Hi,
When an option is selected in the product page ?
You can do a lot of things thanks to custom fields (product, order and items custom fields are in the business edition. Starter edition have address custom fields).
With variants it is possible to have different prices/images/description which would change depending the selected characteristics.
With custom fields, it would require some PHP development but custom field data are quite simple to display (and to use) in HikaShop.
Regards,
Jerome - Obsidev.com
HikaMarket & HikaSerial developer / HikaShop core dev team.
Also helping the HikaShop support team when having some time or couldn't sleep.
By the way, do not send me private message, use the "contact us" form instead.