diff --git a/addons/product/__manifest__.py b/addons/product/__manifest__.py
index 8110888402a..b83af700149 100644
--- a/addons/product/__manifest__.py
+++ b/addons/product/__manifest__.py
@@ -32,8 +32,8 @@ Print product labels with barcode.
         'security/ir.model.access.csv',
 
         'wizard/product_label_layout_views.xml',
-
-        'views/product_views.xml',
+        'views/product_tag_views.xml',
+        'views/product_views.xml',  # To keep after product_tag_views.xml because it depends on it.
 
         'views/res_config_settings_views.xml',
         'views/product_attribute_views.xml',
@@ -43,7 +43,6 @@ Print product labels with barcode.
         'views/product_pricelist_views.xml',
         'views/product_supplierinfo_views.xml',
         'views/product_template_views.xml',
-        'views/product_tag_views.xml',
         'views/res_country_group_views.xml',
         'views/res_partner_views.xml',
 
diff --git a/addons/product/models/product_product.py b/addons/product/models/product_product.py
index a65385b74e5..5fa023607c2 100644
--- a/addons/product/models/product_product.py
+++ b/addons/product/models/product_product.py
@@ -64,7 +64,12 @@ class ProductProduct(models.Model):
         'product.packaging', 'product_id', 'Product Packages',
         help="Gives the different ways to package the same product.")
 
-    additional_product_tag_ids = fields.Many2many('product.tag', 'product_tag_product_product_rel')
+    additional_product_tag_ids = fields.Many2many(
+        string="Additional Product Tags",
+        comodel_name='product.tag',
+        relation='product_tag_product_product_rel',
+        domain="[('id', 'not in', product_tag_ids)]",
+    )
     all_product_tag_ids = fields.Many2many('product.tag', compute='_compute_all_product_tag_ids', search='_search_all_product_tag_ids')
 
     # all image fields are base64 encoded and PIL-supported
diff --git a/addons/product/models/product_tag.py b/addons/product/models/product_tag.py
index 278c26b73d3..71251e6e273 100644
--- a/addons/product/models/product_tag.py
+++ b/addons/product/models/product_tag.py
@@ -1,22 +1,34 @@
 # -*- coding: utf-8 -*-
 # Part of Odoo. See LICENSE file for full copyright and licensing details.
-from random import randint
 
-from odoo import api, fields, models
+from odoo import _, api, fields, models
 from odoo.osv import expression
 
 class ProductTag(models.Model):
     _name = 'product.tag'
     _description = 'Product Tag'
 
-    def _get_default_color(self):
-        return randint(1, 11)
+    def _get_default_template_id(self):
+        return self.env['product.template'].browse(self.env.context.get('product_template_id'))
 
-    name = fields.Char('Tag Name', required=True, translate=True)
-    color = fields.Integer('Color', default=_get_default_color)
+    def _get_default_variant_id(self):
+        return self.env['product.product'].browse(self.env.context.get('product_variant_id'))
 
-    product_template_ids = fields.Many2many('product.template', 'product_tag_product_template_rel')
-    product_product_ids = fields.Many2many('product.product', 'product_tag_product_product_rel')
+    name = fields.Char(string="Name", required=True, translate=True)
+    color = fields.Char(string="Color", default='#3C3C3C')
+    product_template_ids = fields.Many2many(
+        string="Product Templates",
+        comodel_name='product.template',
+        relation='product_tag_product_template_rel',
+        default=_get_default_template_id,
+    )
+    product_product_ids = fields.Many2many(
+        string="Product Variants",
+        comodel_name='product.product',
+        relation='product_tag_product_product_rel',
+        domain="[('attribute_line_ids', '!=', False), ('product_tmpl_id', 'not in', product_template_ids)]",
+        default=_get_default_variant_id,
+    )
     product_ids = fields.Many2many(
         'product.product', string='All Product Variants using this Tag',
         compute='_compute_product_ids', search='_search_product_ids'
@@ -31,6 +43,13 @@ class ProductTag(models.Model):
         for tag in self:
             tag.product_ids = tag.product_template_ids.product_variant_ids | tag.product_product_ids
 
+    @api.returns(None, lambda value: value[0])
+    def copy_data(self, default=None):
+        default = default or {}
+        if not default.get('name'):
+            default['name'] = _('%s (copy)', self.name)
+        return super().copy_data(default=default)
+
     def _search_product_ids(self, operator, operand):
         if operator in expression.NEGATIVE_TERM_OPERATORS:
             return [('product_template_ids.product_variant_ids', operator, operand), ('product_product_ids', operator, operand)]
diff --git a/addons/product/models/product_template.py b/addons/product/models/product_template.py
index e9e26c63822..755e182b7da 100644
--- a/addons/product/models/product_template.py
+++ b/addons/product/models/product_template.py
@@ -143,7 +143,11 @@ class ProductTemplate(models.Model):
         ('1', 'Favorite'),
     ], default='0', string="Favorite")
 
-    product_tag_ids = fields.Many2many('product.tag', 'product_tag_product_template_rel', string='Product Tags')
+    product_tag_ids = fields.Many2many(
+        string="Product Template Tags",
+        comodel_name='product.tag',
+        relation='product_tag_product_template_rel',
+    )
 
     def _compute_item_count(self):
         for template in self:
diff --git a/addons/product/views/product_tag_views.xml b/addons/product/views/product_tag_views.xml
index 00791f655ba..c4d3c1b8103 100644
--- a/addons/product/views/product_tag_views.xml
+++ b/addons/product/views/product_tag_views.xml
@@ -10,12 +10,16 @@
                     <group>
                         <group>
                             <field name="name"/>
-                            <field name="color" widget="color_picker"/>
+                            <field name="color" widget="color"/>
                         </group>
                     </group>
                     <group>
-                        <field name="product_ids" widget="many2many_tags"
-                               attrs="{'invisible':[('product_ids','=',[])]}"/>
+                        <field name="product_template_ids" widget="many2many_tags"/>
+                        <field name="product_product_ids" widget="many2many_tags"/>
+                        <field name="product_ids"
+                               widget="many2many_tags"
+                               attrs="{'invisible': [('product_ids', '=', [])]}"
+                        />
                     </group>
                 </sheet>
             </form>
@@ -25,9 +29,11 @@
         <field name="name">product.tag.tree</field>
         <field name="model">product.tag</field>
         <field name="arch" type="xml">
-            <tree string="Product Tags">
+            <tree string="Product Tags" multi_edit="1">
                 <field name="name"/>
-                <field name="color" widget="color_picker"/>
+                <field name="product_template_ids" widget="many2many_tags" optional="show"/>
+                <field name="product_product_ids" widget="many2many_tags" string="Product Variant" optional="show"/>
+                <field name="color" widget="color" readonly="1" optional="hide"/>
             </tree>
         </field>
     </record>
@@ -36,6 +42,7 @@
         <field name="res_model">product.tag</field>
         <field name="view_mode">tree,form</field>
         <field name="view_id" eval="False"/>
+        <field name="context">{'create': True}</field>
         <field name="help" type="html">
           <p class="o_view_nocontent_smiling_face">
             Define a new tag
diff --git a/addons/product/views/product_template_views.xml b/addons/product/views/product_template_views.xml
index 4c49b7abcad..7bb76d0ce9d 100644
--- a/addons/product/views/product_template_views.xml
+++ b/addons/product/views/product_template_views.xml
@@ -15,7 +15,7 @@
                 <field name="priority" widget="priority" optional="show" nolabel="1"/>
                 <field name="name" string="Product Name"/>
                 <field name="default_code" optional="show"/>
-                <field name="product_tag_ids" string="Tags" widget="many2many_tags" options="{'color_field': 'color'}" optional="show"/>
+                <field name="product_tag_ids" widget="many2many_tags" optional="show"/>
                 <field name="barcode" optional="hide" attrs="{'readonly': [('product_variant_count', '!=', 1)]}"/>
                 <field name="company_id" options="{'no_create': True}"
                     groups="base.group_multi_company" optional="hide"/>
diff --git a/addons/product/views/product_views.xml b/addons/product/views/product_views.xml
index f10e997e767..f11c1d42394 100644
--- a/addons/product/views/product_views.xml
+++ b/addons/product/views/product_views.xml
@@ -82,7 +82,11 @@
                                         </span>
                                     </div>
                                     <field name="categ_id" string="Product Category"/>
-                                    <field name="product_tag_ids" widget="many2many_tags" options="{'color_field': 'color'}"/>
+                                    <label for="product_tag_ids"/>
+                                    <div>
+                                        <field name="product_tag_ids" widget="many2many_tags" class="oe_inline" context="{'product_template_id': id}"/>
+                                        <button name="%(product_tag_action)d" icon="oi-arrow-right" title="Tags" type="action" class="btn-link"/>
+                                    </div>
                                     <field name="company_id" groups="base.group_multi_company"
                                         options="{'no_create': True}"/>
                                     <field name="currency_id" invisible="1"/>
@@ -283,8 +287,12 @@
                                 </div>
                             </group>
                             <group name="tags" string="Tags">
-                                <field name="product_tag_ids" string="Product Template Tags" widget="many2many_tags" readonly="1" options="{'no_open': True, 'color_field': 'color'}"/>
-                                <field name="additional_product_tag_ids" widget="many2many_tags" options="{'color_field': 'color', 'no_edit_color': 1}"/>
+                                <field name="product_tag_ids" widget="many2many_tags" readonly="1"/>
+                                <label for="additional_product_tag_ids"/>
+                                <div>
+                                    <field name="additional_product_tag_ids" widget="many2many_tags" class="oe_inline" context="{'product_variant_id': id}"/>
+                                    <button name="%(product_tag_action)d" icon="oi-arrow-right" title="Tags" type="action" class="btn-link"/>
+                                </div>
                             </group>
                         </group>
                         <group>
@@ -338,7 +346,8 @@
                     <field name="lst_price" optional="show" string="Sales Price"/>
                     <field name="standard_price" optional="show"/>
                     <field name="categ_id" optional="hide"/>
-                    <field name="product_tag_ids" string="Tags" widget="many2many_tags" options="{'color_field': 'color', 'no_edit_color': 1}" optional="hide"/>
+                    <field name="product_tag_ids" widget="many2many_tags" readonly="1" optional="hide"/>
+                    <field name="additional_product_tag_ids" widget="many2many_tags" optional="hide"/>
                     <field name="type" optional="hide" readonly="1"/>
                     <field name="uom_id" string="Unit" groups="uom.group_uom" optional="show" readonly="1"/>
                     <field name="product_tmpl_id" invisible="1" readonly="1"/>
@@ -388,7 +397,7 @@
                     <attribute name="options">{'no_open': true}</attribute>
                 </field>
                 <field name="product_tag_ids" position="after">
-                    <field name="additional_product_tag_ids" options="{'color_field': 'color', 'no_edit_color': 1}"/>
+                    <field name="additional_product_tag_ids"/>
                 </field>
             </field>
         </record>
diff --git a/addons/website_sale/controllers/main.py b/addons/website_sale/controllers/main.py
index 722e0ead5a8..d3d2b39403a 100644
--- a/addons/website_sale/controllers/main.py
+++ b/addons/website_sale/controllers/main.py
@@ -81,7 +81,7 @@ class TableCompute(object):
                     self.table[(pos // ppr) + y2][(pos % ppr) + x2] = False
             self.table[pos // ppr][pos % ppr] = {
                 'product': p, 'x': x, 'y': y,
-                'ribbon': p.sudo()._get_website_ribbon(),
+                'ribbon': p.sudo().website_ribbon_id,
             }
             if index <= ppg:
                 maxy = max(maxy, y + (pos // ppr))
@@ -225,7 +225,8 @@ class WebsiteSale(http.Controller):
                 yield {'loc': loc}
 
     def _get_search_options(
-        self, category=None, attrib_values=None, min_price=0.0, max_price=0.0, conversion_rate=1, **post
+        self, category=None, attrib_values=None, tags=None, min_price=0.0, max_price=0.0,
+        conversion_rate=1, **post
     ):
         return {
             'displayDescription': True,
@@ -235,6 +236,7 @@ class WebsiteSale(http.Controller):
             'displayImage': True,
             'allowFuzzy': not post.get('noFuzzy'),
             'category': str(category.id) if category else None,
+            'tags': tags,
             'min_price': min_price / conversion_rate,
             'max_price': max_price / conversion_rate,
             'attrib_values': attrib_values,
@@ -251,11 +253,14 @@ class WebsiteSale(http.Controller):
 
         return fuzzy_search_term, product_count, search_result
 
-    def _shop_get_query_url_kwargs(self, category, search, min_price, max_price, attrib=None, order=None, **post):
+    def _shop_get_query_url_kwargs(
+        self, category, search, min_price, max_price, attrib=None, order=None, tags=None, **post
+    ):
         return {
             'category': category,
             'search': search,
             'attrib': attrib,
+            'tags': tags,
             'min_price': min_price,
             'max_price': max_price,
             'order': order,
@@ -291,6 +296,7 @@ class WebsiteSale(http.Controller):
             category = Category
 
         website = request.env['website'].get_current_website()
+        website_domain = website.website_domain()
         if ppg:
             try:
                 ppg = int(ppg)
@@ -302,11 +308,28 @@ class WebsiteSale(http.Controller):
 
         ppr = website.shop_ppr or 4
 
-        attrib_list = request.httprequest.args.getlist('attrib')
+        request_args = request.httprequest.args
+        attrib_list = request_args.getlist('attrib')
         attrib_values = [[int(x) for x in v.split("-")] for v in attrib_list if v]
         attributes_ids = {v[0] for v in attrib_values}
         attrib_set = {v[1] for v in attrib_values}
 
+        filter_by_tags_enabled = website.is_view_active('website_sale.filter_products_tags')
+        if filter_by_tags_enabled:
+            tags = request_args.getlist('tags')
+            # Allow only numeric tag values to avoid internal error.
+            if tags and all(tag.isnumeric() for tag in tags):
+                post['tags'] = tags
+                tags = {int(tag) for tag in tags}
+            else:
+                post['tags'] = None
+                tags = {}
+            ProductTag = request.env['product.tag']
+            all_tags = ProductTag.search(
+                [('product_ids.is_published', '=', True), ('visible_on_ecommerce', '=', True)]
+                + website_domain
+            )
+
         keep = QueryURL('/shop', **self._shop_get_query_url_kwargs(category and int(category), search, min_price, max_price, **post))
 
         now = datetime.timestamp(datetime.now())
@@ -375,7 +398,6 @@ class WebsiteSale(http.Controller):
                     max_price = max_price if max_price >= available_min_price else available_max_price
                     post['max_price'] = max_price
 
-        website_domain = website.website_domain()
         categs_domain = [('parent_id', '=', False)] + website_domain
         if search:
             search_categories = Category.search(
@@ -443,6 +465,8 @@ class WebsiteSale(http.Controller):
             values['max_price'] = max_price or available_max_price
             values['available_min_price'] = tools.float_round(available_min_price, 2)
             values['available_max_price'] = tools.float_round(available_max_price, 2)
+        if filter_by_tags_enabled:
+            values.update({'all_tags': all_tags, 'tags': tags})
         if category:
             values['main_object'] = category
         values.update(self._get_additional_shop_values(values))
@@ -606,6 +630,7 @@ class WebsiteSale(http.Controller):
             'category': category,
             'search': search,
             'attrib': attrib,
+            'tags': kwargs.get('tags'),
             'min_price': kwargs.get('min_price'),
             'max_price': kwargs.get('max_price'),
         }
diff --git a/addons/website_sale/models/product_product.py b/addons/website_sale/models/product_product.py
index 969888268ce..36036a6460f 100644
--- a/addons/website_sale/models/product_product.py
+++ b/addons/website_sale/models/product_product.py
@@ -13,6 +13,7 @@ class Product(models.Model):
     product_variant_image_ids = fields.One2many('product.image', 'product_variant_id', string="Extra Variant Images")
 
     website_url = fields.Char('Website URL', compute='_compute_product_website_url', help='The full URL to access the document through the website.')
+    ribbon_id = fields.Many2one(string="Variant Ribbon", comodel_name='product.ribbon')
 
     base_unit_count = fields.Float('Base Unit Count', required=True, default=1, help="Display base unit price on your eCommerce pages. Set to 0 to hide it for this product.")
     base_unit_id = fields.Many2one('website.base.unit', string='Custom Unit of Measure', help="Define a custom unit to display in the price per unit of measure field.")
diff --git a/addons/website_sale/models/product_ribbon.py b/addons/website_sale/models/product_ribbon.py
index 71b59523e38..54424354fdd 100644
--- a/addons/website_sale/models/product_ribbon.py
+++ b/addons/website_sale/models/product_ribbon.py
@@ -17,4 +17,3 @@ class ProductRibbon(models.Model):
     bg_color = fields.Char(string='Ribbon background color', required=False)
     text_color = fields.Char(string='Ribbon text color', required=False)
     html_class = fields.Char(string='Ribbon class', required=True, default='')
-    product_tag_ids = fields.One2many('product.tag', 'ribbon_id', string='Product Tags')
diff --git a/addons/website_sale/models/product_tag.py b/addons/website_sale/models/product_tag.py
index 24556828b89..ad6749f16f0 100644
--- a/addons/website_sale/models/product_tag.py
+++ b/addons/website_sale/models/product_tag.py
@@ -7,4 +7,9 @@ class ProductTag(models.Model):
     _name = 'product.tag'
     _inherit = ['website.multi.mixin', 'product.tag']
 
-    ribbon_id = fields.Many2one('product.ribbon', string='Ribbon')
+    visible_on_ecommerce = fields.Boolean(
+        string="Visible on eCommerce",
+        help="Whether the tag is displayed on the eCommerce.",
+        default=True,
+    )
+    image = fields.Image(string="Image", max_width=50, max_height=50)
diff --git a/addons/website_sale/models/product_template.py b/addons/website_sale/models/product_template.py
index f4b4e8d9f29..3b2adc492ca 100644
--- a/addons/website_sale/models/product_template.py
+++ b/addons/website_sale/models/product_template.py
@@ -241,10 +241,9 @@ class ProductTemplate(models.Model):
         """
         self.ensure_one()
 
-        current_website = False
+        current_website = self.env['website'].get_current_website()
 
         if self.env.context.get('website_id'):
-            current_website = self.env['website'].get_current_website()
             if not pricelist:
                 pricelist = current_website.get_current_pricelist()
 
@@ -252,8 +251,17 @@ class ProductTemplate(models.Model):
             combination=combination, product_id=product_id, add_qty=add_qty, pricelist=pricelist,
             parent_combination=parent_combination, only_template=only_template)
 
+        product = self.env['product.product'].browse(combination_info['product_id'])
+
+        if current_website.is_view_active('website_sale.product_tags'):
+            combination_info['product_tags'] = self.env['ir.ui.view']._render_template(
+                'website_sale.product_tags', values={
+                    'all_product_tags': product.all_product_tag_ids.filtered('visible_on_ecommerce')
+                }
+            )
+
         if self.env.context.get('website_id'):
-            product = self.env['product.product'].browse(combination_info['product_id']) or self
+            product = product or self
             partner = self.env.user.partner_id
             company_id = current_website.company_id
             currency = current_website.currency_id
@@ -402,12 +410,6 @@ class ProductTemplate(models.Model):
             if product.id:
                 product.website_url = "/shop/%s" % slug(product)
 
-
-    def _get_website_ribbon(self):
-        if self.website_ribbon_id:
-            return self.website_ribbon_id
-        return self.product_tag_ids.ribbon_id[:1] or self.product_variant_ids.additional_product_tag_ids.ribbon_id[:1]
-
     @api.model
     def _get_alternative_product_filter(self):
         return self.env.ref('website_sale.dynamic_filter_cross_selling_alternative_products').id
@@ -442,11 +444,14 @@ class ProductTemplate(models.Model):
         with_price = options['displayDetail']
         domains = [website.sale_product_domain()]
         category = options.get('category')
+        tags = options.get('tags')
         min_price = options.get('min_price')
         max_price = options.get('max_price')
         attrib_values = options.get('attrib_values')
         if category:
             domains.append([('public_categ_ids', 'child_of', unslug(category)[1])])
+        if tags:
+            domains.append([('product_variant_ids.all_product_tag_ids', 'in', tags)])
         if min_price:
             domains.append([('list_price', '>=', min_price)])
         if max_price:
diff --git a/addons/website_sale/static/src/js/sale_variant_mixin.js b/addons/website_sale/static/src/js/sale_variant_mixin.js
index c97c552c3d1..30c8bbb58f4 100644
--- a/addons/website_sale/static/src/js/sale_variant_mixin.js
+++ b/addons/website_sale/static/src/js/sale_variant_mixin.js
@@ -600,6 +600,11 @@ var VariantMixin = {
             .text(combination.price)
             .trigger('change');
 
+        $parent
+            .find('.o_product_tags')
+            .first()
+            .html(combination.product_tags);
+
         this.handleCustomValues($(ev.target));
     },
 
diff --git a/addons/website_sale/static/src/scss/website_sale.scss b/addons/website_sale/static/src/scss/website_sale.scss
index 59cbde388fe..d9fcc30df40 100644
--- a/addons/website_sale/static/src/scss/website_sale.scss
+++ b/addons/website_sale/static/src/scss/website_sale.scss
@@ -755,3 +755,7 @@ a.no-decoration {
         border-radius: 50%;
     }
 }
+
+.o_product_tag_img {
+    height: 2rem;
+}
diff --git a/addons/website_sale/views/product_tag_views.xml b/addons/website_sale/views/product_tag_views.xml
index 210525e08b2..9569aa80870 100644
--- a/addons/website_sale/views/product_tag_views.xml
+++ b/addons/website_sale/views/product_tag_views.xml
@@ -7,8 +7,13 @@
         <field name="model">product.tag</field>
         <field name="inherit_id" ref="product.product_tag_form_view"/>
         <field name="arch" type="xml">
+            <xpath expr="//field[@name='color']/.." position="after">
+                <group>
+                    <field name="visible_on_ecommerce"/>
+                </group>
+            </xpath>
             <field name="color" position="after">
-                <field name="ribbon_id"/>
+                <field name="image" widget="image" options="{'size': [0, 55]}"/>
             </field>
         </field>
     </record>
@@ -19,16 +24,12 @@
         <field name="inherit_id" ref="product.product_tag_tree_view"/>
         <field name="arch" type="xml">
             <field name="name" position="after">
-                <field name="ribbon_id"/>
+                <field name="visible_on_ecommerce" optional="show"/>
+            </field>
+            <field name="color" position="after">
+                <field name="image" widget="image" options="{'size': [0, 30]}" optional="hide"/>
             </field>
         </field>
     </record>
 
-    <record id="product_public_tags_action" model="ir.actions.act_window">
-        <field name="name">Product Tags</field>
-        <field name="res_model">product.tag</field>
-        <field name="view_mode">tree,form</field>
-        <field name="view_id" eval="False"/>
-    </record>
-
 </odoo>
diff --git a/addons/website_sale/views/product_views.xml b/addons/website_sale/views/product_views.xml
index 31605478600..31ac8626256 100644
--- a/addons/website_sale/views/product_views.xml
+++ b/addons/website_sale/views/product_views.xml
@@ -22,6 +22,9 @@
                 <field name="website_id" groups="website.group_multi_website" optional="show"/>
                 <field name="is_published" string="Is Published" optional="hide"/>
             </field>
+            <field name="additional_product_tag_ids" position="after">
+                <field name="ribbon_id" options="{'no_quick_create': True}" optional="hide"/>
+            </field>
         </field>
     </record>
 
@@ -188,6 +191,9 @@
                 <group name="product_variant_images" string="Extra Variant Media">
                     <field name="product_variant_image_ids" class="o_website_sale_image_list" context="{'default_name': name}" mode="kanban" add-label="Add a Media" nolabel="1"/>
                 </group>
+                <group name="sales" string="Sales" groups="base.group_no_one">
+                    <field name="ribbon_id" options="{'no_quick_create': True}"/>
+                </group>
             </group>
         </field>
     </record>
@@ -209,11 +215,6 @@
                             <field name="bg_color"/>
                         </group>
                     </group>
-                    <group string="Products">
-                        <group>
-                            <field name="product_tag_ids" widget="many2many_tags" options="{'color_field': 'color', 'no_edit_color': 1}"/>
-                        </group>
-                    </group>
                 </sheet>
             </form>
         </field>
diff --git a/addons/website_sale/views/snippets/snippets.xml b/addons/website_sale/views/snippets/snippets.xml
index f8439986f65..a20bcf487a1 100644
--- a/addons/website_sale/views/snippets/snippets.xml
+++ b/addons/website_sale/views/snippets/snippets.xml
@@ -120,6 +120,13 @@
                          data-dependencies="attributes_opt, attributes_opt_top"
                          data-no-preview="true"
                          data-reload="/"/>
+            <we-checkbox string="Product Tags Filter"
+                         class="o_we_sublevel_1"
+                         data-customize-website-views="website_sale.filter_products_tags"
+                         data-dependencies="attributes_opt, attributes_opt_top"
+                         data-no-preview="true"
+                         data-reload="/"
+            />
             <we-row string="Top Bar" class="o_we_full_row">
                 <we-button string="Sort by"
                            data-customize-website-views="website_sale.sort"
@@ -184,7 +191,7 @@
                 <we-input string="Content" class="o_we_sublevel_1 o_we_large"
                           data-set-ribbon-html="Badge Text" data-apply-to=".o_ribbon"/>
                 <we-colorpicker string="Background" class="o_we_sublevel_1"
-                                title="" data-select-style="" data-css-property="background-color" data-color-prefix="bg-" data-apply-to=".o_ribbon"/>
+                                title="" data-select-style="" data-css-property="background-color" data-color-prefix="text-bg-" data-apply-to=".o_ribbon"/>
                 <we-colorpicker string="Text" class="o_we_sublevel_1"
                                 title="" data-select-style="" data-css-property="color" data-apply-to=".o_ribbon"/>
                 <we-select string="Style" class="o_we_sublevel_1">
@@ -242,6 +249,11 @@
                 <we-button data-name="variants_options_opt" data-customize-website-views="">Options</we-button>
                 <we-button data-name="variants_products_list_opt" data-customize-website-views="website_sale.product_variants">Products List</we-button>
             </we-select>
+            <we-checkbox string="Product Tags"
+                         data-customize-website-views="website_sale.product_tags"
+                         data-no-preview="true"
+                         data-reload="/"
+            />
             <we-row string="Cart" class="o_we_full_row" data-name="o_wsale_buy_now_opt">
                 <we-button title="Buy Now" class="o_we_buy_now_btn"
                            data-customize-website-views="website_sale.product_buy_now"
diff --git a/addons/website_sale/views/templates.xml b/addons/website_sale/views/templates.xml
index 6aabf5770ad..5c9ba7164a7 100644
--- a/addons/website_sale/views/templates.xml
+++ b/addons/website_sale/views/templates.xml
@@ -275,6 +275,7 @@
             <t t-set="opt_wsale_categories" t-value="is_view_active('website_sale.products_categories')"/>
             <t t-set="opt_wsale_attributes" t-value="is_view_active('website_sale.products_attributes')"/>
             <t t-set="opt_wsale_filter_price" t-value="is_view_active('website_sale.filter_products_price')"/>
+            <t t-set="opt_wsale_filter_tags" t-value="is_view_active('website_sale.filter_products_tags')"/>
 
             <t t-set="opt_wsale_categories_top" t-value="is_view_active('website_sale.products_categories_top')"/>
             <t t-set="opt_wsale_attributes_top" t-value="is_view_active('website_sale.products_attributes_top')"/>
@@ -340,7 +341,7 @@
                                         data-bs-toggle="offcanvas"
                                         data-bs-target="#o_wsale_offcanvas">
                                     <i class="fa fa-sliders"/>
-                                    <span t-if="isFilteringByPrice or attrib_set" t-attf-class="position-absolute top-0 start-100 translate-middle badge border border-{{navClass}} rounded-circle bg-danger p-1"><span class="visually-hidden">filters active</span></span>
+                                    <span t-if="isFilteringByPrice or attrib_set or tags" t-attf-class="position-absolute top-0 start-100 translate-middle badge border border-{{navClass}} rounded-circle bg-danger p-1"><span class="visually-hidden">filters active</span></span>
                                 </button>
                             </div>
 
@@ -649,6 +650,37 @@
                             </div>
                         </div>
                     </t>
+                    <t t-if="opt_wsale_filter_tags and (opt_wsale_attributes or opt_wsale_attributes_top)">
+                        <t t-set="_status" t-value="'inactive'"/>
+                        <t t-foreach="all_tags" t-as="v" t-if="v.id in tags" t-set="_status" t-value="'active'"/>
+                        <div t-if="all_tags">
+                            <h2 class="accordion-header mb-0" t-attf-id="o_wsale_offcanvas_tags_header">
+                                <button t-attf-class="o_wsale_offcanvas_title accordion-button border-top rounded-0 {{ not tags and 'collapsed'}}"
+                                        type="button"
+                                        t-att-data-status="_status"
+                                        data-bs-toggle="collapse"
+                                        t-attf-data-bs-target="#o_wsale_offcanvas_tags"
+                                        t-att-aria-expanded="_status == 'active' and 'True' or 'False'"
+                                        t-attf-aria-controls="o_wsale_offcanvas_tags"
+                                >
+                                    <b>Tags</b>
+                                </button>
+                            </h2>
+                            <div t-attf-id="o_wsale_offcanvas_tags"
+                                 t-attf-class="accordion-collapse collapse {{ (_status == 'active') and 'show'}}"
+                                 t-att-aria-expanded="(_status == 'active') and 'True' or 'False'"
+                                 t-attf-aria-labelledby="o_wsale_offcanvas_tags_header"
+                            >
+                                <div class="accordion-body pt-0">
+                                    <div class="list-group list-group-flush">
+                                        <t t-call="website_sale.filter_products_tags_list">
+                                            <t t-set="all_tags" t-value="all_tags"/>
+                                        </t>
+                                    </div>
+                                </div>
+                            </div>
+                        </div>
+                    </t>
                 </form>
 
                 <t t-if="opt_wsale_filter_price and (opt_wsale_attributes or opt_wsale_attributes_top)"
@@ -658,8 +690,8 @@
                 </t>
             </div>
             <div class="offcanvas-body d-flex justify-content-between flex-grow-0 border-top overflow-hidden">
-                <a t-attf-class="btn btn-{{navClass}} d-flex py-1 mb-2 {{(not attrib_values and not isFilteringByPrice) and 'disabled' }}"
-                   t-att-aria-disabled="(not attrib_values and not isFilteringByPrice) and 'true' or 'false'"
+                <a t-attf-class="btn btn-{{navClass}} d-flex py-1 mb-2 {{(not attrib_values and not isFilteringByPrice and not tags) and 'disabled' }}"
+                   t-att-aria-disabled="(not attrib_values and not isFilteringByPrice and not tags) and 'true' or 'false'"
                    href="/shop"
                    title="Clear Filters">
                     Clear Filters
@@ -800,11 +832,11 @@
         <xpath expr="//div[hasclass('products_attributes_filters')]" position="inside">
             <div id="wsale_products_attributes_collapse"
                  class=" position-relative">
-                <form t-if="attributes" class="js_attributes position-relative mb-2" method="get">
+                <form t-if="attributes or all_tags" class="js_attributes position-relative mb-2" method="get">
                     <input t-if="category" type="hidden" name="category" t-att-value="category.id" />
                     <input type="hidden" name="search" t-att-value="search" />
                     <input type="hidden" name="order" t-att-value="order"/>
-                    <a t-if="attrib_values" t-att-href="keep('/shop'+ ('/category/'+slug(category)) if category else None, attrib=0)" t-attf-class="btn btn-{{navClass}} d-flex py-1 mb-2">
+                    <a t-if="attrib_values or tags" t-att-href="keep('/shop'+ ('/category/'+slug(category)) if category else None, attrib=0, tags=0)" t-attf-class="btn btn-{{navClass}} d-flex py-1 mb-2">
                         <small class="mx-auto"><b>Clear Filters</b></small>
                         <i class="oi oi-close"/>
                     </a>
@@ -842,6 +874,11 @@
                             </div>
                         </div>
                     </t>
+                    <t t-if="opt_wsale_filter_tags and opt_wsale_attributes"
+                       t-call="website_sale.filter_products_tags"
+                    >
+                        <t t-set="all_tags" t-value="all_tags"/>
+                    </t>
                 </form>
             </div>
         </xpath>
@@ -863,6 +900,34 @@
         </div>
     </template>
 
+    <template id="filter_products_tags" name="Filter by Tags" active="True">
+        <div t-if="all_tags">
+            <h6 class="mb-3">
+                <b>Tags</b>
+            </h6>
+            <div class="flex-column mb-3">
+                <t t-call="website_sale.filter_products_tags_list">
+                    <t t-set="all_tags" t-value="all_tags"/>
+                </t>
+            </div>
+        </div>
+    </template>
+
+    <template id="filter_products_tags_list">
+        <t t-foreach="all_tags" t-as="tag" class="list-group-item border-0 ps-0 pb-0">
+            <div class="form-check mb-1">
+                <input type="checkbox"
+                       name="tags"
+                       class="form-check-input"
+                       t-att-id="tag.id"
+                       t-att-value="tag.id"
+                       t-att-checked="'checked' if tag.id in tags else None"
+                />
+                <label class="form-check-label fw-normal" t-att-for="tag.id" t-field="tag.name"/>
+            </div>
+        </t>
+    </template>
+
     <template id="products_list_view" inherit_id="website_sale.products" active="False" name="List View (by default)">
         <xpath expr="//div[@id='products_grid']" position="after">
             <!-- Nothing to do, this view is only meant to allow the server -->
@@ -959,7 +1024,6 @@
                                         <input type="hidden" class="product_id" name="product_id" t-att-value="product_variant.id" />
                                         <input type="hidden" class="product_template_id" name="product_template_id" t-att-value="product.id" />
                                         <input t-if="product.public_categ_ids.ids" type="hidden" class="product_category_id" name="product_category_id" t-att-value="product.public_categ_ids.ids[0]" />
-                                        <input t-if="product.product_tag_ids.ids" type="hidden" class="product_tag_id" name="product_tag_id" t-att-value="product.product_tag_ids.ids[0]" />
                                         <t t-if="combination" t-call="website_sale.variants">
                                             <t t-set="ul_class" t-valuef="flex-column" />
                                             <t t-set="parent_combination" t-value="None" />
@@ -992,6 +1056,9 @@
                                             </div>
                                         </section>
                                     </div>
+                                    <t t-if="is_view_active('website_sale.product_tags')" t-call="website_sale.product_tags">
+                                        <t t-set="all_product_tags" t-value="product_variant.all_product_tag_ids"/>
+                                    </t>
                                 </div>
                             </form>
                             <p t-elif="not product.active" class="alert alert-warning">This product is no longer available.</p>
@@ -1023,6 +1090,29 @@
     </t>
     </template>
 
+    <template id="product_tags" name="Product Tags" active="True">
+        <div class="o_product_tags o_field_tags d-flex flex-wrap align-items-center gap-2 mb16 mt-2">
+            <t t-foreach="all_product_tags" t-as="tag">
+                <t t-if="tag.visible_on_ecommerce">
+                    <span t-if="tag.image"
+                          class="order-0"
+                          t-field="tag.image"
+                          t-options="{'widget': 'image', 'class': 'o_product_tag_img rounded'}"
+                    />
+                    <span t-else="" class="position-relative order-1 py-1 px-2">
+                        <span class="position-absolute top-0 start-0 w-100 h-100 rounded"
+                              t-attf-style="background-color: #{tag.color}; opacity: .2;"
+                        />
+                        <span class="text-nowrap small"
+                              t-attf-style="color: #{tag.color}"
+                              t-field="tag.name"
+                        />
+                    </span>
+                </t>
+            </t>
+        </div>
+    </template>
+
     <template id="alternative_products" name="Alternative Products" inherit_id="website_sale.product" active="True">
         <div itemprop="description" position="after">
             <div class="oe_structure oe_structure_solo oe_unremovable oe_unmovable" id="oe_structure_website_sale_recommended_products" t-ignore="true" t-if="product.alternative_product_ids">
@@ -2357,6 +2447,10 @@
     <!-- Product page images -->
     <template id="website_sale.shop_product_images" name="Shop Product Images">
         <t t-set="product_images" t-value="product_variant._get_images() if product_variant else product._get_images()"/>
+        <t t-set="ribbon" t-value="product_variant.sudo().ribbon_id or product.sudo().website_ribbon_id"/>
+        <t t-set="bg_color" t-value="ribbon['bg_color'] or ''"/>
+        <t t-set="text_color" t-value="ribbon['text_color']"/>
+        <t t-set="bg_class" t-value="ribbon['html_class']"/>
         <t t-call="website_sale.shop_product_#{website.product_page_image_layout}"/>
     </template>
 
@@ -2364,6 +2458,18 @@
         <div t-if="product_image._name == 'product.image' and product_image.embed_code" t-att-class="image_classes + ' ratio ratio-16x9'">
             <t t-out="product_image.embed_code"/>
         </div>
+        <div t-elif="len(product_images) == 1 and website.product_page_image_layout != 'grid'"
+             class="position-relative d-inline-flex overflow-hidden m-auto h-100"
+        >
+            <span t-attf-class="o_ribbon #{ribbon['html_class']} z-index-1"
+                  t-attf-style="#{text_color and ('color: %s; ' % text_color)}#{bg_color and 'background-color:' + bg_color}"
+                  t-out="ribbon['html'] or ''"
+            />
+            <div t-field="product_image.image_1920"
+                 class="d-flex align-items-start justify-content-center h-100 oe_unmovable"
+                 t-options='{"widget": "image", "preview_image": "image_1024", "class": "oe_unmovable product_detail_img mh-100", "alt-field": "name", "zoom": product_image.can_image_1024_be_zoomed and "image_1920"}'
+            />
+        </div>
         <div t-else="" t-field="product_image.image_1920" t-att-class="image_classes + ' oe_unmovable'" t-options='{"widget": "image", "preview_image": "image_1024", "class": "oe_unmovable product_detail_img mh-100", "alt-field": "name", "zoom": product_image.can_image_1024_be_zoomed and "image_1920"}'/>
     </template>
 
@@ -2371,11 +2477,16 @@
     <template id="website_sale.shop_product_carousel" name="Shop Product Carousel">
         <t t-set="product_carousel_block_name">Product Carousel</t>
         <div id="o-carousel-product" class="carousel slide position-sticky mb-3 overflow-hidden" data-bs-ride="carousel" data-bs-interval="0" t-att-data-name="product_carousel_block_name">
-            <div class="o_carousel_product_outer carousel-outer position-relative flex-grow-1">
+            <div class="o_carousel_product_outer carousel-outer position-relative flex-grow-1 overflow-hidden">
+                <span t-if="len(product_images) > 1"
+                      t-attf-class="o_ribbon #{ribbon['html_class']} z-index-1"
+                      t-attf-style="#{text_color and ('color: %s; ' % text_color)}#{bg_color and 'background-color:' + bg_color}"
+                      t-out="ribbon['html'] or ''"
+                />
                 <div class="carousel-inner h-100">
                     <t t-set="image_classes" t-value="'d-flex align-items-center justify-content-center h-100'"/>
                     <t t-foreach="product_images" t-as="product_image">
-                        <div t-attf-class="carousel-item h-100#{' active' if product_image_first else ''}">
+                        <div t-attf-class="carousel-item h-100 text-center#{' active' if product_image_first else ''}">
                             <t t-call="website_sale.shop_product_image"/>
                         </div>
                     </t>
@@ -2428,7 +2539,11 @@
     <!-- Product page images: Grid -->
     <template id="website_sale.shop_product_grid" name="Shop Product Grid">
         <div id="o-grid-product" class="o_wsale_product_page_grid mb-3" data-name="Product Grid" t-att-data-image_spacing="website.product_page_image_spacing" t-att-data-grid_columns="website.product_page_grid_columns">
-            <div class="container">
+            <div class="container position-relative overflow-hidden">
+                <span t-attf-class="o_ribbon #{ribbon['html_class']}"
+                      t-attf-style="#{text_color and ('color: %s; ' % text_color)}#{bg_color and 'background-color:' + bg_color}"
+                      t-out="ribbon['html'] or ''"
+                />
                 <!-- One row for every two images -->
                 <t t-set="image_classes" t-value="'w-100'"/>
                 <t t-set="col_classes" t-value="website._get_product_page_grid_image_classes()"/>
diff --git a/addons/website_sale/views/website_sale_menus.xml b/addons/website_sale/views/website_sale_menus.xml
index 1b5d086f7d7..9a45a0ffcec 100644
--- a/addons/website_sale/views/website_sale_menus.xml
+++ b/addons/website_sale/views/website_sale_menus.xml
@@ -52,8 +52,7 @@
                 sequence="5"/>
             <menuitem id="product_catalog_product_tags"
                 name="Product Tags"
-                action="product_public_tags_action"
-                groups="base.group_no_one"/>
+                action="product.product_tag_action"/>
 
         </menuitem>
     </menuitem>
diff --git a/addons/website_sale_comparison/views/website_sale_comparison_template.xml b/addons/website_sale_comparison/views/website_sale_comparison_template.xml
index 66c09c6fc10..e98c1cbb7ca 100644
--- a/addons/website_sale_comparison/views/website_sale_comparison_template.xml
+++ b/addons/website_sale_comparison/views/website_sale_comparison_template.xml
@@ -56,6 +56,27 @@
                                         </table>
                                     </div>
                                 </t>
+                                <t t-if="is_view_active('website_sale.product_tags')">
+                                    <div class="col-lg-6">
+                                        <table class="table">
+                                            <t t-if="product.product_variant_ids.all_product_tag_ids">
+                                                <tr>
+                                                    <th class="text-start" t-att-colspan="2">
+                                                        <span>Tags</span>
+                                                    </th>
+                                                </tr>
+                                                <tr>
+                                                    <td class="w-25"><span>Tags</span></td>
+                                                    <td class="w-75 text-muted">
+                                                        <t t-call="website_sale.product_tags">
+                                                            <t t-set="all_product_tags" t-value="product.product_variant_ids.all_product_tag_ids"/>
+                                                        </t>
+                                                    </td>
+                                                </tr>
+                                            </t>
+                                        </table>
+                                    </div>
+                                </t>
                             </div>
                         </div>
                     </div>
@@ -140,6 +161,24 @@
                                         </td>
                                     </tr>
                                 </t>
+                                <t t-if="is_view_active('website_sale.product_tags') and any([product.all_product_tag_ids for product in products])">
+                                    <tr class="clickable" data-bs-toggle="collapse" data-bs-target=".o_ws_tags">
+                                        <th class="text-start" t-att-colspan="len(products) + 1">
+                                            <i class="fa fa-chevron-circle-down o_product_comparison_collpase" role="img" aria-label="Collapse" title="Collapse"></i><span>Tags</span>
+                                        </th>
+                                    </tr>
+                                    <tr class="collapse show o_ws_tags">
+                                        <td><span>Tags</span></td>
+                                        <td t-foreach="products" t-as="product">
+                                            <div class="d-flex justify-content-center">
+                                                <t t-call="website_sale.product_tags">
+                                                    <t t-set="all_product_tags" t-value="product.all_product_tag_ids"/>
+                                                </t>
+                                            </div>
+
+                                        </td>
+                                    </tr>
+                                </t>
                             </tbody>
                         </table>
                     </section>