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What are the benefits of implementing a product configurator in e-commerce for both customers and online store owners, and how can it be done properly? This was the topic of discussion between Agnieszka, Business Executive, and Damian, CTO, in the latest episode of the WM Talks podcast. We invite you to read the transcript of the conversation.
Agnieszka: In today's episode, we wanted to talk about how product configurators are transforming e-commerce.
Damian: In general, we'd like to divide the entire discussion on configurators into four segments. The first segment will be an overview what a configurator is and how it works. Then, we'll discuss the benefits of using configurators. After that, we'll cover how to implement and effectively utilize a configurator. Finally, we'll address the future of configurators, products, and the latest trends and innovations in this area.
Agnieszka: So let's start with what a configurator actually is and where it all came from. In my opinion, we're seeing a significant increase in interest in product configurators in the market today. Every week, we receive inquiries from our clients about these configurators. I think this is largely because everything nowadays needs to be personalized. Internet users expect personalization - personalized sales messages, ads, product recommendations, and even the products themselves that they want to buy. And that's precisely why product configurators are the answer to this need for personalization. They allow us to tailor a product exactly as we want it, creating it in a way that suits our preferences so that we or the people we are buying a gift for feel that the product is truly made for them.
These types of configurators are used in B2B and B2C stores, as well as on large marketplace platforms. I believe they can be found virtually everywhere now. Why are they so popular? Damian, I think you'll agree with me that it's because they allow us to configure a product from A to Z—from start to finish. Of course, some configurators enable more extensive customization than others, but in the end, the result is exactly what we expect.
Damian: I would also add that, from a technical perspective, a product configurator is essentially a transformation of the customer's requirements and expectations into a structured, technical model. Based on this model, an order can then be fulfilled, with the product fine-tuned specifically for that customer. In a way, this process automates the entire journey. The customer arrives with certain expectations and doesn't need to message the manufacturer or store owner about their desire for a customized product. Instead, they can easily configure it themselves with just a few clicks. The system records this information, and the order can then be processed automatically, rather than through a back-and-forth exchange of messages with customer support. This significantly reduces the overall order processing time.
Examples of configurators
Agnieszka: I think that nowadays, both small and large brands frequently use configurators, not only for purely sales purposes to attract new customers but also large brands often leverage configurators for marketing purposes. For example, Coca-Cola's entire campaign with personalized Coke cans or Nutella allowing customers to add their names to Nutella labels, making them perfect for gifting. There are also many other brands using similar approaches. Do any other examples come to your mind? I was also thinking about a campaign by Nike from some time ago, where customers could design their own shoes. I believe that for such brands, this is not primarily a sales function to gain more customers, but rather a marketing strategy - encouraging people to engage with it and generating buzz.
Damian: Yes, exactly, as you mentioned, there are two key aspects to this. One is marketing, because it creates excitement and engages the user in a unique way. On the other hand, e-commerce systems are constantly evolving, becoming more advanced and interactive. This results in an easier and more intuitive experience for users, making it simpler for them to make purchasing decisions when configuring a product is quick and straightforward.
Agnieszka: I completely agree with you. If something is simple and intuitive, I personally enjoy using it, and I believe many other users feel the same way. I also thought about industries where configurators are already a part of our daily lives. One obvious example is the automotive industry and car configurators. I think most of us have, at some point, played around with configuring our dream car and checking how much it would cost. Another for sure is the clothing industry, furniture, doors, windows, even summer houses at the moment we can design ourselves, such modular houses.
Some examples of configurators we've worked on include a configurator for the packaging industry, where users could create their own custom packaging. We also developed a configurator for selecting rims and tires for cars, which significantly simplified the process for people unfamiliar with the automotive industry by helping them choose the right size. Another interesting project was a sports card configurator for football and other sports fans, which turned out to be a great gift idea for kids. Users could add a child's photo, select their favorite sports club, and make the child feel like a real professional player.
Damian: We need to realize that we are entering an era of e-commerce where we are moving away from generic, non-customizable products towards fully personalized experiences. Naturally, product configurators are following this trend, enabling increasingly seamless customization to meet market demands. If you walk into a physical store, let's take a bike shop as an example: you might want to buy a bike but prefer a different saddle, pedals, or frame. In a physical store, a salesperson can assist you in making those modifications. E-commerce has adapted to this demand by introducing online configurators, allowing customers to customize a base product to fit their exact needs.
Benefits of using a configurator
Agnieszka: In a way, the salesperson in a store acts as our product configurator, you could put it that way. Alright, moving automatically into the next segment of our discussion, I'd like to now talk about the benefits of these configurators. What exactly do we gain from them, both as users and as online store owners? What does an online store gain by implementing a configurator on its website? Do you have any examples from your side? I'll probably add some as well, based on what I know about our clients and what they expect.
Damian: Yes, first and foremost, the key value we provide to the customer is personalization. As I mentioned earlier, nowadays, customers want to personalize their products, they want something tailored to their needs. A configurator enables this in a very user-friendly way, allowing users to see the customization results instantly. It could include a 3D editor, or it might generate preview images in real time. The interactivity of such a tool is crucial, you can immediately see how your modifications affect the final product, including how they impact the price. If you change one element, you can instantly see how that alters the cost, making the entire buying process more intuitive. This directly supports the regular purchasing process, as customers can clearly see what they can modify and how it influences the final outcome.
Agnieszka: So, we can automatically link this to increased sales. Even if a customer isn't satisfied with the default options, they can always customize the product to create exactly what they were looking for. Additionally, the configurator itself can suggest modifications, offering recommendations like "add this option, it might be a better fit for you". This certainly contributes to higher sales. I'd also add that a configurator speeds up the purchasing process. Customers can tailor the product to their needs much faster without having to call the company, consult with a sales representative, or wait for a personalized quote.
Another important factor is that younger generations often avoid phone calls and prefer handling everything online. For them, a configurator can be a strong motivator to buy from a store that offers a seamless online experience. If another store requires a consultation with a sales rep, waiting for a custom quote, and going through multiple conversations about the product, they might simply choose the competitor that allows them to complete the entire process online and just wait for delivery. That's another way configurators can drive sales.
Damian: We need to recognize that younger generations have grown up in a digital environment where everything can be configured with just a few clicks. Unlike the past, when everything had to be handled face-to-face or over the phone, today's customers expect self-service solutions. Configurators are a direct response to this shift, catering to the new wave of consumers entering the market. It's essential to be prepared for this by making the buying process as simple as possible. Future customers expect seamless, streamlined shopping experiences that require minimal effort, ideally just clicking through options rather than engaging in lengthy consultations or back-and-forth communication.
I'd also add that from a sales perspective, configurators create a wow effect. They differentiate an online store from standard e-commerce websites. Especially if the configurator includes a 3D editor that allows users to rotate and explore the product in real-time. Being able to immediately see how modifications look from every angle in a 360-degree view is a major advantage. This extra feature can be a deciding factor when customers choose between two stores. If one offers an advanced configurator that lets them thoroughly inspect product variations, they are more likely to choose that store over a competitor that lacks such an interactive experience.
Agnieszka: Let's just add that this has to be done properly. A configurator designed to create a wow effec, one that's advanced and interactive, must function smoothly from start to finish. If it's not user-friendly or doesn't work as expected, it could backfire. A frustrated customer may simply leave and opt for a competitor with a simpler or more intuitive tool or even a store that doesn't require a configurator at all. So, this is definitely something to think through carefully. The key is to implement it well and avoid going overboard.
Damian: That's an important point. In general, not just with configurators but with any digital solution, the key is finding the right balance. You don't want to overcomplicate things, but you also don't want to oversimplify to the point where the configurator loses its value. It's about striking that optimal middle ground for implementation.
Agnieszka: From a store owner's perspective, I think a product configurator is also a great way to open a new sales channel, even while keeping the traditional sales process through a representative, including preparing sales offers. Regardless of that, a configurator can serve as a new purchasing platform, an independent sales path that operates separately from sales representatives. It eliminates the need to hire an additional person to handle this channel. In the end, the customer either places an order directly, or the configuration is forwarded to a representative, who then prepares the offer in the same way they would after a phone consultation. So, it's definitely a valuable sales channel.
Damian: Yes, this is quite similar to the car sales process you mentioned earlier. When we visit a showroom, we talk to a sales representative who gives us an overview of the pricing and features of a car. However, in many cases, they later send us a link to an online configurator where we can fine-tune all the details to our personal preferences. The final configuration may end up being quite different from what the salesperson initially described in person. This is a great example of how two independent sales channels can coexist. On one hand, there's the human factor, which helps build trust by providing a direct, hands-on experience with the product. On the other hand, there's the configurator, which allows customers to explore details and fine-tune their choices independently.
These two channels complement each other, strengthening the customer's engagement with the brand and increasing their confidence in making a purchase.
Agnieszka: At the same time, the configurator also educates the customer. By using it beforehand, they become familiar with the available options, features, and customizations before visiting a showroom or speaking with a salesperson. This means they already know what they want and what to expect, making their buying process much more informed compared to someone walking in without any prior knowledge of the brand or product.
Damian: Exactly, this works in two ways. On one side, the configurator helps educate customers, making them more prepared when they interact with a salesperson. On the other hand, from the customer's perspective, it gives them better negotiation leverage. They come in knowing what options exist, what can be added, and what to ask for things they might not have been aware of otherwise. This deeper understanding allows them to make more informed purchasing decisions.
How to effectively implement a product configurator?
Agnieszka: Alright, moving on to the next part of our discussion, I'd especially like to ask you, as a technical expert, how to effectively implement a configurator and make the most of it? How can we do it in a way that makes sense, maximizes benefits, and ensures that we're spending our money wisely? Obviously, implementing a configurator is an investment for a business owner, so how can we do it properly to make it worthwhile?
Damian: From my experience, I'd say that it's crucial to integrate the configurator directly into the purchasing process. It shouldn't be a separate system that users are redirected to from the product page. The most effective approach is embedding the configurator within the product page itself so that the customer can customize their product without leaving the site. At the same time, there needs to be a technical balance. The configurator shouldn't interfere too much with the core e-commerce platform, as this could cause compatibility issues, especially when updates are released for the platform. It's always important to find a middle ground: seamlessly integrating the configurator into the purchase flow while keeping its technical structure somewhat independent.
Another key factor is the visual experience. As we've discussed before, a configurator should have a bit of a wow factor, but not to the point of being overcomplicated. The customization interface should be visually appealing but also practical. User experience (UX) is critical here: it should be intuitive, requiring as few steps as possible for customers to make their selections and instantly see the results. From a technical standpoint, businesses should avoid minimalistic solutions like redirecting customers to an external editor. This kind of setup often leads to a drop-off in the purchase process, as many users may abandon their order when they feel like they've left the main store website.
Agnieszka: They might think they've been redirected somewhere else and feel hesitant to continue.
Damian: Exactly. The configurator should be integrated within the sales flow while maintaining a technically independent structure that doesn't interfere too much with the core e-commerce system. Ideally, it should function as a standalone module or plugin that can evolve separately from the main e-commerce platform.
Where to start with configurator implementation?
Agnieszka: Let me ask you this, imagine I'm a complete beginner. I own an online store and want to implement a configurator, but I have no idea where to start. What should I do first before reaching out to a company for a configurator? What should I know beforehand? What are the key questions I need to answer?
Damian: The best way to start is the same as with any new project: clearly define what you want to achieve and what expectations the configurator needs to meet. What is the final outcome you're aiming for? Write everything down. Next, once you have everything written down, it's also a good idea to gather feedback from regular customers or users in general. Is there actually a need for such a feature? What would make their decision-making process easier when it comes to purchasing? How would they prefer to navigate through different product variations? In general, you can approach this from a research perspective, think about it, write it down. Then, of course, verify to what extent your store's products are customizable. Do they have specific attributes recorded in your database that can be parameterized? This is already a more technical topic, so at this stage, it's worth consulting with technical experts who can provide guidance in this aspect.
They will guide you, assess what possibilities are available, and once you have a complete set of data, knowing what you want to achieve, what you expect, and what options are feasible, you can proceed with research. If the research does not yield satisfactory results, you may need to opt for a custom solution right away. Regarding the research phase, it's always worth checking whether there are already existing solutions on the market, such as a plugin for WooCommerce or another e-commerce system. However, I strongly caution that ready, made plugins are not always a complete solution. One issue is that most plugins are not tailored to specific needs, they are generally designed in a universal way and often still require significant customization, which in many cases may not even be possible. Another important point to keep in mind is that the performance of such plugins may not be sufficient when operating at a larger scale.
It's always a good idea to consult a technical expert who can review the plugin and verify how it is written. One common issue that often troubles online store owners, especially those using open-source solutions with pre-built plugins. is that many of these plugins haven't been updated in a long time. Security patches are not implemented, they often contain vulnerabilities, and this can lead to serious problems. A plugin may work well and serve its purpose initially, but after a few weeks, the store could get hacked, with the plugin being the weak link that allowed the breach. Of course, plugins often seem like the cheapest and fastest solution, but at the same time, they can significantly undermine the business model, damage the store's reputation, and negatively impact its image.
You should always start by carefully evaluating what you want to implement and then consider whether it is a sufficient solution that meets your needs. If not, you might prefer to go for a more tailored approach and, for example, commission the development of such a configurator directly from a company that specializes in this type of software. In this case, everything would be aligned with your expectations, your vision, and essentially custom, made exactly as you want it.
Agnieszka: And can such a configurator be custom, made but in a very basic form, completely simple at the beginning, when I don't yet have the budget for a large solution like the one I ultimately dream of? I would like to have a simple solution, but I am a bit afraid of plugins and the issues you just mentioned. Can a dedicated configurator also be made in a simplified version?
Damian: Yes, absolutely. In general, configurators work similarly to any other system. You can always start with a simplified version and gradually expand it over time. The same principle applies to plugins, you don't need to create a feature-packed plugin from the start or implement every possible configuration right away. You can develop what is called an MVP (Minimum Viable Product), a basic version that already adds some customization functionality.
As time goes on and you observe how it performs in your store, whether customers use it, whether it contributes to additional sales, and consequently whether you generate extra revenue, you can reinvest in the configurator, gradually expanding it with new features. You can refine it, add more advanced options, and introduce features that create a wow effect. As we mentioned earlier, these enhancements can further drive sales.
Create your product configurator with us.
Directions for the development of vonfigurators
Agnieszka: And in the future, we will be able to expand this dedicated configurator without any problems, adding the features we dream of, whether they are requested by our users or aligned with emerging trends in this field. I think this is a great time to move on to the next topic we wanted to discuss: the future development of configurators. What will happen to them? In which direction are they headed? What innovations might emerge? Do you already see any trends appearing that could change everything? I've certainly heard a lot about AI, and even our clients are starting to ask about implementing AI in configurators. What do you think, where is this going?
Damian: Yes, AI is definitely one of the major trends, and it really gained traction about a year ago. Of course, AI was already present in the minds of businesses and users before that, but last year was a turning point. Many companies realized or even woke up to the fact, that AI is knocking on the door and needs to be implemented as soon as possible. We can already see this shift happening in product configurators and e-commerce systems in general. When it comes to configurators specifically, there's huge potential for AI integration.
Such AI can adjust subsequent filters based on the filters we select because it already knows, for example, that users who previously used certain filters usually ended up purchasing a specific product. In this case, the configurator can take a step ahead, so the customer doesn't have to figure out 100% on their own what they actually want. Instead, the AI acts as a virtual advisor, automatically setting the next steps in the configuration process. So, this is one of those aspects where AI can enhance the configurator experience.
And the second aspect is that, based on how the user customizes a product, this provides valuable insights for the store owner. The colors they choose, the specific requirements they have for a product, all of this reveals a lot of information. While a human might not be able to psychologically analyze this data in real time, machine learning algorithms can classify users, gain deeper insights into their preferences, and predict what they might need in the future or even what they need right now. As a result, AI can intelligently recommend additional products based on how a user has personalized a single product. This makes it a powerful tool, and stores that implement it will likely see higher sales effectiveness and stronger customer loyalty to their brand and shop.
AI and product configurators
Agnieszka: This could probably be linked to customer history. If it's a returning customer, we could even predict their future needs. I see this being particularly useful for children's clothing and shoes. Children are constantly growing, and the system could somehow predict their current age and what clothing size they should be wearing. Based on that, it could suggest relevant products, recommending what we should buy for the child according to their age at that moment.
Damian: Yes, and beyond just clothing size, the designs and themes of those clothes could also be automatically recommended by such a system. AI can detect patterns that the human eye might not always notice. For example, if a customer has previously purchased clothing featuring a specific cartoon theme, the AI could predict which cartoons might interest the child in the future and start offering clothing with that theme even before the parents think about it.
In general, as we mentioned earlier, we live in times where people don't like spending too much time thinking about decisions. Sometimes, simply recommending a ready made product can be a game changer. A parent may not even be considering buying a particular piece of clothing, but if they receive an email with personalized recommendations, where they can immediately picture their child wearing that item, they are much more likely to click through and buy it. This significantly shortens the purchasing journey.
Agnieszka: I've always dreamed of product visualization, especially when it comes to buying clothes. I personally struggle with shopping for clothes online because I never know how they'll look on me. Do you think this trend will catch on? I've read that some companies are already exploring it, though it's not very common in Poland yet. Do you think this is the future? Are we capable of implementing such a technology from a technical perspective?
Damian: Yes, absolutely. There are two major trends emerging here. The first trend is AR (Augmented Reality), where we can use a smartphone camera to scan our surroundings. For example, if we want to buy a new table, we could virtually place it in our living room and immediately see how it fits in real time. We could also modify certain elements of the table change its legs, add different accents and these changes would appear live in our camera view. The same principle applies to fashion accessories, such as glasses or jewelry. For example, a woman could turn on her selfie camera, and a necklace would automatically appear on her image. She could change designs and instantly see which one looks best on her.
Essentially, what we currently do in a physical store in front of a mirror can be completely transferred to an online experience, where we look into our smartphone and adjust items virtually. The second trend is VR (Virtual Reality). Already, there are AI-based systems that can scan a person’s face and entire body, creating a virtual avatar that accurately resembles them. This virtual avatar can then be dressed in various outfits, seated in different cars, or placed in various environments, allowing customers to see exactly how they would look in different scenarios. Here, only imagination is the limit, as this avatar can be integrated anywhere in the shopping process.
Well, and at the same time also the first such, we can say "e-commerce", which are strictly dedicated to VR technology, are already being created. That is, we enter such a virtual store, we can pick up the shoes, look at them, holding them in our hands from all sides. We can even put them on our foot and evaluate simply how they fit on that foot. We wear the watch and look at the hand and see how that watch looks on our body. Such a virtual avatar can also enter a furniture store, where there is a set of different furniture. And here it is even that much better than such a configurator in 3D mode, because in the form of this avatar we can tangibly open the furniture in question. Open the cabinet, see what it looks like from the inside, open the drawer, see what kind of spaces it is.
AR technologies
Damian: This opens up a spectrum of new possibilities for us here, because in addition to seeing, we can actually touch these objects in just such a mode, so to speak, online, sitting quietly at home, without going anywhere outside. We are able to feel, touch, see. This is a very big advantage of what is currently on the market, and just as it used to be hard for us to break through to buying something via the World Wide Web, I think it is a matter of time, and we will also break through to buying simply in virtual reality.
Agnieszka: Yes, and this can be especially important for people who do not have time, are busy, or even on Sundays, when the stores are closed and we have free time, we would like to look at something, and we do not have the opportunity to go to that store. Then we could do it independently, in virtual reality, and just have the problem of buying furniture out of the way.
Damian: Provided they do not introduce non trading Sundays.
Agnieszka: In virtual reality. Well, nobody knows that. I hope not, because it can make things a lot easier for us, though.
Damian: Already now, you can say, such a phrase, prompting quite popular is getting. That we prompt AI, which returns us some knowledge, some results, and it will be the same with products in the store. We don't have to click and search for their products, we just write that we are interested in a 5x5 pool in such a color, with such a depth, it should also have such, and not other, equipment, and simply the store immediately generates a whole product with all the equipment and we just click order and get here, for example, just a pool strictly tailored to our needs.
Virtual assistant in configurators
Damian: This will make it very much easier, because now I personally experience that if I want to buy something, especially that requires a lot of add ons, it is time-consuming and sometimes I would just like to write in a few sentences what I expect, and such a virtual assistant will simply provide me with a set of products here, tailored strictly to my requirements.
Agnieszka: Yes, and I think it's going to be something that's going to come into our daily reality very quickly. I'm not a technical person, but I think it could be quite even simple to implement. Correct me if I'm wrong, but I think it can be done in a simple way right now.
Damian: Yes, as much as possible. I'll even tell you frankly that I'm already wondering why it's not on the market, because looking from a technical point of view, it's actually understanding what the customer wants, mapping all these expectations into attributes accordingly, and searching for that across the base. This is not a difficult case at all, in fact, I would even dare say that if here any customer would come to us, that he wants this type of prompting system, we are able, right now, to do it for him. It will work very well, without any major financial outlay as well, because, as I mentioned, since last year we have had a bit of a relaxation when it comes to AI issues. Here it has gone more into the mainstream. A lot of new tools, APIs have been created that facilitate such, you could say, understanding of the context, what the user expects. And it's just a matter of getting it right, connecting these systems.
Agnieszka: And we are able to create such, you might say, a virtual advisor, a virtual avatar, who will provide us with a whole set of products, or a customized product of the kind we expect.
Ok, I think we've covered the major trends and what's ahead, so I guess it's time to wrap up our conversation today. In conclusion, I would say that it's worth investing in product configurators, it's worth doing it wisely, discerning first what our customers want, what they're really looking for, in order to approach it in a good way. With the right technology, I think also with the right team to help implement such a configurator. Well, and as much as possible, I would encourage everyone to use these new technologies, with AI, and try to do something new, with a WOW effect, that the competition doesn't have yet.
Damian: Yes, exactly, here as we talked product configurators have been with us for some time now and this trend will only expand, that configurators will become more and more intuitive, interactive, faster and faster, giving more and more possibilities. And so, as I mentioned earlier, that my vision is that configuring the product itself will come down to the fact that we will write in a few words what we expect, we won't have to click it all out anymore, and the system will return to us exactly what we expect and what we specified, which will significantly reduce the purchase path itself, because everything will boil down to pouring our thoughts and our vision, so to speak, into the system, which will do all the work for us and recommend the best products we are able to get within the assumed budget or vision.
Agnieszka: And once customers get used to it, they won't want to use the standard shopping path anymore, and I think they'll get used to this type of configurator as well, because everyone these days wants to have everything personalized. Alright, I encourage you to contact us, if you need help with the configurator, would like to implement it at your place, but don't know how to go about it, you are more than welcome to contact us, we will be happy to help, advise and I think we will create something cool together.
Thanks to Damian for this conversation and we'll hear from you.
Damian: To be heard.
