diff --git a/erpnext/e_commerce/doctype/e_commerce_settings/test_e_commerce_settings.py b/erpnext/e_commerce/doctype/e_commerce_settings/test_e_commerce_settings.py
index 798529b..9257b7d 100644
--- a/erpnext/e_commerce/doctype/e_commerce_settings/test_e_commerce_settings.py
+++ b/erpnext/e_commerce/doctype/e_commerce_settings/test_e_commerce_settings.py
@@ -38,4 +38,13 @@
 
 		frappe.db.sql("update `tabTax Rule` set use_for_shopping_cart = 1")
 
+def setup_e_commerce_settings(values_dict):
+	"Accepts a dict of values that updates E Commerce Settings."
+	if not values_dict:
+		return
+
+	doc = frappe.get_doc("E Commerce Settings", "E Commerce Settings")
+	doc.update(values_dict)
+	doc.save()
+
 test_dependencies = ["Tax Rule"]
diff --git a/erpnext/e_commerce/doctype/website_item/test_website_item.py b/erpnext/e_commerce/doctype/website_item/test_website_item.py
index 1f2cff0..9fc674f 100644
--- a/erpnext/e_commerce/doctype/website_item/test_website_item.py
+++ b/erpnext/e_commerce/doctype/website_item/test_website_item.py
@@ -5,22 +5,54 @@
 
 import frappe
 import unittest
+from erpnext.stock.doctype.item.item import DataValidationError
 from erpnext.stock.doctype.item.test_item import make_item
 from erpnext.e_commerce.doctype.website_item.website_item import make_website_item
+from erpnext.controllers.item_variant import create_variant
+from erpnext.e_commerce.doctype.e_commerce_settings.test_e_commerce_settings import setup_e_commerce_settings
+from erpnext.e_commerce.shopping_cart.product_info import get_product_info_for_website
+
+WEBITEM_DESK_TESTS = ("test_website_item_desk_item_sync", "test_publish_variant_and_template")
+WEBITEM_PRICE_TESTS = ('test_website_item_price_for_logged_in_user', 'test_website_item_price_for_guest_user')
 
 class TestWebsiteItem(unittest.TestCase):
 	@classmethod
 	def setUpClass(cls):
-		make_item("Test Web Item", {
-			"has_variant": 1,
-			"variant_based_on": "Item Attribute",
-			"attributes": [
-				{
-					"attribute": "Test Size"
-				}
-			]
+		setup_e_commerce_settings({
+			"company": "_Test Company",
+			"enabled": 1,
+			"default_customer_group": "_Test Customer Group",
+			"price_list": "_Test Price List India"
 		})
 
+	def setUp(self):
+		if self._testMethodName in WEBITEM_DESK_TESTS:
+			make_item("Test Web Item", {
+				"has_variant": 1,
+				"variant_based_on": "Item Attribute",
+				"attributes": [
+					{
+						"attribute": "Test Size"
+					}
+				]
+			})
+		elif self._testMethodName in WEBITEM_PRICE_TESTS:
+			self.create_regular_web_item()
+			make_web_item_price(item_code="Test Mobile Phone")
+			make_web_pricing_rule(
+				title="Test Pricing Rule for Test Mobile Phone",
+				item_code="Test Mobile Phone",
+				selling=1)
+
+	def tearDown(self):
+		if self._testMethodName in WEBITEM_DESK_TESTS:
+			frappe.get_doc("Item", "Test Web Item").delete()
+		elif self._testMethodName in WEBITEM_PRICE_TESTS:
+			frappe.delete_doc("Pricing Rule", "Test Pricing Rule for Test Mobile Phone")
+			frappe.get_cached_doc("Item Price", {"item_code": "Test Mobile Phone"}).delete()
+			frappe.get_cached_doc("Website Item", {"item_code": "Test Mobile Phone"}).delete()
+
+
 	def test_index_creation(self):
 		"Check if index is getting created in db."
 		from erpnext.e_commerce.doctype.website_item.website_item import on_doctype_update
@@ -37,22 +69,30 @@
 	def test_website_item_desk_item_sync(self):
 		"Check creation/updation/deletion of Website Item and its impact on Item master."
 		web_item = None
-		item = make_item("Test Web Item")
+		item = make_item("Test Web Item") # will return item if exists
 		try:
 			web_item = make_website_item(item, save=False)
 			web_item.save()
 		except Exception:
-			self.fail(f"Error while creating website item for {item.item_code}")
+			self.fail(f"Error while creating website item for {item}")
 
 		# check if website item was created
 		self.assertTrue(bool(web_item))
+		self.assertTrue(bool(web_item.route))
 
 		item.reload()
-		# check if item was back updated
 		self.assertEqual(web_item.published, 1)
-		self.assertEqual(item.published_in_website, 1)
+		self.assertEqual(item.published_in_website, 1) # check if item was back updated
 		self.assertEqual(web_item.item_group, item.item_group)
 
+		# check if changing item data changes it in website item
+		item.item_name = "Test Web Item 1"
+		item.stock_uom = "Unit"
+		item.save()
+		web_item.reload()
+		self.assertEqual(web_item.item_name, item.item_name)
+		self.assertEqual(web_item.stock_uom, item.stock_uom)
+
 		# check if disabling item unpublished website item
 		item.disabled = 1
 		item.save()
@@ -64,5 +104,287 @@
 		item.reload()
 		self.assertEqual(item.published_in_website, 0)
 
+	def test_publish_variant_and_template(self):
+		"Check if template is published on publishing variant."
+		template = frappe.get_doc("Item", "Test Web Item")
+		variant = create_variant("Test Web Item", {"Test Size": "Large"})
+		variant.save()
+
+		# check if template is not published
+		self.assertIsNone(frappe.db.exists("Website Item", {"item_code": variant.variant_of}))
+
+		variant_web_item = make_website_item(variant, save=False)
+		variant_web_item.save()
+
+		# check if template is published
+		try:
+			template_web_item = frappe.get_doc("Website Item", {"item_code": variant.variant_of})
+		except DoesNotExistError:
+			self.fail(f"Template of {variant.item_code}, {variant.variant_of} not published")
+
+		# teardown
+		variant_web_item.delete()
+		template_web_item.delete()
+		variant.delete()
+
+	def test_impact_on_merging_items(self):
+		"Check if merging items is blocked if old and new items both have website items"
+		first_item = make_item("Test First Item")
+		second_item = make_item("Test Second Item")
+
+		first_web_item = make_website_item(first_item, save=False)
+		first_web_item.save()
+		second_web_item = make_website_item(second_item, save=False)
+		second_web_item.save()
+
+		with self.assertRaises(DataValidationError):
+			frappe.rename_doc("Item", "Test First Item", "Test Second Item", merge=True)
+
 		# tear down
-		item.delete()
\ No newline at end of file
+		second_web_item.delete()
+		first_web_item.delete()
+		second_item.delete()
+		first_item.delete()
+
+	# Website Item Portal Tests Begin
+
+	def test_website_item_breadcrumbs(self):
+		"Check if breadcrumbs include homepage, product listing navigation page, parent item group(s) and item group."
+		from erpnext.setup.doctype.item_group.item_group import get_parent_item_groups
+
+		item_code = "Test Breadcrumb Item"
+		item = make_item(item_code, {
+			"item_group": "_Test Item Group B - 1",
+		})
+
+		if not frappe.db.exists("Website Item", {"item_code": item_code}):
+			web_item = make_website_item(item, save=False)
+			web_item.save()
+		else:
+			web_item = frappe.get_cached_doc("Website Item", {"item_code": item_code})
+
+		frappe.db.set_value("Item Group", "_Test Item Group B - 1", "show_in_website", 1)
+		frappe.db.set_value("Item Group", "_Test Item Group B", "show_in_website", 1)
+
+		breadcrumbs = get_parent_item_groups(item.item_group)
+
+		self.assertEqual(breadcrumbs[0]["name"], "Home")
+		self.assertEqual(breadcrumbs[1]["name"], "Shop by Category")
+		self.assertEqual(breadcrumbs[2]["name"], "_Test Item Group B") # parent item group
+		self.assertEqual(breadcrumbs[3]["name"], "_Test Item Group B - 1")
+
+		# tear down
+		web_item.delete()
+		item.delete()
+
+	def test_website_item_price_for_logged_in_user(self):
+		"Check if price details are fetched correctly while logged in."
+		item_code = "Test Mobile Phone"
+
+		# show price in e commerce settings
+		setup_e_commerce_settings({"show_price": 1})
+
+		# price and pricing rule added via setUp
+
+		# check if price and slashed price is fetched correctly
+		frappe.local.shopping_cart_settings = None
+		data = get_product_info_for_website(item_code, skip_quotation_creation=True)
+		self.assertTrue(bool(data.product_info["price"]))
+
+		price_object = data.product_info["price"]
+		self.assertEqual(price_object.get("discount_percent"), 10)
+		self.assertEqual(price_object.get("price_list_rate"), 900)
+		self.assertEqual(price_object.get("formatted_mrp"), "₹ 1,000.00")
+		self.assertEqual(price_object.get("formatted_price"), "₹ 900.00")
+		self.assertEqual(price_object.get("formatted_discount_percent"), "10%")
+
+		# disable show price
+		setup_e_commerce_settings({"show_price": 0})
+
+		# price should not be fetched
+		frappe.local.shopping_cart_settings = None
+		data = get_product_info_for_website(item_code, skip_quotation_creation=True)
+		self.assertFalse(bool(data.product_info["price"]))
+
+		# tear down
+		frappe.set_user("Administrator")
+
+	def test_website_item_price_for_guest_user(self):
+		"Check if price details are fetched correctly for guest user."
+		item_code = "Test Mobile Phone"
+
+		# show price for guest user in e commerce settings
+		setup_e_commerce_settings({
+			"show_price": 1,
+			"hide_price_for_guest": 0
+		})
+
+		# price and pricing rule added via setUp
+
+		# switch to guest user
+		frappe.set_user("Guest")
+
+		# price should be fetched
+		frappe.local.shopping_cart_settings = None
+		data = get_product_info_for_website(item_code, skip_quotation_creation=True)
+		self.assertTrue(bool(data.product_info["price"]))
+
+		price_object = data.product_info["price"]
+		self.assertEqual(price_object.get("discount_percent"), 10)
+		self.assertEqual(price_object.get("price_list_rate"), 900)
+
+		# hide price for guest user
+		frappe.set_user("Administrator")
+		setup_e_commerce_settings({"hide_price_for_guest": 1})
+		frappe.set_user("Guest")
+
+		# price should not be fetched
+		frappe.local.shopping_cart_settings = None
+		data = get_product_info_for_website(item_code, skip_quotation_creation=True)
+		self.assertFalse(bool(data.product_info["price"]))
+
+		# tear down
+		frappe.set_user("Administrator")
+
+	def test_website_item_stock_when_out_of_stock(self):
+		"""
+			Check if stock details are fetched correctly for empty inventory when:
+			1) Showing stock availability enabled:
+				- Warehouse unset
+				- Warehouse set
+			2) Showing stock availability disabled
+		"""
+		item_code = "Test Mobile Phone"
+		self.create_regular_web_item()
+		setup_e_commerce_settings({"show_stock_availability": 1})
+
+		frappe.local.shopping_cart_settings = None
+		data = get_product_info_for_website(item_code, skip_quotation_creation=True)
+
+		# check if stock details are fetched and item not in stock without warehouse set
+		self.assertFalse(bool(data.product_info["in_stock"]))
+		self.assertFalse(bool(data.product_info["stock_qty"]))
+
+		# set warehouse
+		frappe.db.set_value("Website Item", {"item_code": item_code}, "website_warehouse", "_Test Warehouse - _TC")
+
+		# check if stock details are fetched and item not in stock with warehouse set
+		data = get_product_info_for_website(item_code, skip_quotation_creation=True)
+		self.assertFalse(bool(data.product_info["in_stock"]))
+		self.assertEqual(data.product_info["stock_qty"][0][0], 0)
+
+		# disable show stock availability
+		setup_e_commerce_settings({"show_stock_availability": 0})
+		frappe.local.shopping_cart_settings = None
+		data = get_product_info_for_website(item_code, skip_quotation_creation=True)
+
+		# check if stock detail attributes are not fetched if stock availability is hidden
+		self.assertIsNone(data.product_info.get("in_stock"))
+		self.assertIsNone(data.product_info.get("stock_qty"))
+		self.assertIsNone(data.product_info.get("show_stock_qty"))
+
+		# tear down
+		frappe.get_cached_doc("Website Item", {"item_code": "Test Mobile Phone"}).delete()
+
+	def test_website_item_stock_when_in_stock(self):
+		"""
+			Check if stock details are fetched correctly for available inventory when:
+			1) Showing stock availability enabled:
+				- Warehouse set
+				- Warehouse unset
+			2) Showing stock availability disabled
+		"""
+		from erpnext.stock.doctype.stock_entry.stock_entry_utils import make_stock_entry
+
+		item_code = "Test Mobile Phone"
+		self.create_regular_web_item()
+		setup_e_commerce_settings({"show_stock_availability": 1})
+
+		# set warehouse
+		frappe.db.set_value("Website Item", {"item_code": item_code}, "website_warehouse", "_Test Warehouse - _TC")
+
+		# stock up item
+		stock_entry = make_stock_entry(item_code=item_code, target="_Test Warehouse - _TC", qty=2, rate=100)
+
+		# check if stock details are fetched and item is in stock with warehouse set
+		data = get_product_info_for_website(item_code, skip_quotation_creation=True)
+		self.assertTrue(bool(data.product_info["in_stock"]))
+		self.assertEqual(data.product_info["stock_qty"][0][0], 2)
+
+		# unset warehouse
+		frappe.db.set_value("Website Item", {"item_code": item_code}, "website_warehouse", "")
+
+		# check if stock details are fetched and item not in stock without warehouse set
+		# (even though it has stock in some warehouse)
+		data = get_product_info_for_website(item_code, skip_quotation_creation=True)
+		self.assertFalse(bool(data.product_info["in_stock"]))
+		self.assertFalse(bool(data.product_info["stock_qty"]))
+
+		# disable show stock availability
+		setup_e_commerce_settings({"show_stock_availability": 0})
+		frappe.local.shopping_cart_settings = None
+		data = get_product_info_for_website(item_code, skip_quotation_creation=True)
+
+		# check if stock detail attributes are not fetched if stock availability is hidden
+		self.assertIsNone(data.product_info.get("in_stock"))
+		self.assertIsNone(data.product_info.get("stock_qty"))
+		self.assertIsNone(data.product_info.get("show_stock_qty"))
+
+		# tear down
+		stock_entry.cancel()
+		frappe.get_cached_doc("Website Item", {"item_code": "Test Mobile Phone"}).delete()
+
+
+	def create_regular_web_item(self):
+		"Create Regular Item and Website Item."
+		item_code = "Test Mobile Phone"
+		item = make_item(item_code)
+
+		if not frappe.db.exists("Website Item", {"item_code": item_code}):
+			web_item = make_website_item(item, save=False)
+			web_item.save()
+
+def make_web_item_price(**kwargs):
+	item_code = kwargs.get("item_code")
+	if not item_code:
+		return
+
+	if not frappe.db.exists("Item Price", {"item_code": item_code}):
+		item_price = frappe.get_doc({
+			"doctype": "Item Price",
+			"item_code": item_code,
+			"price_list": kwargs.get("price_list") or "_Test Price List India",
+			"price_list_rate": kwargs.get("price_list_rate") or 1000
+		})
+		item_price.insert()
+	else:
+		item_price = frappe.get_cached_doc("Item Price", {"item_code": item_code})
+
+	return item_price
+
+def make_web_pricing_rule(**kwargs):
+	title = kwargs.get("title")
+	if not title:
+		return
+
+	if not frappe.db.exists("Pricing Rule", title):
+		pricing_rule = frappe.get_doc({
+			"doctype": "Pricing Rule",
+			"title": title,
+			"apply_on": kwargs.get("apply_on") or "Item Code",
+			"items": [{
+				"item_code": kwargs.get("item_code")
+			}],
+			"selling": kwargs.get("selling") or 0,
+			"buying": kwargs.get("buying") or 0,
+			"rate_or_discount": kwargs.get("rate_or_discount") or "Discount Percentage",
+			"discount_percentage": kwargs.get("discount_percentage") or 10,
+			"company": kwargs.get("company") or "_Test Company",
+			"currency": kwargs.get("currency") or "INR",
+			"for_price_list": kwargs.get("price_list") or "_Test Price List India"
+		})
+		pricing_rule.insert()
+	else:
+		pricing_rule = frappe.get_doc("Pricing Rule", {"title": title})
+
+	return pricing_rule
\ No newline at end of file
diff --git a/erpnext/e_commerce/doctype/website_item/website_item.py b/erpnext/e_commerce/doctype/website_item/website_item.py
index 081c4bb..975e6dc 100644
--- a/erpnext/e_commerce/doctype/website_item/website_item.py
+++ b/erpnext/e_commerce/doctype/website_item/website_item.py
@@ -63,7 +63,6 @@
 
 	def on_trash(self):
 		super(WebsiteItem, self).on_trash()
-		# Delete Item from search index
 		delete_item_from_index(self)
 		self.publish_unpublish_desk_item(publish=False)
 
@@ -85,7 +84,7 @@
 					'route')) + '/' + self.scrub((self.item_name if self.item_name else self.item_code) + '-' + random_string(5))
 
 	def update_template_item(self):
-		"""Set Show in Website for Template Item if True for its Variant"""
+		"""Publish Template Item if Variant is published."""
 		if self.variant_of:
 			if self.published:
 				# show template
@@ -109,9 +108,15 @@
 			return
 
 		# find if website image url exists as public
-		file_doc = frappe.get_all("File", filters={
-			"file_url": self.website_image
-		}, fields=["name", "is_private"], order_by="is_private asc", limit_page_length=1)
+		file_doc = frappe.get_all(
+			"File",
+			filters={
+				"file_url": self.website_image
+			},
+			fields=["name", "is_private"],
+			order_by="is_private asc",
+			limit_page_length=1
+		)
 
 		if file_doc:
 			file_doc = file_doc[0]
@@ -184,7 +189,7 @@
 		context.show_search = True
 		context.search_link = '/search'
 
-		context.parents = get_parent_item_groups(self.item_group, from_item=True)
+		context.parents = get_parent_item_groups(self.item_group, from_item=True) # breadcumbs
 		self.attributes = frappe.get_all("Item Variant Attribute",
 			fields=["attribute", "attribute_value"],
 			filters={"parent": self.item_code})
@@ -204,7 +209,7 @@
 
 		context.recommended_items = None
 		settings = context.shopping_cart.cart_settings
-		if settings.enable_recommendations:
+		if settings and settings.enable_recommendations:
 			context.recommended_items = self.get_recommended_items(settings)
 
 		return context
@@ -215,8 +220,9 @@
 
 			# load variants
 			# also used in set_attribute_context
-			context.variants = frappe.get_all("Item",
-				filters={"variant_of": self.name, "published_in_website": 1},
+			context.variants = frappe.get_all(
+				"Item",
+				filters={"variant_of": self.item_code, "published_in_website": 1},
 				order_by="name asc")
 
 			variant = frappe.form_dict.variant
@@ -267,7 +273,8 @@
 						context.selected_attributes[attr.attribute] = attr.attribute_value
 
 			# filter attributes, order based on attribute table
-			for attr in self.attributes:
+			item = frappe.get_cached_doc("Item", self.item_code)
+			for attr in item.attributes:
 				values = context.attribute_values.setdefault(attr.attribute, [])
 
 				if cint(frappe.db.get_value("Item Attribute", attr.attribute, "numeric_values")):
@@ -345,7 +352,7 @@
 
 		context.metatags.description = safe_description[:300]
 
-		context.metatags.title = self.item_name or self.item_code
+		context.metatags.title = self.web_item_name or self.item_name or self.item_code
 
 		context.metatags['og:type'] = 'product'
 		context.metatags['og:site_name'] = 'ERPNext'
diff --git a/erpnext/e_commerce/doctype/website_offer/website_offer.py b/erpnext/e_commerce/doctype/website_offer/website_offer.py
index 59d580e..e446f85 100644
--- a/erpnext/e_commerce/doctype/website_offer/website_offer.py
+++ b/erpnext/e_commerce/doctype/website_offer/website_offer.py
@@ -9,6 +9,6 @@
 class WebsiteOffer(Document):
 	pass
 
-@frappe.whitelist()
+@frappe.whitelist(allow_guest=True)
 def get_offer_details(offer_id):
 	return frappe.db.get_value('Website Offer', {'name': offer_id}, ['offer_details'])
diff --git a/erpnext/e_commerce/product_grid.js b/erpnext/e_commerce/product_grid.js
index b46e0d9..d5ed649 100644
--- a/erpnext/e_commerce/product_grid.js
+++ b/erpnext/e_commerce/product_grid.js
@@ -144,7 +144,7 @@
 	}
 
 	get_stock_availability(item, settings) {
-		if (!item.has_variants && !item.in_stock && settings.show_stock_availability) {
+		if (settings.show_stock_availability && !item.has_variants && !item.in_stock) {
 			return `<span class="out-of-stock">${ __("Out of stock") }</span>`;
 		}
 		return ``;
diff --git a/erpnext/e_commerce/product_list.js b/erpnext/e_commerce/product_list.js
index 822a9ef..ec87737 100644
--- a/erpnext/e_commerce/product_list.js
+++ b/erpnext/e_commerce/product_list.js
@@ -125,7 +125,7 @@
 	}
 
 	get_stock_availability(item, settings) {
-		if (!item.has_variants && !item.in_stock && settings.show_stock_availability) {
+		if (settings.show_stock_availability && !item.has_variants && !item.in_stock) {
 			return `
 				<br>
 				<span class="out-of-stock mt-2">${ __("Out of stock") }</span>
diff --git a/erpnext/e_commerce/shopping_cart/product_info.py b/erpnext/e_commerce/shopping_cart/product_info.py
index 19c9170..c66abba 100644
--- a/erpnext/e_commerce/shopping_cart/product_info.py
+++ b/erpnext/e_commerce/shopping_cart/product_info.py
@@ -37,18 +37,22 @@
 				cart_settings.company
 			)
 
-	stock_status = get_web_item_qty_in_stock(item_code, "website_warehouse")
+	stock_status = None
+	if cart_settings.show_stock_availability:
+		stock_status = get_web_item_qty_in_stock(item_code, "website_warehouse")
 
 	product_info = {
 		"price": price,
-		"stock_qty": stock_status.stock_qty,
-		"in_stock": stock_status.in_stock if stock_status.is_stock_item else get_non_stock_item_status(item_code, "website_warehouse"),
 		"qty": 0,
 		"uom": frappe.db.get_value("Item", item_code, "stock_uom"),
-		"show_stock_qty": show_quantity_in_website(),
 		"sales_uom": frappe.db.get_value("Item", item_code, "sales_uom")
 	}
 
+	if stock_status:
+		product_info["stock_qty"] = stock_status.stock_qty
+		product_info["in_stock"] = stock_status.in_stock if stock_status.is_stock_item else get_non_stock_item_status(item_code, "website_warehouse")
+		product_info["show_stock_qty"] = show_quantity_in_website()
+
 	if product_info["price"]:
 		if frappe.session.user != "Guest":
 			item = cart_quotation.get({"item_code": item_code}) if cart_quotation else None
diff --git a/erpnext/setup/doctype/item_group/item_group.py b/erpnext/setup/doctype/item_group/item_group.py
index 51bce74..a362c6e 100644
--- a/erpnext/setup/doctype/item_group/item_group.py
+++ b/erpnext/setup/doctype/item_group/item_group.py
@@ -143,17 +143,17 @@
 
 
 def get_parent_item_groups(item_group_name, from_item=False):
-	base_nav_page = {"name": frappe._("Shop by Category"), "route":"/shop-by-category"}
+	base_nav_page = {"name": _("Shop by Category"), "route":"/shop-by-category"}
 
 	if from_item and frappe.request.environ.get("HTTP_REFERER"):
 		# base page after 'Home' will vary on Item page
 		last_page = frappe.request.environ["HTTP_REFERER"].split('/')[-1]
 		if last_page and last_page in ("shop-by-category", "all-products"):
 			base_nav_page_title = " ".join(last_page.split("-")).title()
-			base_nav_page = {"name": frappe._(base_nav_page_title), "route":"/"+last_page}
+			base_nav_page = {"name": _(base_nav_page_title), "route":"/"+last_page}
 
 	base_parents = [
-		{"name": frappe._("Home"), "route":"/"},
+		{"name": _("Home"), "route":"/"},
 		base_nav_page,
 	]
 
diff --git a/erpnext/stock/doctype/item/item.py b/erpnext/stock/doctype/item/item.py
index 410e8ac..de023ca 100644
--- a/erpnext/stock/doctype/item/item.py
+++ b/erpnext/stock/doctype/item/item.py
@@ -50,6 +50,8 @@
 class InvalidBarcode(frappe.ValidationError):
 	pass
 
+class DataValidationError(frappe.ValidationError):
+	pass
 
 class Item(Document):
 	def onload(self):
@@ -406,15 +408,8 @@
 			frappe.db.set_value("Item", old_name, "item_name", new_name)
 
 		if merge:
-			# Validate properties before merging
-			if not frappe.db.exists("Item", new_name):
-				frappe.throw(_("Item {0} does not exist").format(new_name))
-
-			field_list = ["stock_uom", "is_stock_item", "has_serial_no", "has_batch_no"]
-			new_properties = [cstr(d) for d in frappe.db.get_value("Item", new_name, field_list)]
-			if new_properties != [cstr(self.get(fld)) for fld in field_list]:
-				frappe.throw(_("To merge, following properties must be same for both items")
-									+ ": \n" + ", ".join([self.meta.get_label(fld) for fld in field_list]))
+			self.validate_properties_before_merge(new_name)
+			self.validate_duplicate_website_item_before_merge(old_name, new_name)
 
 	def after_rename(self, old_name, new_name, merge):
 		if merge:
@@ -463,7 +458,41 @@
 		msg += _("Note: To merge the items, create a separate Stock Reconciliation for the old item {0}").format(
 			frappe.bold(old_name))
 
-		frappe.throw(_(msg), title=_("Merge not allowed"))
+		frappe.throw(_(msg), title=_("Cannot Merge"), exc=DataValidationError)
+
+	def validate_properties_before_merge(self, new_name):
+		# Validate properties before merging
+			if not frappe.db.exists("Item", new_name):
+				frappe.throw(_("Item {0} does not exist").format(new_name))
+
+			field_list = ["stock_uom", "is_stock_item", "has_serial_no", "has_batch_no"]
+			new_properties = [cstr(d) for d in frappe.db.get_value("Item", new_name, field_list)]
+
+			if new_properties != [cstr(self.get(field)) for field in field_list]:
+				msg = _("To merge, following properties must be same for both items")
+				msg += ": \n" + ", ".join([self.meta.get_label(fld) for fld in field_list])
+				frappe.throw(msg, title=_("Cannot Merge"), exc=DataValidationError)
+
+	def validate_duplicate_website_item_before_merge(self, old_name, new_name):
+		"""
+			Block merge if both old and new items have website items against them.
+			This is to avoid duplicate website items after merging.
+		"""
+		web_items = frappe.get_all(
+			"Website Item",
+			filters={
+				"item_code": ["in", [old_name, new_name]]
+			},
+			fields=["item_code", "name"])
+
+		if len(web_items) <= 1:
+			return
+
+		old_web_item = [d.get("name") for d in web_items if d.get("item_code") == old_name][0]
+		web_item_link = get_link_to_form("Website Item", old_web_item)
+
+		msg = f"Please delete linked Website Item {frappe.bold(web_item_link)} before merging {old_name} and {new_name}"
+		frappe.throw(_(msg), title=_("Cannot Merge"), exc=DataValidationError)
 
 	def set_last_purchase_rate(self, new_name):
 		last_purchase_rate = get_last_purchase_details(new_name).get("base_net_rate", 0)
diff --git a/erpnext/templates/generators/item/item_configure.js b/erpnext/templates/generators/item/item_configure.js
index d7b8d32..f47650a 100644
--- a/erpnext/templates/generators/item/item_configure.js
+++ b/erpnext/templates/generators/item/item_configure.js
@@ -201,7 +201,7 @@
 				<span class="mr-2">
 					${frappe.utils.icon('assets', 'md')}
 				</span>
-				${__("Add to Cart")}s
+				${__("Add to Cart")}
 			</button>
 		` : '';