Introduction
Custom-made products were once the standard. You could order shoes from a cobbler or have clothes tailored by a dressmaker. Mass production and commercialization led to lower prices, but at the cost of customization – the ability to adapt products to specific customer requirements.
But this doesn’t mean the need for customized products has disappeared.
According to statistics, 59% of online shoppers are more likely to purchase from a brand or retailer if product personalization is available. Additionally, 1 in 5 customers is willing to pay 20% more for personalized products or services, and 48% are willing to wait longer for them.
This is also a future trend: 75% of Generation Z consumers are more likely to purchase a product if it can be personalized.
These statistics tell a coherent story:
- Consumer demand for customized experiences represents a fundamental shift in shopping behavior, not just a passing trend.
- Buyers consistently demonstrate their willingness to invest more in customized products and services.
- The younger demographic, particularly Millennials and Gen Z, now see customization as a basic expectation in their shopping journey.
- Individual purchasing decisions increasingly depend on how well retailers can tailor their offerings to specific customer needs.
But the question remains: how to sell customized products online?
Depending on the platform and technology used to build the store, various tools are available to transform standard e-commerce into a platform offering customized products.
In this article, we’ll present 5 example tools for selling customized products online.
- Product Surveys and Quizzes.
- Set/Composition Creator.
- Visual Configurator.
- Text (Chat) Configurator.
- Functionality Configurator.
And then, we’ll try to answer a very important question: How Much Does a Product Configurator Cost?
Let’s go!
Personalization vs Customization
First, we need to clarify two terms: customization and personalization. They’re often used synonymously in e-commerce, but they represent very different approaches to individualizing the shopping experience.
What is personalization in ecommerce?
Personalization in e-commerce is a process where the online store automatically adapts content, recommendations, and offers to specific users based on their behavior, purchase history, or demographic data.
It’s like a clever salesperson who remembers customer preferences and proactively suggests products that might interest them.
What is customization in ecommerce?
Customization, on the other hand, puts control in the customer’s hands, allowing them to independently specify product or service features.
This isn’t a salesperson but rather a craftsperson who asks their customer how they’d like something made, or asks questions to create a product best suited to their needs.
The difference is significant, and in our article, we’ll focus on customization tools. Here are 5 of them!
1. Product Surveys and Quizzes
Product surveys and quizzes are the first – and one of the simplest to implement – methods of collecting user preferences. They provide an interactive way of gathering information about customer needs through a series of targeted questions.
In their simplest form, they’re just forms where customers specify product specifications through their choices. In more advanced versions, such forms can use conditional logic, where subsequent questions depend on previous answers.
They can include various question types: from simple single-choice questions to scales and open-ended questions.
The key element is an algorithm that processes answers into specific product parameters.
The system can also assign weights to particular answers, influencing the final result.
Example of implementation
An example of successful implementation is a store offering personalized face creams. The quiz starts with basic questions about age and gender, then moves to detailed skin type analysis through questions about its reaction to various factors. The next section covers specific skin problems and skincare goals.
Based on the answers, the system selects not only active ingredients but also the cream base and their concentrations. The customer receives detailed justification for the ingredient selection along with expected effects of use.
Potential applications
- Dietary supplements based on lifestyle and health goals;
- Personal workout programs tailored to individual fitness levels;
- Bespoke tea blends matching taste preferences;
- Made-to-order jewelry sets for specific occasions;
- Personalized subscription boxes aligned with individual interests.
2. Set/Composition Creator
The second method involves configurators enabling the creation of custom combinations from predefined elements. The system verifies component compatibility in real-time, monitors limits (e.g., power consumption, physical dimensions), and updates final composition parameters.
The key element is business logic checking not only the technical feasibility of the set but also its optimization in terms of performance and costs.
Example of implementation
An example is a computer set configurator, where the customer is guided through the component selection process step by step. First, they choose a processor, which automatically narrows down the selection of compatible motherboards. Then the system suggests appropriate RAM, considering maximum supported frequency and capacity.
When selecting a graphics card, the configurator checks if the power supply will be sufficient and the case spacious enough. The system continuously shows estimated set performance in various applications (e.g., games, 3D rendering, office work) and warns about potential configuration bottlenecks.
Finally, it generates complete specifications along with a list of necessary mounting accessories and suggestions for additional cooling or cable management.
Potential applications
- Modular furniture systems designed to specifications;
- Tailored gift sets with curated products;
- Bespoke floral arrangements for special occasions;
- Complete office environment solutions;
- Professional tool sets configured for specific trades.
3. Visual Configurator
A visual configurator is an interactive tool allowing customers to preview and modify products in real-time before making a purchase. Unlike static photos or descriptions, the configurator enables active interaction with the product through changing colors, dimensions, patterns, or other physical characteristics.
In more advanced implementations, the tool can be enhanced with 3D visualization capabilities. The system instantly renders introduced changes, eliminating uncertainty about the final appearance of the order.
A key element is also the mechanism for verifying the technological feasibility of introduced modifications and automatic optimization for the chosen production method.
Example of implementation
An example of successful implementation is an upholstered furniture configurator where customers can change upholstery fabrics, wooden element colors, or leg types in real-time. The system shows the product from all angles, enables close-ups of finishing details, and presents material samples in different lighting.
Additionally, it offers the ability to save several variants for comparison and share the design with others for consultation. Each change automatically updates the price and production time, and the system ensures all selected options are compatible.
After completing the configuration, the customer receives exact order specifications along with visualizations, significantly reducing the risk of misunderstandings and returns.
Potential applications
- Made-to-measure footwear with personal design elements;
- Bespoke kitchen layouts with custom finishes;
- Tailor-made interior design elements;
- Built-to-order bicycles with chosen components;
- Personalized printed materials and publications.
4. Text (Chat) Configurator
This tool can connect with a graphic configurator, but instead of interface elements for specifying product specifications, it uses natural conversation with the user. Artificial intelligence usually supports such solutions. They can interpret complex customer requirements and translate them into technical parameters.
A key advantage is the ability to ask clarifying questions and immediately respond to customer concerns.
The system can be equipped with a product knowledge base, allowing for customer education during the configuration process. Unlike standard configurators with multiple choice fields, conversation with an AI assistant is more natural and less overwhelming for the customer.
Example of implementation
A practical application example is a kitchen furniture configurator where the customer has a natural conversation with an AI assistant about their needs. The customer can describe their kitchen layout in their own words: “I have an L-shaped kitchen, about 4 meters on one side and 3 on the other, with a window on the shorter wall.” The assistant asks for specifics, such as utility connection locations or preferred style.
In real-time, based on this conversation, the system generates a 3D visualization of the furniture arrangement that the customer can view and modify. The AI suggests optimal solutions, such as corner cabinet types or workspace organization, based on ergonomic principles and best design practices.
The system automatically calculates costs and creates detailed order specifications, significantly speeding up the purchase process and reducing the risk of order errors.
Potential applications
- Bespoke jewelry pieces based on client vision;
- Made-to-measure home textiles;
- Tailored catering packages for events;
- Custom garden design solutions;
- Educational toys adapted to specific developmental needs.
5. Functionality Configurator
This is an application allowing precise specification of feature sets and capabilities in products, most often technological ones. Unlike parametric configurators focusing on dimensions or technical parameters, this type enables product composition through selecting specific functionalities and usage options.
The system automatically verifies the compatibility of selected functions, checks their interdependencies, and optimizes component selection in terms of usability and costs.
A key element is analyzing the impact of individual choices on the product’s overall capabilities and final price.
Example of implementation
A practical application example is a car configurator where the customer starts by selecting basic driving assistance systems, such as adaptive cruise control or lane assist. The system guides through the process of selecting additional features: from keyless access systems, through various audio system variants, to advanced parking systems.
With each selection, the configurator shows dependencies (e.g., some safety systems require specific sensors), suggests complementary options (e.g., 360° cameras for automatic parking system), and informs about the choices’ impact on energy consumption or vehicle performance. Finally, a detailed car specification is created along with a list of all active features and the possibility of later activating additional options.
Potential applications
- Integrated smart home systems tailored to lifestyle;
- Business software adapted to company workflows;
- Personal wellness packages matching individual goals;
- Comprehensive security solutions for specific needs;
- Tailored insurance coverage packages.
How Much Does a Product Configurator Cost?
The cost of implementing a product configurator depends on several key factors:
- Tool complexity;
- Number of features;
- Level of personalization;
- Scope of integration with existing systems.
It’s also significant whether the service includes creating just the configurator or a comprehensive implementation of the entire online store.
For implementation in an existing store, much depends on the base technology or e-commerce platform. Some solutions can be implemented as plugins for popular platforms like Shopify or WooCommerce, which is usually a cheaper option.
Others require creating a separate application connected to the store via API, which increases project complexity and costs. Prices start from a few thousand dollars for simple solutions, while advanced projects can cost from tens to even hundreds of thousands of dollars.
Due to the topic’s complexity, the best solution is to consult with an experienced technology partner who will help select the optimal solution considering product specifics and store technical capabilities.
