Product configurators: what they are and why your business might need one

In today’s fast-paced digital commerce environment, businesses are under increasing pressure to meet the expectations of customers who want personalization, clarity, and speed. One of the most powerful tools to address these demands is a product configurator. But what exactly is it, how does it work, and how do you know if your company needs one? In this article, we explore what a 3D product configurator is, how it functions, who can benefit from it, and the results it can deliver across various industries.

What is a product configurator?

A product configurator is an interactive tool—typically a web-based application—that enables users to customize a product based on specific options. Customers can change dimensions, colors, materials, add or remove accessories, and instantly view the results, often in the form of a real-time 3D or 2D visualization.

Advanced configurators go beyond visualization. They also:

• calculate prices dynamically based on selected options,
• generate a bill of materials (BOM),
• produce printable PDF offers or quotes,
• allow saving and sharing of custom configurations,
• integrate seamlessly with ERP, CRM, and e-commerce platforms.

A prime example of such a solution is Variantic—a no-code platform that empowers manufacturers and retailers to build their own 3D configurators with complete control over the logic and visuals.

Who can benefit from a product configurator?

A product configurator is ideal for companies offering customizable or made-to-order products—not limited to standard catalog SKUs. This spans a wide range of industries, such as:

• Furniture – custom wardrobes, modular sofas, and cabinetry,
• Windows and doors – including frame types, glazing styles, and opening systems,
• Balustrades and fences – configurable layouts, materials, and infill styles,
• Outdoor structures – such as pergolas, carports, or garden enclosures,
• Utility trailers and platforms – tailored with different technical specifications,
• Industrial systems – like racks, machinery, or parts for assembly lines.

Beyond product type, configurators are especially valuable for businesses that:

• sell through B2B channels and need scalable tools for partner sales,
• run an online store and want to offer personalized shopping experiences,
• deal with complex quoting and manufacturing workflows,
• showcase products in showrooms or during trade events,
• want to reduce quoting time and improve order accuracy.

How does a 3D configurator work?

Using a 3D configurator typically involves opening it in a browser and selecting a set of product parameters in a step-by-step process. With platforms like Variantic, each adjustment is reflected immediately in a photorealistic, interactive 3D model. Users can rotate the object, zoom in, change materials, or test functional elements like openings or extensions.

Behind the scenes, the system:

• recalculates pricing in real time,
• generates a full BOM for manufacturing,
• saves the configuration via a shareable link,
• allows users to add the item to a cart or submit a quote request.

Importantly, solutions like Variantic support data flow to external systems, including ERP platforms, CRM tools, and CAD/CAM environments. This turns one configuration into a source for quoting, production planning, and even CNC programming.

Does your business need a configurator?

Here are some signs your company might benefit from a product configurator:

• You frequently respond to similar inquiries manually,
• Your sales team spends too much time preparing quotes,
• Customers often struggle to understand what they’re ordering,
• Your online catalog can’t cover all possible product variants,
• Miscommunications lead to costly production errors.

If any of these challenges sound familiar, a configurator can become a game-changing solution. It simplifies decision-making for your clients, saves time for your team, and streamlines your workflow from sales to production.

Key benefits of implementing a configurator

• Enhanced customer engagement – interactive visuals make the buying process enjoyable and informative,
• Speed and accuracy in quoting – real-time pricing and auto-generated documentation,
• Reduction in support queries – customers can self-serve with fewer mistakes,
• Improved conversion rates in online stores – especially for complex or premium products,
• Seamless integration with production – data goes directly into ERP and CAD without re-entry.

A product configurator isn’t just a visual gimmick—it’s a strategic asset that connects your customers’ expectations with your internal operations. Whether you’re selling customized furniture, modular architecture, industrial components, or B2B configurations, the right configurator platform can significantly boost efficiency and satisfaction across the board.

With a no-code engine, responsive interface, and deep integration capabilities, Variantic makes it easy to create powerful configurators that work on desktop and mobile, support AR, and scale with your business. Want to know what’s possible? Contact our team and let’s explore how a configurator can transform your sales process.