Online configurators in e-commerce – showcase

Originally associated with the automotive industry, product configurators were tools that allowed customers to customise their cars by selecting parameters such as engine type, body colour, upholstery or additional accessories. Today, configurators have successfully found their way into almost every e-commerce sector, from clothing and footwear to home furnishings, electronics and jewellery. Their widespread use in online commerce is driven by the high demand for product personalisation, which effectively captures customer attention, drives engagement and builds loyalty.

An online configurator allows users to fully personalise products according to their individual needs and preferences. Customers can change various product attributes such as colour, size, material, finish or pattern to create a product that perfectly matches their expectations. This freedom of choice gives the customer a sense of ownership of the final product, which significantly increases satisfaction – after all, who doesn’t love owning something truly unique?

But it’s not just about the product; it’s also about the relationship a brand builds with its customers. The ability to create personalised products is more than just another feature in a store – it is a way to stand out and invite customers to engage more deeply with the brand. Personalisation makes customers feel special, which can lead to greater loyalty and repeat visits to the online store.

In a physical store, customers can always try on or inspect a product, but an online configurator allows them to create something truly their own – something that stands out from the off-the-shelf products available.

High quality visuals are the cornerstone of a successful configurator. Detailed images and 3D visualisations allow users to visualise the product they are customising. These visuals help them understand how their selected options will affect the appearance of the final product.

Many configurators now use augmented reality (AR), allowing users to see how the product will look in a real-world context. Imagine you are planning to buy a new desk – AR allows you to ‘place’ it in your room to see how it will fit into your interior design. Or when choosing a watch, Cartier’s configurator allows you to view a model in natural light and personalise it with options such as engraving.

This type of visualisation not only helps with decision-making, but also fosters an emotional connection with the product even before the purchase is made.

One of the most exciting features of product configurators is the ability to see changes in real time. Every adjustment – whether it’s colour, material or additional features – is instantly visible, allowing users to evaluate their choices without delay.

Speed is critical. A slow-loading preview can frustrate and discourage customers, and nothing is worse than an abandoned project just before completing a purchase. In addition, configurators should display real-time cost updates for selected options – this is especially important for high-value items such as cars or houses, where different feature packages can significantly affect the final price.

The more options personalization offers, the better – as long as the process is well-designed. Customers love having the ability to tailor a product to their needs, whether it’s choosing the color, size, material, or adding unique details like engraving. This way, they can create a product that truly feels like their own and meets all their expectations.

However, too many options can be overwhelming, which is why configurators often include hints and guidance to lead users through the process. These hints can also serve as additional upselling suggestions – for example, in the fashion industry, a configurator might recommend matching accessories, while in the automotive sector, it could suggest extra packages. This not only helps the customer but can also increase the cart value.

• Porsche’s Product Configurator provides an exceptional experience, allowing customers to design their car from scratch or modify one of the factory-built options. Key features include
• Seamless functionality: Each option is immediately reflected in the visualisation of the car, updating the final price in real time.
• 360-degree views in multiple scenarios: Customers can view their car in dynamic 3D, with meticulous attention to detail, from textures and upholstery to stitch colours.
• Extensive personalisation options: These range from exterior colours and interior finishes to sports packages and fine interior details such as adding a logo to the headrest.
• Step-by-step navigation: The step-by-step menu guides users through the configuration process, making it easy to use on mobile devices.
• Real-time price updates: A price bar continuously reflects the current cost, coupled with a prominent CTA button. Users can easily save, share or print their configurations.
• Porsche’s configurator is an example of how attention to detail and user-centric design can turn personalisation into a memorable and engaging experience.

The success of a configurator depends on its intuitiveness and attractiveness. Users expect simplicity and ease of use – any ambiguity or difficulty can discourage them and lead to abandonment of the purchase process. Therefore, the configurator design must be highly transparent, with a logical and seamless product creation process.

Unlike typical product pages or listings that follow established patterns, configurators are more complex. The purchase journey doesn’t happen in one click – each option and choice is an individual decision for the customer. This increases the risk of abandonment, so it is vital that the configurator guides users effortlessly through each step. Intuitive navigation, predictability and clear instructions help to maintain uninterrupted engagement.

The visual aspect of a configurator plays a significant role in the purchase decision, but also presents significant technical challenges. The wide range of options requires a large library of assets, including graphics, 3D models and animations. These resources can slow down the configurator and lead to user frustration. Any delays or long loading times for visualisations can deter customers from completing their purchase. Optimising performance – through measures such as image compression or advanced rendering technologies – is therefore essential.

An effective configurator requires advanced integration with the CMS and other e-commerce systems. During implementation, it’s important to ensure that all variables – such as availability, pricing and visualisation – are seamlessly integrated with the store database and updated in real time.

From a technical perspective, integrating a configurator with a CMS involves synchronising multiple data points, such as product variants, current prices, images and stock levels. At the same time, the configurator should function as a ‘lightweight’ tool that doesn’t overload servers or slow down the website. Dedicated API solutions are often used to enable fast data exchange between the configurator and the CMS database. This architecture ensures efficient configurator performance, allowing dynamic visualisation generation and real-time response to user selections.

A product configurator in an online store is not only an attractive addition to your offering, but also a tool that offers a number of significant benefits:

• Increased customer engagement
  The ability to personalise products makes customers more engaged in the buying process. Participating in the design of the final product appearance ensures that the purchase decision is more thoughtful and satisfying. As mentioned earlier, the ability to customise the product gives customers a sense of ownership, making the product truly theirs.
• Meeting the needs of the most demanding customers
  Configurators make it possible to meet the needs of even the most demanding customers. The wide range of configuration options allows products to be tailored to the individual preferences of users, reducing dissatisfaction and the likelihood of returns. This benefits both the customer, who gets exactly what they want, and the store, which reduces the costs associated with handling returns.
• Increased shopping pleasure and positive customer experience
  Configurators add an element of fun and interactivity that translates into a positive shopping experience. Customers enjoy creating their own products and the joy of shopping strengthens their relationship with the brand.
• Opportunity for additional revenue through upselling
  As mentioned above, configurators are also an excellent upselling tool. As customers modify products, they can easily discover additional options that enhance the functionality or aesthetics of the product – be it accessories or additional services.
• Valuable insight into customer preferences
  Finally, and perhaps most importantly, a configurator is a goldmine of customer preference data. Information about their choices is invaluable to sales and marketing teams. This insight can be used to tailor product offerings, create effective marketing campaigns and continually improve the shopping experience.

It’s not always easy to decide whether such a solution will actually bring value to your business and customers. Contact us and we will help you assess whether a configurator is the answer to your needs and how to implement it in a way that will actually translate into achieving your goals.