00 a 18:00');
+    expect((fixture.componentInstance as any).selectedValues()).toEqual({ event_date: '2' });
+  });
+
   it('places all variant selectors together below price and quantity', async () => {
     const fixture = await createComponent();
     fixture.componentRef.setInput('variants', [
diff --git a/src/app/shared/components/product-vertical-with-cart-card/product-vertical-with-cart-card.component.ts b/src/app/shared/components/product-vertical-with-cart-card/product-vertical-with-cart-card.component.ts
index c4a06e7..19e5dc6 100644
--- a/src/app/shared/components/product-vertical-with-cart-card/product-vertical-with-cart-card.component.ts
+++ b/src/app/shared/components/product-vertical-with-cart-card/product-vertical-with-cart-card.component.ts
@@ -13,18 +13,27 @@ import { FormsModule } from '@angular/forms';
 
 import { ButtonComponent } from '../button/button.component';
 import { QuantitySelectorComponent } from '../quantity-selector/quantity-selector.component';
+import { VariantAttributeValue } from '../../../core/services/catalog/catalog.interface';
+
+type VariantSelectionValue = string | string[];
 
 export interface VerticalCartVariant {
   id: number;
   descripcion?: string | null;
   precio?: string | number;
-  values: Record<string, string>;
+  values: Record<string, VariantAttributeValue>;
+}
+
+interface VariantSelectorOption {
+  key: string;
+  value: VariantSelectionValue;
+  label: string;
 }
 
 interface VariantSelector {
   key: string;
   label: string;
-  options: string[];
+  options: VariantSelectorOption[];
 }
 
 @Component({
@@ -46,7 +55,7 @@ export class ProductVerticalWithCartCardComponent {
   readonly buy = output<{ quantity: number; variant: number | null }>();
   readonly addToCart = output<{ quantity: number; variant: number | null }>();
 
-  protected readonly selectedValues = signal<Record<string, string>>({});
+  protected readonly selectedValues = signal<Record<string, VariantSelectionValue>>({});
 
   protected readonly selectedVariantData = computed(() =>
     this.variants().find((variant) => variant.id === this.selectedVariant()),
@@ -67,13 +76,7 @@ export class ProductVerticalWithCartCardComponent {
     return keys.map((key) => ({
       key,
       label: this.formatVariantLabel(key),
-      options: Array.from(
-        new Set(
-          variants
-            .map((variant) => variant.values[key])
-            .filter((value): value is string => Boolean(value)),
-        ),
-      ),
+      options: this.optionsFor(variants, key),
     }));
   });
 
@@ -92,17 +95,21 @@ export class ProductVerticalWithCartCardComponent {
 
         const selected =
           variants.find((variant) => variant.id === this.selectedVariant()) ?? variants[0];
-        this.selectedValues.set({ ...selected.values });
+        this.selectedValues.set(this.selectionValues(selected.values));
         this.selectedVariant.set(selected.id);
       });
     });
   }
 
-  protected onVariantValueChange(key: string, value: string): void {
+  protected onVariantValueChange(key: string, value: VariantSelectionValue): void {
     const values = { ...this.selectedValues(), [key]: value };
     const selectors = this.variantSelectors();
     const matchingVariant = this.variants().find((variant) =>
-      selectors.every((selector) => variant.values[selector.key] === values[selector.key]),
+      selectors.every(
+        (selector) =>
+          this.valueKey(this.selectionValue(variant.values[selector.key])) ===
+          this.valueKey(values[selector.key]),
+      ),
     );
 
     this.selectedValues.set(values);
@@ -117,6 +124,55 @@ export class ProductVerticalWithCartCardComponent {
     this.buy.emit({ quantity: this.quantity(), variant: this.selectedVariant() });
   }
 
+  private optionsFor(variants: VerticalCartVariant[], key: string): VariantSelectorOption[] {
+    const options = new Map<string, VariantSelectorOption>();
+
+    for (const variant of variants) {
+      const attributeValue = variant.values[key];
+      if (attributeValue === undefined) continue;
+
+      const value = this.selectionValue(attributeValue);
+      const optionKey = this.valueKey(value);
+      if (!options.has(optionKey)) {
+        options.set(optionKey, {
+          key: optionKey,
+          value,
+          label: this.selectionLabel(attributeValue),
+        });
+      }
+    }
+
+    return Array.from(options.values());
+  }
+
+  private selectionValues(
+    values: Record<string, VariantAttributeValue>,
+  ): Record<string, VariantSelectionValue> {
+    return Object.fromEntries(
+      Object.entries(values).map(([key, value]) => [key, this.selectionValue(value)]),
+    );
+  }
+
+  private selectionValue(value: VariantAttributeValue): VariantSelectionValue {
+    if (typeof value === 'string') return value;
+    if (Array.isArray(value)) {
+      return value.map((item) => (typeof item === 'string' ? item : item.value));
+    }
+    return value.value;
+  }
+
+  private selectionLabel(value: VariantAttributeValue): string {
+    if (typeof value === 'string') return value;
+    if (Array.isArray(value)) {
+      return value.map((item) => (typeof item === 'string' ? item : item.label)).join(', ');
+    }
+    return value.label;
+  }
+
+  private valueKey(value: VariantSelectionValue | undefined): string {
+    return JSON.stringify(value);
+  }
+
   private formatVariantLabel(key: string): string {
     const label = key.replace(/[_-]+/g, ' ');
     return label.charAt(0).toUpperCase() + label.slice(1);
diff --git a/src/app/shared/components/variant-selector/variant-selector.component.spec.ts b/src/app/shared/components/variant-selector/variant-selector.component.spec.ts
index 2440b05..0650008 100644
--- a/src/app/shared/components/variant-selector/variant-selector.component.spec.ts
+++ b/src/app/shared/components/variant-selector/variant-selector.component.spec.ts
@@ -38,4 +38,22 @@ describe('VariantSelectorComponent', () => {
       servicio: 'Cena',
     });
   });
+
+  it('renders labels while matching variants by value', async () => {
+    await TestBed.configureTestingModule({
+      imports: [VariantSelectorComponent],
+    }).compileComponents();
+    const fixture = TestBed.createComponent(VariantSelectorComponent);
+    fixture.componentRef.setInput('variants', [
+      {
+        value: 1,
+        values: { event_date: { value: '2', label: '10/10/2026 · 09:00 a 18:00' } },
+      },
+    ]);
+    fixture.detectChanges();
+
+    const option = fixture.nativeElement.querySelector('option') as HTMLOptionElement;
+    expect(option.textContent?.trim()).toBe('10/10/2026 · 09:00 a 18:00');
+    expect((fixture.componentInstance as any).selectedValues()).toEqual({ event_date: '2' });
+  });
 });
diff --git a/src/app/shared/components/variant-selector/variant-selector.component.ts b/src/app/shared/components/variant-selector/variant-selector.component.ts
index 0eaaf9b..78fa991 100644
--- a/src/app/shared/components/variant-selector/variant-selector.component.ts
+++ b/src/app/shared/components/variant-selector/variant-selector.component.ts
@@ -9,8 +9,9 @@ import {
   untracked,
 } from '@angular/core';
 import { FormsModule } from '@angular/forms';
+import { VariantAttributeValue } from '../../../core/services/catalog/catalog.interface';
 
-export type VariantAttributeValue = string | string[];
+type VariantSelectionValue = string | string[];
 
 export interface VariantSelectorVariant {
   value: unknown;
@@ -20,7 +21,7 @@ export interface VariantSelectorVariant {
 interface VariantSelectorOption {
   key: string;
   label: string;
-  value: VariantAttributeValue;
+  value: VariantSelectionValue;
 }
 
 interface VariantSelectorGroup {
@@ -43,7 +44,7 @@ export class VariantSelectorComponent {
   readonly disabled = input(false);
   readonly compact = input(false);
 
-  protected readonly selectedValues = signal<Record<string, VariantAttributeValue>>({});
+  protected readonly selectedValues = signal<Record<string, VariantSelectionValue>>({});
   protected readonly attributeKeys = computed(() =>
     Array.from(new Set(this.variants().flatMap((variant) => Object.keys(variant.values)))),
   );
@@ -56,7 +57,10 @@ export class VariantSelectorComponent {
       const previousKeys = keys.slice(0, index);
       const compatibleVariants = variants.filter((variant) =>
         previousKeys.every((previousKey) =>
-          this.sameValue(variant.values[previousKey], selectedValues[previousKey]),
+          this.sameValue(
+            this.selectionValue(variant.values[previousKey]),
+            selectedValues[previousKey],
+          ),
         ),
       );
 
@@ -82,13 +86,13 @@ export class VariantSelectorComponent {
 
         const selected =
           variants.find((variant) => Object.is(variant.value, selectedVariant)) ?? variants[0];
-        this.selectedValues.set({ ...selected.values });
+        this.selectedValues.set(this.selectionValues(selected.values));
         if (!Object.is(selected.value, selectedVariant)) this.selectedVariant.set(selected.value);
       });
     });
   }
 
-  protected onValueChange(key: string, value: VariantAttributeValue): void {
+  protected onValueChange(key: string, value: VariantSelectionValue): void {
     const variants = this.variants();
     const keys = this.attributeKeys();
     const changedIndex = keys.indexOf(key);
@@ -99,7 +103,7 @@ export class VariantSelectorComponent {
       const previousKeys = keys.slice(0, index);
       const compatibleVariants = variants.filter((variant) =>
         previousKeys.every((previousKey) =>
-          this.sameValue(variant.values[previousKey], values[previousKey]),
+          this.sameValue(this.selectionValue(variant.values[previousKey]), values[previousKey]),
         ),
       );
       const options = this.optionsFor(compatibleVariants, currentKey);
@@ -113,7 +117,7 @@ export class VariantSelectorComponent {
 
     const matchingVariant = variants.find((variant) =>
       keys.every((attributeKey) =>
-        this.sameValue(variant.values[attributeKey], values[attributeKey]),
+        this.sameValue(this.selectionValue(variant.values[attributeKey]), values[attributeKey]),
       ),
     );
 
@@ -125,14 +129,19 @@ export class VariantSelectorComponent {
     const options = new Map<string, VariantSelectorOption>();
 
     for (const variant of variants) {
-      const value = variant.values[key];
-      if (value === undefined || value === '') continue;
+      const attributeValue = variant.values[key];
+      if (attributeValue === undefined) continue;
+
+      const value = this.selectionValue(attributeValue);
+      if (value === undefined || value === '' || (Array.isArray(value) && value.length === 0)) {
+        continue;
+      }
 
       const optionKey = this.valueKey(value);
       if (!options.has(optionKey)) {
         options.set(optionKey, {
           key: optionKey,
-          label: Array.isArray(value) ? value.join(', ') : value,
+          label: this.selectionLabel(attributeValue),
           value,
         });
       }
@@ -142,18 +151,48 @@ export class VariantSelectorComponent {
   }
 
   private sameValue(
-    left: VariantAttributeValue | undefined,
-    right: VariantAttributeValue | undefined,
+    left: VariantSelectionValue | undefined,
+    right: VariantSelectionValue | undefined,
   ): boolean {
     return (
       left !== undefined && right !== undefined && this.valueKey(left) === this.valueKey(right)
     );
   }
 
-  private valueKey(value: VariantAttributeValue): string {
+  private valueKey(value: VariantSelectionValue): string {
     return JSON.stringify(value);
   }
 
+  private selectionValues(
+    values: Record<string, VariantAttributeValue>,
+  ): Record<string, VariantSelectionValue> {
+    return Object.fromEntries(
+      Object.entries(values).flatMap(([key, value]) => {
+        const selectionValue = this.selectionValue(value);
+        return selectionValue === undefined ? [] : [[key, selectionValue]];
+      }),
+    );
+  }
+
+  private selectionValue(
+    value: VariantAttributeValue | undefined,
+  ): VariantSelectionValue | undefined {
+    if (value === undefined) return undefined;
+    if (typeof value === 'string') return value;
+    if (Array.isArray(value)) {
+      return value.map((item) => (typeof item === 'string' ? item : item.value));
+    }
+    return value.value;
+  }
+
+  private selectionLabel(value: VariantAttributeValue): string {
+    if (typeof value === 'string') return value;
+    if (Array.isArray(value)) {
+      return value.map((item) => (typeof item === 'string' ? item : item.label)).join(', ');
+    }
+    return value.label;
+  }
+
   private formatVariantLabel(key: string): string {
     const label = key.replace(/[_-]+/g, ' ');
     return label.charAt(0).toUpperCase() + label.slice(1);