diff --git a/packages/create-gatsby/src/index.ts b/packages/create-gatsby/src/index.ts
index 5f4f45d347ca2..57b8d8b806925 100644
--- a/packages/create-gatsby/src/index.ts
+++ b/packages/create-gatsby/src/index.ts
@@ -169,11 +169,12 @@ ${center(c.blueBright.bold.underline(`Welcome to Gatsby!`))}
         cmses[data.cms].message
       )}`
     )
-    plugins.push(data.cms)
+    const extraPlugins = cmses[data.cms].plugins || []
+    plugins.push(data.cms, ...extraPlugins)
     packages.push(
       data.cms,
       ...(cmses[data.cms].dependencies || []),
-      ...(cmses[data.cms].plugins || [])
+      ...extraPlugins
     )
     pluginConfig = { ...pluginConfig, ...cmses[data.cms].options }
   }
@@ -184,11 +185,13 @@ ${center(c.blueBright.bold.underline(`Welcome to Gatsby!`))}
         styles[data.styling].message
       )} for styling your site`
     )
-    plugins.push(data.styling)
+    const extraPlugins = styles[data.styling].plugins || []
+
+    plugins.push(data.styling, ...extraPlugins)
     packages.push(
       data.styling,
       ...(styles[data.styling].dependencies || []),
-      ...(styles[data.styling].plugins || [])
+      ...extraPlugins
     )
     pluginConfig = { ...pluginConfig, ...styles[data.styling].options }
   }
@@ -200,12 +203,16 @@ ${center(c.blueBright.bold.underline(`Welcome to Gatsby!`))}
         .join(`, `)}`
     )
     plugins.push(...data.features)
-    const featureDependencies = data.features?.map(featureKey => [
-      // Spread in extra dependencies
-      ...(features[featureKey].dependencies || []),
-      // Spread in plugins, stripping the optional key
-      ...(features[featureKey].plugins || []),
-    ])
+    const featureDependencies = data.features?.map(featureKey => {
+      const extraPlugins = features[featureKey].plugins || []
+      plugins.push(...extraPlugins)
+      return [
+        // Spread in extra dependencies
+        ...(features[featureKey].dependencies || []),
+        // Spread in plugins, stripping the optional key
+        ...extraPlugins,
+      ]
+    })
     const flattenedDependencies = ([] as Array<string>).concat.apply(
       [],
       featureDependencies
@@ -249,10 +256,10 @@ ${c.bold(`Thanks! Here's what we'll now do:`)}
     return
   }
 
-  await initStarter(DEFAULT_STARTER, data.project, packages)
+  await initStarter(DEFAULT_STARTER, data.project, packages.map(removeKey))
 
   console.log(c.green(`✔ `) + `Created site in ` + c.green(data.project))
-
+  console.log({ plugins, pluginConfig })
   if (plugins.length) {
     console.log(c.bold(`🔌 Installing plugins...`))
     await installPlugins(plugins, pluginConfig, path.resolve(data.project), [])
diff --git a/packages/create-gatsby/src/plugin-options-form.ts b/packages/create-gatsby/src/plugin-options-form.ts
index 8e2e12d90c4bb..5081e51ce51a2 100644
--- a/packages/create-gatsby/src/plugin-options-form.ts
+++ b/packages/create-gatsby/src/plugin-options-form.ts
@@ -56,7 +56,7 @@ export const makePluginConfigQuestions = (
 
   selectedPlugins.forEach((pluginName: string): void => {
     const schema = pluginSchemas[pluginName as PluginName]
-    if (typeof schema === `string` || !(`keys` in schema)) {
+    if (!schema || typeof schema === `string` || !(`keys` in schema)) {
       return
     }
     const options: Record<string, Schema> | undefined = schema?.keys
diff --git a/packages/gatsby-cli/src/plugin-add.ts b/packages/gatsby-cli/src/plugin-add.ts
index 925fea2be4dcd..6cb935c764fe2 100644
--- a/packages/gatsby-cli/src/plugin-add.ts
+++ b/packages/gatsby-cli/src/plugin-add.ts
@@ -37,19 +37,19 @@ async function installPluginConfig(
   options: Record<string, unknown> | undefined,
   root: string
 ): Promise<void> {
-  const installTimer = reporter.activityTimer(
-    `Adding ${plugin} to gatsby-config`
-  )
-
   // Plugins can optionally include a key, to allow duplicates
   const [pluginName, pluginKey] = plugin.split(`:`)
 
+  const installTimer = reporter.activityTimer(
+    `Adding ${pluginName} to gatsby-config`
+  )
+
   installTimer.start()
   reporter.info(`Adding ${pluginName}`)
   try {
     const result = await GatsbyPlugin.create(
       { root },
-      { name: plugin, options, key: pluginKey }
+      { name: pluginName, options, key: pluginKey }
     )
     reporter.info(result._message)
   } catch (err) {