Product configurators – which one is right for your online store?

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Personalization and interactivity have become not just trends in e-commerce, but the expected standard. Today's customers don't just want to buy, they want to be part of the creation process of the products they order. That's why product configurators have become so popular among online stores, both in B2C and B2B sectors.

In recent years, many companies have invested in solutions that allow customers to tailor the offer to their own preferences. Choosing the color, material, size, or even adding a name or logo are just some of the features found in modern configurators. But one question comes up again and again: what type of configurator is right for my e-commerce?

There are many types of configurators on the market. They vary not only in appearance and technological complexity, but most importantly in functionality and how well they fit specific industries. For some companies, a simple product bundle configurator will be optimal. Others may benefit from an advanced 3D visualizer that allows users to rotate furniture or machines in space. Still others will find value in enabling personalization of gifts or jewelry.

In this article:

• we'll take a closer look at the main types of product configurators,
• we'll show, which industries and sales models each of them works best for,
• we'll highlight, what to consider when choosing the right solution.

We won't focus solely on technical details instead, we'll show you practical applications, business benefits, and real limitations you should be aware of before implementation.

What is a product configurator?

A product configurator is an interactive tool in an online store that allows customers to customize product features to suit their needs before purchase. Inits simplest form, it lets users choose size or color variants, while more advanced versions enable complete personalization of sets, product design, and even technical parameter adjustments.

The configurator typically works in real time, customers can immediately see how their selections affect the product's appearance and price. It's not just a feature, it's an experience that builds engagement, increases trust, and reduces purchase risk.

Core functions of product configurators include:

• selecting options from a list (e.g. color, material, size),
• visual preview of changes (2D or 3D),
• option to enter custom text (e.g. name, number, dedication),
• dynamic price updates based on selected options,
• combination validation (e.g. disallowed parameter pairings),
• integration with inventory and production systems.

Importantly, a configurator doesn't have to be a solution reserved only for big brands. Modern tools are now accessible to small and medium sized businesses as well, and the benefits of implementing them can be truly significant:

• increased conversion rates - customers who can "create something of their own" are more likely to complete a purchase,
• fewer returns - thanks to better visualization and product customization,
• sales process automation - fewer inquiries to the support team, fewer order mistakes,
• standing out from the competition - especially in niche or highly competitive market segments.

However, for a configurator to truly fulfillits role, it must be well matched to the type of product, the sales model, and user expectations. That's why in the following sections, we'll take a closer look at five of the most common types of product configurators and show in which contexts each of them works best.

What are the types of product configurators?

There is no single, universal configurator that fits every industry and every type of offering. That's why it's essential to understand how the available solutions differ - both in terms of functionality and the expectations of the end user.

Below, we present five of the most frequently used types of configurators found in online stores operating under various business models. For each of them, we'll outlineits characteristics and give examples of industries and use cases where it fits best.

3D configurator

The 3D configurator is the most technologically advanced version of a configurator. it allows the customer to rotate the product, zoom in and out - all within a three-dimensional space. This way, the user has full control over how the customized product looks from every angle.

How does it work?

Behind the scenes, a special rendering engine displays 3D models in real time. The customer can change product elements (e.g., the color of a sofa's upholstery, the shape of the legs, the type of handles), and these choices are instantly reflected in the visual preview. What's more, some configurators even simulate moving features - such as reclining a chair, opening a cabinet, or turning a bicycle's handlebars.

What's in it for the customer?

• Full sense of control - the customer sees the product exactly as they will receive it .
• Minimized purchase risk - especially important for high-budget products.
• Interactivity - the customer "plays" with the product, which increases engagement.

For which industries?

The 3D configurator is primarily used in industries where spatial appearance and product details play a key role in the purchasing decision. Example industries include:

• furniture - personalized sofas, wardrobes, tables with 3D rotation options (more about configurators for the furniture industry in a separate article),
• automotive and motorcycles - customization of appearance, rims, paint, accessories,
• industrial - machines, technical components, modular constructions,
• interior furnishings - lamps, bathtubs, shower cabins, decorative elements,
• bikes, scooters, sports equipment - selecting components in 3D.

What should you know before implementation?

While a 3D configurator makes a strong impression,its implementation comes with certain requirements:

• need for 3D models - they must be created or purchased,
• higher technical load - a solid infrastructure is required (e.g., hosting, cloud rendering),
• higher implementation cost - but it can pay off quickly, especially for premium products.

Visual configurator (2D)

Visual configurator, also known as 2D configuration or classic variant preview, is a solution that allows customers to modify the appearance of a product in a simpler way than in 3D - without the ability to rotate the object, but with an instant "flat" or photographic preview of the changes.

It is one of the most popular and versatile types of configurators, commonly used in e-commerce, especially where aesthetics or choosing between predefined variants is key.

How does it work?

The user selects elements of the product-such as color, finish, pattern, or layout and the visualization on the screen updates in real time to reflect those choices. The changes can apply to entire components (e.g., cabinet fronts), fabrics (e.g., upholstery), accessories (e.g., buttons, zippers), or even full graphic layouts (e.g., a print on a T-shirt).

This type of configurator usually relies on swapping predefined image layers or graphical assets, making it simpler to implement than 3D solutions, yet still highly visually appealing.

What does the customer gain?

• Instant preview of the configured product's appearance.
• Sense of control over aesthetics - color schemes, textures, element layout.
• Fast performance - the configurator loads quickly and doesn't require advanced devices.

Which industries benefit the most?

This type of configurator works particularly well in sectors where the appearance of the product is the main purchasing factor, butits spatial form is not as critical. Example industries include:

• fashion - personalization of clothing, shoes, accessories,
• furniture - selection of colors, upholstery, fittings in a static preview,
• home décor - curtains, pillows, prints, lamps,
• handmade product e-commerce - choice of patterns, fabrics, accessories,
• sportswear - building your own outfit or team kit.

What should you know before implementation?

Although a visual configurator is less resource intensive than 3D, it still requires solid preparation:

• need to prepare graphics or layers for each variant (e.g., 10 colors = 10 layers),
• well thought out order of options - to prevent the customer from getting lost in the process,
• aesthetic and consistent UI - the customer must clearly see what they are selecting, with no visual glitches.

Thanks to their high flexibility and relatively low entry barrier, visual configurators are an excellent choice for many online stores, especially those looking to offer product personalization without investing in 3D modeling.

Bundle configurator

The bundle configurator is a solution designed for selling sets of products that customers can assemble according to their needs. Instead of customizing a single product, the user builds an entire package by selecting individual items from predefined categories. This is a highly effective way to increase cart value and offer greater flexibility to customers.

How does it work?

The bundle configurator acts like a virtual shopping assistant. The customer goes through a step by step process to select individual components of the bundle,these might include:

• living room furniture: sofa + armchair + coffee table,
• cosmetics: shower gel + cream + serum,
• gaming gear: keyboard + mouse + headphones,
• gifts: wine + candle + greeting card.

Each item can be selected from several variants. A well designed bundle configurator should automatically check stock availability, calculate the total price, and display a preview of the set in an attractive way.

What does the customer gain?

• The ability to assemble products without having to go back to the store's main page.
• Confidence in compatibility - everything comes from the same collection or category.
• Time savings - one purchase = multiple products.

For which industries?

A bundle configurator works perfectly in cases where:

• products are often bought together,
• compatibility between components is important,
• there are ready-made categories or collections.

Example industries:

• furniture - living room, garden, or kitchen sets,
• cosmetics and beauty - ready made skincare routines, gift boxes,
• home appliances/electronics - starter kits: coffee machine + coffee, laptop + bag + mouse,
• food and beverages - tasting sets, gift baskets,
• corporate accessories and gadgets - sets for employees or business clients.

What to consider before implementation?

To make a bundle configurator effective and user-friendly, it's essential to ensure the following:

• inventory integration - unavailable items should be clearly marked,
• logical restrictions - e.g., it shouldn't be possible to add two of the same item in the same role (e.g., two main dishes in one set),
• ability to save the set - the customer may want to return to the configuration later,
• full visual overview - a summary or image of the full set, preferably in a graphical format.

This type of configurator is excellent for supporting cross-selling and up-selling strategies, and it's particularly effective during seasonal and holiday campaigns. Importantly, it can be attractive in both B2C and B2B contexts - for example, when assembling welcome kits for new employees.

Personalization configurator

Personalization configurator is a response to the growing customer demand for products that not only serve a practical function but also have a personal touch. It's a tool that allows customers to give a product unique features: add a name, number, engraving, custom graphics, colors, and sometimes even a photo or logo.

For many brands, personalization is no longer just an add on it has become the core of their sales strategy. The personalization configurator acts as a bridge between a standard offer and individual expectations.

How does it work?

The user enters an interactive form where they can:

• enter custom text (e.g. child's name, dedication),
• select font, color, and layout of the print or embroidery,
• upload a personal image or logo (e.g. for a phone case, bag, or mug),
• choose an icon, graphic symbol, or artwork from a predefined library,
• set the placement of the personalization on the product preview.

In many cases, the system automatically presents a visual preview of the final product, so the customer knows exactly what they will receive.

What does the customer gain?

• Uniqueness - no one else will have the exact same product;
• Satisfaction from taking part in the creation process;
• Confidence that the order is tailored to a specific person or occasion (e.g. gift, event, company campaign).

Which industries benefit most?

Personalization configurators are especially popular in segments where emotion and identity play a key role, such as in personal, gift, children's, occasion-based, and branded products.

Example industries:

• gifts and souvenirs - mugs, bags, phone cases, frames, wooden boxes,
• fashion and accessories - t-shirts, hoodies, caps, bags with print or embroidery,
• children's products - backpacks, drawstring bags, school sets, clothing,
• jewelry - engraving of names, dates, symbols, or coordinates,
• corporate merchandise - notebooks, power banks, event kits with logos,
• print on demand - posters, canvases, puzzles, photo books.

What should you know before implementation?

Implementing a personalization configurator requires special attention in three key areas:

• print/engraving logic - it's important to limit text length, manage special characters, and set proper scaling to avoid design errors,
• visual preview - customers need to clearly see what their customized product will look like before clicking "order",
• production process automation - data from the configurator should be sent to the production system in a ready to use format (e.g. PDF, SVG).

A well designed personalization configurator not only increases sales and margins (customers are willing to pay more for a unique product) but also builds a strong emotional bond with the brand, because the customer feels like a co-creator.

Functional configurator

A functional configurator focuses not so much on the appearance of the product, but onits performance and technical specifications. Instead of choosing colors or patterns, the customer makes decisions that affect the efficiency, features, or intended use of the product.

This type of configurator is typical for more complex products, those that need to be precisely matched to the work environment, technical requirements, or individual user needs.

How does it work?

The functional configurator guides the customer through the selection of:

• technical parameters (e.g. motor power, load capacity, resolution),
• user features (e.g. material type, language version, additional modules),
• functions or accessories (e.g. control type, cooling system, power supply type),
• use cases (e.g. indoor vs outdoor work, low temperatures, uneven terrain).

In many cases, this configurator works like an intelligent form that:

• limits selection to available, compatible options,
• calculates resulting parameters (e.g. weight, run time, efficiency),
• displays real time pricing,
• can generate a product sheet or technical specification in PDF format.

What does the customer gain?

• Confidence that the product meets technical requirements.
• No need to contact the sales department for pricing or consultation.
• An automated selection process that shortens purchase time and reduces errors.

Which industries benefit most?

This type of configurator is especially important where the product is not "one size fits all" but must be tailored to specific industry, application, or environmental requirements. Examples include:

• industrial and automation - machines, robots, conveyors, production tools,
• bicycles and sports equipment - frame, suspension, brakes, drivetrain selection,
• B2B electronics - surveillance systems, server devices, UPS units,
• construction - technical windows, structural elements, mounting systems,
• e-commerce for technical products - custom computers, office, medical, and HVAC equipment.

What should you know before implementation?

A functional configurator requires careful attention to logic dependencies and precise product data. When implementing, you should:

• plan conditional rules (e.g. if option A is selected, option B becomes unavailable),
• prepare a parameter database with defined relationships,
• consider integration with ERP and production systems (for offers and documents),
• design a clear interface - technical configuration should be understandable even to non-technical users.

A functional configurator significantly shortens the quotation process and reduces errors, while also making it possible to offer even complex products online, without the need for a sales advisor.

How to choose the right configurator?

Choosing a configurator is a strategic decision that should be based on your specific business needs, the type of products you offer, and the way your customers make purchasing decisions. It's not just about aesthetics or the "wow" factor. A good configurator is one that genuinely supports sales, streamlines the buying process, and fits your industry and logistics model.

Below are five key steps to help you make the right choice:

1. Define your business goal

Start by asking yourself: why do I want to implement a configurator? The most common goals include:

• increasing conversion (more customers complete their purchase),
• reducing returns (customers know what they're buying),
• increasing cart value (bundles, add-ons),
• simplifying customer service (fewer emails and phone calls),
• standing out from the competition (e.g. with 3D or personalization features).

Once your goal is clear, choosing the right type of configurator becomes much easier.

2. Consider what you want to offer

A different type of configurator is needed if you're selling modular furniture versus offering a cream jar with engraved lid. Ask yourself:

• Does the product have many aesthetic variants (colors, fabrics, finishes)?
• Does the product involve key technical specifications that affect functionality?
• Do customers frequently ask about personalization options?
• Do you want to allow customers to combine products into bundles?

A good idea is also to analyze the past questions and issues reported by your customers.

3. Take user expectations into account

Your end user may have different needs than you do as a business owner. It is therefore worth taking a closer look at:

• What does their buying journey look like - do they need a lot of information or make decisions quickly?
• Do they use mobile devices? (the configurator must be responsive!)
• Do they care more about visual aesthetics or technical precision?

For younger users, visuals may be important (e.g. 2D or 3D preview), while B2B clients may focus more on technical data (functional configurator).

4. Assess your technical and budgetary capacity

Each configurator has different requirements, both in terms of assets (images, 3D models, technical specs) and implementation costs. Key questions to ask:

• Do you already have product photos or 3D models?
• Can you create a database of variants and parameters?
• Does your store platform (e.g. Shopify, WooCommerce, Magento) support configurator integrations?
• Do you have a budget for a more advanced implementation?

A well planned implementation starts with a thorough resource analysis. Sometimes it's better to begin with a simpler solution and expand it over time.

5. Consider system integration

A configurator shouldn't operate in isolation from the rest of your store. It needs to integrate with:

• your inventory system (to keep product availability up to date),
• your ordering system (so the selected configuration can be processed seamlessly),
• your customer panel (to store configuration history),
• your production system (especially in the case of personalization or functional configurators),

It's worth discussing integration paths with your solution provider early in the planning stage, including connections with CRM and marketing automation systems (e.g., saving abandoned configurations for later remarketing).

The right configurator can act like an additional salesperson: guiding the customer through your offer, resolving doubts, and delivering a ready, customized product. But to succeed, it must be tailored to real needs, not just trendy or flashy.

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Summary

As you can see, product configurators come in many forms, from simple bundle builders to advanced 3D visualizations and functional setups. Regardless of the type, they share a common goal: helping your customers better understand your offer, make faster purchase decisions, and order exactly what they need.

A well designed configurator:

• increases conversion rates,
• enhances the user experience,
• simplifies the sales of even complex products,
• can help your brand stand out from the competition.

But… not every configurator is right for every business. That's why it's so important to choose a solution that fits not only the product itself, but also your customers, logistics, and technical infrastructure.

If you're wondering which configurator is best for your e-commerce business or if you're planning to build a custom solution, we're here to help you design and implement it.

At WebMakers, we have over 12 years of experience building web applications, including product configurators for e-commerce, the furniture industry, interior design, and B2B sectors. We support our clients at every stage, from needs analysis and UX/UI design to integration with sales and production systems.

Book a free consultation and see how we can support your business: https://webmakers.expert/specjalizacje/ecommerce/konfigurator-produktu

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