Product Configurator: Personalization, AI, and Higher AOV

What is a product configurator? Why should I even care? Do I really need one? You're not alone. These are the same questions many retailers are grappling with as they try to keep up with the ever-evolving digital shopping experience.

People want choices. They crave personalized experiences. And as an ecommerce business, that means showing your products in a way that gives them exactly what they want—even when they can't touch or see the items in person. That’s where the product configurator comes in.

 

What Is a Product Configurator?

A product configurator is a digital tool that lets customers customize a product in real time right on a website.

They can choose colors, materials, sizes, features, or add-ons. As they make changes, they see the product update instantly on the screen.

Unlike static images or long dropdown menus, a product configurator gives users live feedback.

They interact with the product directly—changing parts, rotating views, even placing it in their room using AR or AI.

 

It feels like trying the product in-store, but online.

Product configurators turn shoppers into creators. They improve customer satisfaction, reduce returns, and make online shopping personal.

No matter the industry, product configurators are now a key tool for modern ecommerce.

 

3D Product Configurators vs. 2D vs. Static Variants

Static Product Images

These are your basic images. Front view, maybe a few angles, maybe a zoom.
You upload multiple photos to show variants — and hope that’s enough.

Pros:

• Easy to implement

• Lightweight and fast

Cons:

• No interactivity

• No personalization

• Can’t visualize combinations or changes

Good for basic catalogs. Not for modern ecommerce.

2D Product Configurators

These allow users to change certain features (like color or size) and update the image accordingly. Often done through layered images or basic swatches.

Pros:

• Slightly interactive

• Better than static images

• Works fine for low-complexity products

Cons:

• Flat experience

• No real-time movement or manipulation

• Can't rotate or explore dimensions

A step forward, but still limited in helping customers “see” the final product.

3D Product Configurators

This is where visual commerce comes alive.
A 3D product configurator lets customers rotate, zoom, and customize a product in real-time right on your website.

Pros:

• Full product visualization from every angle

• Real-time changes for colors, materials, and features

• Interactive experience boosts customer engagement

• Often includes AR (Augmented Reality) or AI (Artificial Intelligence) for real-world placement

Cons:

• Requires more resources to set up

• Needs integration with your backend logic or rule engine

• Not all platforms support it natively

Best-in-class for personalized ecommerce. Essential for complex or high-ticket products like furniture.

 

How Does a Product Configurator Work?

Here’s how a typical product configurator works:

• Product selection: The customer begins by choosing the base product they wish to customize.

• Customization options: The product configurator presents a range of customizable options, such as color, material, and additional features. The user can select these options according to their preferences, all while seeing real-time updates on how these choices affect the final product. This enhances the product customization experience.

• Validation: As the customer makes their selections, the product configurator’s built-in rule engine works behind the scenes to ensure that all chosen combinations are compatible. This engine uses a set of predefined rules to validate the choices, ensuring that the product can be manufactured as configured.

• Quote generation: Once the customization is complete, the product configurator automatically generates a quote, reflecting the final price based on the selected options. This gives customers a clear understanding of the cost before they proceed to purchase.

• Purchase: With the product fully customized and validated, the customer can confidently complete the purchase, knowing that the final product will match their exact specifications.

Product Configuration Rule Engine

The configurator’s smooth operation relies on a powerful configuration rule engine. This engine is responsible for checking and validating the combinations of components and features that the customer selects.

By applying a comprehensive set of rules, it ensures that every configured product is both feasible and ready for production. This not only prevents errors but also simplifies the entire configuration process, making it efficient for both the customer and the business.

 

Types of Product Configurators

Website product configurators come in various forms, each tailored to different types of products and customization needs.

Here’s a breakdown of the main types and how they can enhance customer experience and streamline the sales process.

1. Configurators for Products with Variants and Options (PTO - Pick-to-Order)

PTO configurators are among the simplest and most common types of configurators found in online shops.

• Customers can select from different colors, materials, sizes, or finishes.

• These may include additional features or accessories that enhance the base product's functionality or appeal.

2. Configurators for Products with Variants, Options, and Dependencies (ATO - Assemble-to-Order / CTO - Configure-to-Order)

ATO/CTO configurators handle more complex products where numerous variants and options are available.

• These product configurators manage extensive options and their interactions. For example, a custom-built sofa configurator might offer choices for fabric, cushion type, and sectional arrangements.

• They incorporate logic to ensure compatibility between selected options. If a particular configuration requires specific components or excludes certain choices, the configurator will enforce these rules to ensure a functional end product.

3. Configurators for Customized Products (MTO - Make-to-Order)

MTO configurators are designed for products that are made to order based on customer specifications.

• Allows for significant alterations to the product's specifications. For example, a garden shed configurator might let customers define dimensions, materials, and design features based on their unique needs.

• Provides a detailed visualization and estimated pricing based on the customizations. It may also include the capability to handle complex dependencies and restrictions inherent in tailored products.

4. Configurators for New Products (ETO - Engineer-to-Order)

ETO configurators are used in the development of new or highly customized products.

• Assists in designing new products by checking technical feasibility and ensuring all components fit together. They may also help generate technical drawings and cost estimates.

• These configurators include detailed rules to comply with technical specifications and design constraints, helping to ensure the final product meets all necessary requirements.

Each type of product configurator addresses specific needs, from straightforward options selection to complex customizations and new product development. Choosing the right configurator depends on the complexity of your products and the level of customization you wish to offer your customers.

 

Industries Using Product Configurators

Furniture & Interior Design

Furniture is one of the biggest industries using product configurators. Customers want to design furniture that fits their space and style.

With a product configurator, they can change colors, materials, finishes, and sizes. They can see how a sofa looks with different legs or how a table fits in their living room. This reduces returns because buyers know exactly what they are getting. Many online stores now offer 3D, AI or AR visualization, so customers can place virtual furniture in their rooms before buying.

Manufacturing & Engineering

In manufacturing and engineering, product configurators help create complex products with many parts and options. Machines, tools, or industrial systems often need special configurations. A product configurator applies business rules to ensure all parts work together correctly. It saves time for both customers and sales teams. By connecting with ERP and production systems, configurators also speed up manufacturing and reduce costly errors.

Automotive & Vehicles

Car companies have used product configurators for years. Customers can build their own car by choosing colors, wheels, interiors, engines, and more. They see the final product as they make each choice. This creates a personal shopping experience and helps buyers feel confident in their decisions. Automotive product configurators also help dealers collect leads and shorten the sales process.

Apparel & Fashion

In fashion, customization is becoming more popular. Fashion product configurators allow customers to choose colors, fabrics, patterns, and sizes for clothing, shoes, or bags. This makes the shopping experience personal and fun. Shoppers feel more connected to the product when they design it themselves. Brands like Nike and Adidas use configurators to offer custom sneakers, which increase engagement and customer satisfaction.

Jewelry & Custom Accessories

Jewelry product configurators give customers full control over the design of rings, bracelets, or watches. They can select metals, stones, settings, and engravings. 3D visualization shows exactly how the final piece will look. This helps avoid misunderstandings and ensures that the piece meets the buyer’s exact specifications. It also increases trust and reduces returns.

Industrial Equipment

Industrial equipment often has many complex options and features. Product configurators make it easier for businesses to order equipment that fits their specific needs. The configurator applies rules to prevent mistakes and ensures that each configuration is valid. It also integrates with production systems to streamline operations.

Key Benefits of Product Configurators

1. Easily Manage Complex Products

Got a product with endless options? A product configurator makes managing all those choices a breeze. Customers can explore every possible combination without overwhelming themselves (or your sales team). Whether it’s choosing between fabrics or finishes for a couch, it ensures everything fits together perfectly.

2. Stunning 360-Degree Visualization

Configurators offer interactive 3D views that allow customers to see their product from every angle. This immersive experience helps customers visualize how the product will look in real life, enhancing their confidence in their choices and reducing the likelihood of returns.

3. Automation of the Purchasing Process

Tired of manually updating prices or creating quotes? A product configurator automates all that. It calculates costs, applies discounts, and generates accurate quotes instantly based on the customer’s customizations.

4. Optimized Sales Team Focus

Handling repetitive inquiries about product variations can eat up your sales team's time. A configurator steps in to handle the routine stuff, so your team can focus on bigger tasks like closing deals or building relationships.

5. Personalized Experiences Your Customers Will Love

Personalization is key to modern consumer expectations. According to McKinsey, 71% expect personalized experiences, and Deloitte finds 36% crave custom products. A configurator delivers exactly that, leading to higher customer satisfaction.

6. Increased Engagement and Buyer Education

Most websites are full of static content, which can get a little dull. But with an interactive product configurator, customers stay engaged longer and enjoy exploring different options. It’s a fun, educational journey that makes them more likely to buy and feel good about their decision.

7. Cross-Device Accessibility

Whether your customers are shopping from their couch, on the go, or at a trade show, a mobile-friendly product configurator means they can customize and order from any device. With over 50% of online traffic coming from mobile, this is key to reaching more shoppers.

8. Collaboration and Sharing Capabilities

Product configurators make it easy for customers to save and share their designs with others. This collaborative feature is perfect for projects like home renovations or office furniture setups. What’s more, shared configurations on social media can attract even more customers.

9. Smooth Integration with Your Business Systems

Modern product configurators don’t work in isolation. They sync up with your existing systems, whether it’s CRM, ERP, or your eCommerce platform. This means smooth order management, better data flow, and less manual work on your end.

10. Competitive Edge with Customization

Offering a high level of customization not only sets your business apart from the competition but also shows that you’re dedicated to meeting your customers' needs. In a crowded market, this can be the difference between winning a sale and losing one.

11. Reduced Lead Time

Product configurator tools reduce lead time by giving customers all the information they need upfront. Instead of waiting on back-and-forth emails or quotes, they can see product options in real-time, make decisions faster, and hit buy with confidence.

12. Improved Stock Management

Worried about selling products you don’t have? A well-integrated configurator helps optimize inventory management by connecting with your system, ensuring customers only select options that are in stock. This keeps everyone happy and prevents those dreaded "Sorry, out of stock" emails.

13. Higher Conversion Rates

When customers can visualize, personalize, and buy with confidence, they’re much more likely to complete the purchase. Moreover, a product configurator can facilitate cross-selling and upselling by offering additional features or complementary products during the customization process. This not only enhances the customer experience but also opens up opportunities for increased revenue and a deeper understanding of customer preferences.

 

Real Examples of Product Configurators in Action

Tesla: Electric Vehicle Configurator

Tesla’s product configurator creates a fully interactive car-buying experience.

Key features:

• Select battery, performance, color, wheels, and interior

• Real-time pricing updates

• 3D visualization and AR support

Impact points:

• Increases buyer confidence

• Transparent pricing and options

• Fully digital customer journey

Nike: Shoe Product Configurator

Nike uses its “Nike By You” platform to give every customer full control over shoe design.

Key features:

• Customize colors, materials, and logos

• Instant 3D preview of every change

• Smooth ordering process

Impact points:

• High customer engagement

• Unique product personalization

• Supports both casual buyers and athletes

IKEA: 3D Furniture Product Configurator

IKEA uses product configurators to help customers design furniture that fits their homes perfectly.

Key features:

• Customizable shelving units and finishes

• Real-time price updates

• Accurate 3D previews for home visualization

Impact points:

• Helps customers visualize final product

• Reduces product returns

• Supports spatial planning and budgeting

L’Oréal Paris: Virtual Makeup Product Configurator

L'Oréal uses AR-powered configurators to enable customers try makeup virtually.

Key features:

• Virtual try-on for lipsticks, foundations, eyeshadows

• Real-time shade matching

• Full eCommerce integration

Impact points:

• Removes need for physical testers

• Increases confidence in product selection

• Supports beauty industry innovation

Levi’s: Custom Jeans Product Configurator

Levi’s allows denim lovers to create fully custom jeans.

Key features:

• Choose fit, wash, color, patches, and embroidery

• Real-time previews

• Personalized labels and messages

Impact points:

• Complete product personalization

• Strengthens customer-brand relationship

• Reduces return rates

Rolex: Luxury Watch Product Configurator

Rolex allows users to design their own luxury watches online.

Key features:

• Custom dials, bezels, bracelets, and materials

• Real-time price updates

• High-end 3D visualization

Impact points:

• Premium user experience

• Increases confidence before purchase

• Supports luxury market positioning

O Bag: Handbag Product Configurator

O Bag allows users to design modular handbags online.

Key features:

• Custom handles, body shapes, and accessories

• Real-time 2D previews

• Fast checkout process

Impact points:

• Full creative control for buyers

• Higher personalization level

• Strong brand engagement

BMW: 3D Car Product Configurator with AR

BMW allows customers to build their own luxury cars using advanced 3D product configurators.

Key components:

• Full customization of interior and exterior

• Real-time changes to colors, trims, wheels

• Augmented Reality (AR) for life-size vehicle preview

Impact points:

• Personalized shopping experience

• Emotional connection before visiting dealership

• Reduces doubts and increases engagement

Fender: Guitar Product Configurator

Fender’s product configurator helps musicians design custom guitars.

Key features:

• Choose body shape, color, hardware, and pickups

• Instant visual previews

• Simple, step-by-step process

Impact points:

• Creative freedom for musicians

• High product satisfaction

• Reduces post-purchase regret

Workshop Storage: Storage System Product Configurator

Workshop Storage simplifies the process of building complex storage solutions.

Key elements:

• Adjustable dimensions, finishes, and components

• Instant price calculation

• 2D visual previews

Impact points:

• Saves time in design process

• Accurate configurations

• Supports industrial and commercial buyers

 

How to Choose the Right Product Configurator Software

Choosing the right product configurator isn’t just about fancy visuals. It’s about finding a tool that enhances customer satisfaction and makes your operations smoother. Here are the must-have features to look for:

1. Advanced 3D product visualization

Many product configurators rely on high-quality 2D images to showcase products, but these can be limited in terms of interaction and detail.

Advanced 3D product configurators are capable of high-fidelity rendering ensuring realistic product representations. Choose a product configurator that offers interactive 3D previews. Your customers should be able to:

• Rotate and zoom the product

• See real-time updates as they select colors, materials, or sizes

2. Real-Time CPQ (Configure, Price, Quote)

Customers want instant answers. A product configurator with CPQ functionality updates prices on the spot based on their selections.

The benefits of CPQ include:

• Transparent pricing: Prevents surprises at checkout by providing clear pricing throughout the customization process.

• On-the-spot quoting: Enables your sales team to generate immediate quotes for custom orders, expediting the sales cycle, especially in physical stores.

3. AR and AI Integration

To complement your configurator’s 3D visuals, consider one that incorporates augmented reality or artificicial intelligence. AR and AI blends the virtual and physical worlds, allowing customers to:

• Visualize products in real settings: Users can use mobile devices or tablets to view detailed 3D models of their custom products in their own space.

 

4. Guided Configuration

Got products with dependencies or technical options?

A guided configuration tool keeps customers on the right track.

It ensures:

• No incompatible features are selected

• Helpful tips and suggestions are available along the way

• It reduces frustration — and cart abandonment.

5. Automatic Bill of Materials (BOM) Generation

For made-to-order or configurable products, the backend matters just as much as the front. Look for product configurators that automatically generate a BOM for each order.

Why it’s powerful:

• Accurate cost calculations

• Streamlined manufacturing and fulfillment

• Fewer errors, faster production

6. User-Friendly Interface

Even the smartest product configurator is useless if it’s hard to use.

User-friendly interfaces are essential to simplify complex customization in e-commerce. The best configurators guide customers smoothly from idea to purchase with zero confusion.

Make sure your product configurator:

• Works seamlessly on all devices

• Loads fast

• Looks clean and intuitive

 

How Much Does a Product Configurator Cost

A custom-built product configurator can cost anywhere from $20,000 to over $500,000, depending on complexity.

But don’t let those numbers scare you off and let’s break it down.

What Affects the Price?

It all comes down to what you need:

• A basic 2D configurator is on the lower end.

• A 3D product configurator with AR/AI features jumps to the high end.

Want customers to preview an object in their living room? That’s AR.

Want them to snap a photo, remove existing objects, and drop in your products? That’s AI.

It’s powerful tech. But not always necessary or affordable for every business.

Do you really need a $500,000+ tool? Probably not. Unless you're a massive retailer with a highly complex product line, custom builds are overkill.

Most e-commerce stores can achieve incredible results with ready-to-use, subscription-based product configurators.

Zolak: Affordable, Scalable, Powerful

• $140/month — For a full-featured 3D product configurator (zoom, rotate, unlimited options)

 

• $390/month — Includes the full Visual Commerce Suite, with:

  • AI-powered Interior Smart Planner

  • Interactive 3D Showroom

No development costs. No delays. Just plug in and go.

See our product configurator software in action by contacting us.

 

Top Product Configurator Software in 2025

Not all product configurators are created equal.

Whether you're selling furniture, equipment, or modular systems, choosing the right software impacts how customers engage, configure, and buy.

Below is an expert summary of the top 3D product configurator tools in 2025.

1. Zolak AI-Based Product Configurator

Best for: Ecommerce brands seeking real-time customization, immersive showroom experiences, and room planning capabilities.

✔ Pros: Interactive multi-object 3D customization, room planning, AI room scanning, real-time customization, CMS control, 1-month free trial

✘ Cons: Vertical focus — best suited for furniture and decor

2. Cylindo Curator

Best for: Beautiful single-product presentations, especially in furniture and retail.

Cylindo is the luxury pick for brands that want stunning, photorealistic product pages, but you’ll pay for it. It lacks room planning, deep interactivity, or fast editing. Ideal for static product presentations at scale.

✔ Pros: Premium 4K spins, seamless site integration, enterprise-level rendering

✘ Cons: No self-service, basic AR, no free trial, high cost of change

3. Threekit

Best for: Threekit offers strong product customization and visuals with solid AR. But implementation can be long and costly. Perfect for brands with dev teams and long timelines.

✔ Pros: Full AR/3D, high AOV tools, scalable variants

✘ Cons: Slow onboarding, delays, buggy on mobile and browser compatibility issues, high cost

4. VividWorks

Best for: VividWorks combines CPQ, room layout tools, and real-time 3D making it great for furniture and manufacturing. Not the cheapest or the prettiest UI, but powerful under the hood.

✔ Pros: Room planning, dynamic pricing, modular product logic, multi-language and currency support

✘ Cons: UI feels dated, onboarding bumps, visual quality not always consistent

5. Zakeke

Best for: Zakeke lets customers build made-to-order products with configuration options, dynamic pricing, and AR previews.

✔ Pros: Dynamic pricing, AR support and animated 3D model, no-code setup

✘ Cons: UI limitations, occasional slowness with large catalogs, not ideal for deep room planning, sales commission on total cart value (depending on plan)

 

Future Trends in Product Configurators

AI-Powered Product Configurators: Visualize Product Sets in Real Spaces

AI-powered product configurators allow customers to place furniture and decor into realistic 3D room settings. Users can choose from empty rooms or fully furnished environments and customize products with different materials, colors, and textures. By scanning their own spaces via mobile devices, customers can remove existing furniture and experiment with new items in an interactive, lifelike digital scene.

What’s changing:

• Customers can personalize not just products but entire room layouts.

• Real-time 3D visualization adapts dynamically to user changes.

• AI enables scanning of real spaces for precise, customized placement.

• The product configurator supports easy adding, deleting, or swapping of items in a digital room.

Why it matters:

• Helps customers visualize exactly how products fit into their own homes.

• Reduces uncertainty, improving confidence in purchase decisions.

• Boosts customer engagement by offering an immersive, interactive shopping experience.

• Lowers product returns by providing a true-to-life preview before buying.

3D + AR + VR Visualization

Customers don’t just want to see the product — they want to experience it.

What’s trending:

• 3D product configurators offer full rotation, zoom, and real-time visual updates.

• Augmented Reality (AR) lets users place products in their own space.

• Virtual Reality (VR) enables fully immersive showrooms.

Why it matters:

This level of realistic preview reduces uncertainty and helps users make more informed decisions. It also leads to fewer product returns and a more personalized shopping experience.

CPQ Integration (Configure, Price, Quote)

Advanced product configurators now work hand-in-hand with CPQ systems.

What’s evolving:

• Users get instant quotes based on selected options.

• Complex pricing rules and business logic are built-in.

• Sales teams automate the proposal process.

Why it matters:

This drives sales process automation, supports fast lead qualification, and shortens the ordering process, especially in diverse industries like manufacturing or B2B ecommerce.

Voice & Conversational Commerce

Voice technology is entering the product configuration software world.

What’s happening:

• Customers can now build products through voice commands.

• Chatbots help guide users in choosing features and options.

• Conversational UIs simplify the product customization process.

Why it matters:

This reduces friction and allows for a more interactive experience. It’s especially useful for mobile-first shoppers and visually impaired users — expanding accessibility and boosting satisfaction.

Headless Commerce Compatibility

Product configurators are becoming headless — flexible, scalable, and omnichannel-ready.

What’s new:

• Product configurators can be plugged into any frontend (web, mobile, kiosk).

• Full API access allows total design freedom.

• Works seamlessly with modern ecommerce stacks.

Why it matters:

Businesses gain flexibility to personalize products across multiple platforms while keeping the backend stable. This supports a streamlined operation, adapts to individual preferences, and future-proofs the business model.

Cloud-Based Product Configurators: Built for Speed and Scale

No downloads. No delays.

Cloud-based solutions for product configurators are popular due to their flexibility and scalability.

What’s new:

• Access from anywhere — whether you're on a laptop, tablet, or phone

• Instant updates — no need to pause operations to change pricing or options

• Scalability — ready to grow with your product line and customer base

Why it matters:

Faster decisions. Smoother workflows. Zero friction.

Collaborative Product Customization

Two people. One product. One live session.

Future product configurators might support collaborative customization, allowing multiple users design together in real time.

What’s new:

• Couples choosing furniture

• Teams building B2B machinery

• Designers and clients working side by side

Why it matters:

This is the new frontier of personalization.

 

Product Configurator FAQ

What is product configurator software?

Product configurator software is a digital tool that lets customers personalize a product before buying it.

Users can choose options like color, size, material, features, or accessories—and see those changes happen in real-time, usually with 2D, 3D, or AR visualization.

It’s used by ecommerce brands to offer personalized shopping experiences without needing a developer for every product variation.

What does a produt configurator software do?

A product configurator helps buyers:

• Customize products based on their needs

• Visualize changes instantly (rotate, zoom, switch colors, etc.)

• Get real-time pricing as they make selections

• Avoid mistakes, since the configurator checks compatibility rules

• Place orders faster, with clear expectations

On the backend, it can generate SKUs, bills of materials, and order data to speed up production process.

What is the difference between configuration and configurator?

Configuration is the action — choosing options to build a product.
Configurator is the tool — the software that enables this process.

When a customer picks a sofa fabric, leg type, and size — that’s configuration.
The app that shows them the preview and updates the price is the configurator.

What is the difference between 2D and 3D product configurators?

2D configurators show flat images or illustrations of product changes.

3D configurators provide a rotatable, zoomable, real-time preview of the product from all angles.

What is an example of a configurable product?

Any product that can be customized before purchase is configurable.

Popular product configurator examples include:

• A modular sofa with customizable layout, fabric, and legs

• A t-shirt where you choose size, color, and upload your own design

• A bike where you pick frame type, tires, gears, and accessories

• A kitchen cabinet set built to fit the buyer’s layout and finish preferences

What is the purpose of a product configurator?

The purpose of a product configurator is to:

• Make product customization easy for shoppers

• Reduce confusion and returns by showing exactly what the final product will look like

• Enable businesses to automate accurate pricing, order handling, and production.

• Deliver a more interactive, engaging experience for online buyers

• Enable on-demand manufacturing process, reducing waste and stock costs

• Increase average order value (AOV) by encouraging upgrades and add-ons

Configurators help ecommerce brands scale personalization without manual effort.

What industries use product configurators?

Product configurators are widely used in:

• Furniture – for customizing finishes, sizes, and layouts

• Fashion – for made-to-order clothing and accessories

• Automotive – for selecting features, trims, and packages

• Home improvement – for kitchens, wardrobes, and windows

• Industrial equipment – for configuring machines and parts

• Sports and uniforms – for teams and individual branding

If your product has multiple options or variations, a configurator can work for you.

Can I integrate a configurator with my ecommerce store?

Yes. Modern product configurators integrate with most platforms, including:

• Shopify

• WooCommerce

• BigCommerce

• Magento

• Custom-built stores