Top 10 3D configurator examples that boost engagement and sales
Explore 3D configurator examples from industry leaders and discover how they turn complex products into seamless shopping experiences.
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Configurateur de produits en 3D have become the secret weapon of brands that want to turn browsers into buyers. We’ve seen first-hand how 3D configurators can completely change the way people shop — and the way brands sell.
Real-time 3D transforms every product page into an interactive playground where customers explore, customize, and connect with what they create. In this article, we’re sharing 10 of our favorite 3D configurator examples and exploring what makes them so effective at driving consumer engagement and achieving measurable business results.
Key take-aways:
- 3D configurators help brands increase engagement, conversion rates and brand loyalty.
- They allow customers to visualize and personalize products in real time.
- 3D and Augmented Reality experiences help reduce returns et de boost customer satisfaction.
- Photorealistic rendering and an intuitive UX are critical for driving sales.
- The best 3D configurators include key features such as an interactive product summary, dynamic pricing and save & reload options
- Best practices include integrating seamlessly with ecommerce platforms and production workflows
- Companies across furniture, fashion, automotive, luxury and sportswear use 3D configurators to elevate the consumer experience et de facilitate the buyer journey
How are 3D configurators transforming online shopping experiences?
What is a 3D product configurator and how does it work?
A 3D product configurator is an interactive tool that lets customers explore a product from every angle and preview all available variations in real time. It gives users the freedom to build their own version of a product — choosing size, shape, color, material, or components — while staying within the limits of what the brand can manufacture.
Powered by real-time 3D rendering technology, it transforms product pages into dynamic experiences where every change is instantly reflected on screen. This removes the guesswork from online shopping and helps customers make confident decisions based on what they can truly see.
Beyond aesthetics, configurators bridge the gap between design intent and business logic. Each selection automatically updates price, availability, or technical constraints, ensuring that every configuration is viable — and that the overall experience remains seamless, accurate, and transparent.
Why brands are investing in interactive 3D experiences?
Online shopping used to be about browsing — today, it’s about participation. They want to explore, build, and co-create their product. Brands that provide this level of interaction see higher engagement, better customer satisfaction, and stronger brand attachment.
For marketers and product teams, this interactivity is also a goldmine of insight. Every click reveals preference data — popular color combinations, material choices, or configuration trends — that can inform both product development and future marketing campaigns.
What are the key benefits for brands and consumers
At its core, a 3D configurator is more than a visual tool — it’s a growth engine that helps brands boost sales, reduce returns et de elevate the customer experience. By turning every interaction into a moment of co-creation, it transforms the buying process into something emotional, memorable and measurable.
Here’s how it creates value for both customers and businesses:
Higher engagement and conversion:
Customization is about empowering the customer to create a product that reflects their personality. By allowing them to make choices about color, material, or design, the product becomes more meaningful and relevant. Customers who actively participate in the customization process feel a stronger sense of ownership, which increases the likelihood that they will follow through with a purchase.
Improved customer satisfaction:
When buyers see exactly what they’re getting, they feel in control. This transparency leads to fewer disappointments post-purchase and significantly reduces returns, especially for personalized or high-value products.
Stronger brand loyalty:
Allowing people to design their own version of a product creates a deeper emotional bond. That sense of ownership translates into repeat purchases and authentic advocacy — key ingredients for long-term brand loyalty.
Reduced costs and greater efficiency:
A single 3D model can replace dozens of product photos, reduce physical prototypes and streamline the développement des produits process across teams — from design to marketing to sales.
Enhanced storytelling and differentiation:
A real-time, interactive customer experience makes it easier to communicate a brand’s craftsmanship, innovation, or sustainability story. It sets the brand apart in markets where product visuals all look the same.
What features make a great 3D product configurator?
Not all configurators are created equal. The best ones don’t just show a product — they deliver a seamless, real-time experience that connects creativity, performance, and business logic. For brands, that means building tools that are both inspiring for customers and efficient for internal teams.
Essential features to look for:
- Real-time rendering with photorealistic quality: Shoppers expect to see how every component, color, material and texture looks in true-to-life conditions. High-fidelity rendering and smooth transitions make all the difference in perceived quality and customer engagement.
- Intuitive, responsive UX: Whether on desktop, mobile, or tablet, the experience should be effortless. A clear layout, fast loading and intuitive controls keep users immersed and prevent drop-off during the buying process.
- Dynamic pricing and interactive product summary: Every choice should update price, configuration and conditional logic instantly. This transparency reassures users and simplifies decision-making, especially for complex products with lots of options.
- Save & reload options: Let customers return to their design, share it, or compare versions. These features nurture engagement and brand loyalty, while helping sales teams follow up with personalized offers.
- Seamless integration with ecommerce and production systems: Behind every great visual experience lies a robust backend. The configurator should connect effortlessly to CMS, PIM, ERP, or ecommerce platforms like Shopify, WooCommerce, or Salesforce Commerce Cloud to ensure data consistency and enable a smooth path to purchase.
- Compatibility with AR and mobile: The ability to view a product in Réalité Augmentée or test it in its real environment is becoming a standard. It reinforces customer satisfaction and bridges online exploration with real-world decision-making.
The technology behind top 3D configurators
Every 3D configurator is built on a combination of visual rendering technologies et de logic-driven systems that make the experience both beautiful and functional. Here are the key components that bring real-time product customization to life:
- A web-based 3D viewer or JavaScript library
This is the core visual layer — the engine that displays and animates 3D products directly in the browser. Libraries such as Three.js or Babylon.js allow developers to create immersive, interactive experiences that run smoothly on any modern device. - WebGL (Web Graphics Library)
WebGL is a JavaScript API that enables interactive 3D graphics within compatible browsers. It powers the real-time rendering that allows users to rotate, zoom, and customize products fluidly from directly within the product page — without the need for plugins or additional software. - A rules engine
Behind every sleek 3D visualization lies a rules engine that ensures accuracy and feasibility. It defines how components, colors, or materials can be combined — preventing invalid configurations. - HTML, CSS, and JavaScript
These core web technologies define the user interface — handling layout, styling and interactivity. They ensure that the configurator isn’t just powerful under the hood, but also intuitive and accessible for every customer.
Companies can either assemble these technologies to build a configurator from scratch, or rely on a dedicated 3D platform like Emersya’s, which integrates everything in one place:
– a built-in real-time 3D engine, a WebGL-powered viewer, a rules engine and an extensive JavaScript API designed to facilitate seamless integration with custom user interfaces, ecommerce systems and production workflows.
This all-in-one approach allows brands to focus on what really matters — creating a consistent, high-performance 3D experience that drives engagement and sales across every digital touchpoint.
Which industries benefit most from 3D configurators?
3D configurators are no longer limited to niche or high-tech brands. Today, they’re transforming the way companies across furniture, fashion, automotive, luxury, and consumer electronics present, personalize, and sell their products.
Furniture and home design
Furniture brands were among the first to recognize the power of 3D. When customers can visualize a sofa in their living room or build a custom shelving unit to fit their space, the buying journey becomes tangible. Configurators also simplify logistics: once a configuration is validated, data can flow directly to manufacturing or ERP systems, cutting down on errors and delays.
Fashion, footwear, and sportswear
Personal expression drives fashion. 3D configurators let customers co-create their products, from colorways to materials and see the result instantly. For the brand, this builds emotional engagement and opens new channels for limited editions or on-demand production.
Automotive
In automotive, 3D configurators have become a standard part of the purchase journey. They enable customers to explore every model, color, and interior combination in photorealistic detail — often with AR previews for full immersion.
Beyond marketing, they connect directly to dealership and production systems, streamlining the path from exploration to order.
Luxury, jewelry, and accessories
For luxury brands, 3D configurators balance exclusivity with accessibility. They allow clients to personalize details — engraving, materials, patterns — while preserving craftsmanship and brand heritage. The experience itself becomes part of the value proposition: immersive, elegant, and deeply personal.
Consumer electronics and technical products
In categories where specs and materials matter, configurators simplify complex choices. They let users compare models, components, or finishes visually, ensuring the final product matches both need and expectation. For B2B buyers, this clarity accelerates purchasing decisions and reduces costly misunderstandings.
Top 10 inspiring 3D configurator examples
From furniture to footwear, these configurators show just how far real-time 3D and customization have come. Each one combines design freedom, technical performance, and user-centric storytelling — proof that a well-built configurator can be both beautiful and business-driven.
1. Vitra chair configurators
Key features
- Photorealistic real-time 3D rendering
- Zoom and predefined viewpoints for each configuration step
- 3D display of product dimensions
- Share and replay link
- View in Web AR mode
- Tarifs dynamiques
What we like
Vitra’s configurator shows how to make a highly configurable, design-driven product feel simple, elegant, and genuinely enjoyable to explore. Instead of dropping customers straight into a sea of options, Vitra invites them to browse pre-configured chair versions first — a clever way to spark inspiration and help them compare styles visually before diving into customization.
The menu itself is equally well-thought-out. Every configurable part is represented with high-resolution thumbnails that update in real time as users make changes. This constant visual feedback gives the experience a sense of immediacy and control — the kind of responsiveness that helps customers trust what they see and stay engaged.
Vitra also tackles one of the biggest challenges in furniture: fabric overwhelm. With hundreds of upholstery options, the decision-making process can easily become intimidating. Their solution? Smart filters and a comparison tool that guide customers much like an expert sales associate would — helping them narrow choices, understand differences, and feel confident about the final selection.
And to top it off, Vitra connects the configurator directly to their ERP system, updating estimated delivery times in real time as customers explore different combinations. It’s a subtle detail, but it turns the configurator into a truly end-to-end experience — where 3D visualization and logistics work seamlessly together.
2. Nike By You – Shoe customizer
Key features
- Photorealistic real-time 3D rendering
- Zoom and predefined viewpoints for each configuration step
- Select product parts directly in the 3D view or via the menu
- Menu summary
- Save and share link
- Image generator
What we like
Nike’s ultra-minimalist interface is a masterclass in modern UX. The clean layout makes the customization journey intuitive and mobile-ready, setting a new benchmark for configurator design. Animated highlights guide users through each step, making it clear which product part they are customizing and keeping the flow dynamic.
Breaking the mold, Nike chooses to display both shoes in the 3D view — a bold change from the standard single shoe view offered in all other shoe configurators to date. This subtle yet impactful choice helps users instantly visualize symmetry and gives them a more complete picture of what they’re buying, reinforcing trust and immersion throughout the experience.
Once a design is complete, Nike automatically updates all 8 images on the product display to show the chosen configuration. It seems obvious but very few brands are doing this! It’s an example of how to truly personalize the eCommerce buyer journey and provide a seamless path to purchase.
Customers can create multiple designs of their selected shoe – each one is saved to the product page under “Your designs” so they can compare them or reload them back into the customizer. This clever feature invites repeat engagement and turns customization into an ongoing creative process.
3. Beyerdynamic headphones Manufaktur
Key features
- Photorealistic real-time 3D rendering
- Zoom and predefined viewpoints
- Highlight and select parts directly in 3D view
- Save and share link
- Tarifs dynamiques
- Apply and edit custom text or image in real time
What we like
Beyerdynamic delivers an experience that feels both premium and playful, which is not an easy balance to strike for a highly technical product. The interface is beautifully decluttered — clean menus, discreet info buttons and just the right amount of guidance. Instead of overwhelming users with explanations, the configurator offers help only when needed, keeping the focus on the product and the creative flow.
One standout feature is the built-in image library, which lets anyone jump straight into personalization even if they don’t have a perfectly prepared image on hand. It removes a major barrier and makes the experience instantly accessible — customers can experiment, try ideas and create their own style without friction.
L' image editing tools (resize, rotate, reposition, apply filters) are smooth, intuitive and feel almost app-like in their responsiveness. There’s a genuine spark of excitement when users see their artwork wrap perfectly onto the earcups in real time. This instant visual feedback creates a sense of ownership early in the journey, which is essential for emotional buy-in and conversion, especially for premium audio gear. For brands with customizable or semi-technical products, this is a great example of how to make the experience feel empowering, premium, and fun — all at the same time.
4. Victorinox Swiss Army Knife configurator
Key features
- Photorealistic real-time 3D rendering
- Zoom and predefined viewpoints
- Product summary
- Save and share link
- Image generator
- 3D Product animations
What we like
Victorinox turns corporate gifting into a premium B2B experience. When a customer uploads their logo, the configurator automatically detects color information and assigns Pantone codes. Customers can specify or edit the pantone color codes, choose the printing method and the number of colors they wish to include in the print.
Offering this level of control is rare in online product customization and especially valuable for corporate customers, where color accuracy and brand consistency are non-negotiable. It ensures every logo is printed has the exact tone and finish — giving customers the confidence to approve and place their order without needing physical samples. Logos can even be applied to the knife blades, with realistic 3D previews of the metal etching effect — a subtle yet powerful feature for visual accuracy.
This configurator isn’t just impressive from a front-end perspective — it’s equally powerful behind the scenes. Because Victorinox doesn’t sell its corporate gifts directly online, the configurator has a robust back-end system to automate quotations and generate sales orders. Each quote request is saved with the customer’s selected options, a preview image, a replay link, and the original uploaded logo files. The system can then produce production-ready assets and PDF quotes automatically, streamlining both the sales and production workflows. The result is a seamless process that saves valuable time, reduces manual errors, and keeps the customer experience as efficient as it is premium.
5. Adidas custom uniform configurator
Key features
- Real-time 3D rendering
- Zoom
- Add custom logos to predefined areas
- Tarifs dynamiques
- Order details summary
What we like
Designed for teams, schools, and organizations, this configurator extends customization to the collective level. The experience starts strong: once users choose their team’s main colors, the tool immediately suggests complementary combinations to preview in real time — a smart use of guided creativity.
Another standout part of the customization journey is how the tool facilitates adding multiple items. Finish designing a jersey and the configurator automatically suggests matching shorts or accessories, pre-applies the team colors and then invites further customization. It’s a small detail, but one that makes the entire process feel cohesive, efficient and thoughtfully designed — especially for coaches or players juggling multiple items and design decisions at once.
As with most configurators the experience ends on a final design confirmation page. This one brings everything together: previews from multiple angles, a detailed breakdown of choices and downloadable PDFs ready for team approval or reorder. It feels professional, complete and perfectly adapted to how teams make decisions collectively.
6. McLaren sports car configurator
Key features
- Vue 3D interactive
- Zoom and predefined viewpoints
- Product animations (e.g., opening doors)
- Switch between exterior and interior view
- Configuration summary button
- Save & replay (unique code + QR code)
- Downloadable PDF with configuration summary and images
What we like
What stands out most about McLaren’s configurator is how meticulously it has been designed — every detail has been considered to create a smooth, informed, and enjoyable buyer journey perfectly aligned with its audience and product. The experience strikes a rare balance between technical precision and emotional impact, guiding users effortlessly through a complex configuration process.
Customers can move step by step using navigation arrows or skip to specific steps via the top menu. This intuitive and flexible design choice gives users full control of their own journey. Info buttons provide additional context on each option to facilitate decision making without cluttering the interface, while the editable configuration summary makes refining choices fast and intuitive.
The ability to visualize the car in different environments — from a neutral showroom to outdoor lighting — and to move inside the cabin to explore the interior with the same level of detail as the exterior adds an impressive layer of realism.
These touches make the entire experience genuinely fun and recreate the excitement of walking into a showroom for the first time, seeing “your” car come to life right in front of you.
7. Tylko shelving configurator
Key features
- Vue 3D interactive
- Product animations (doors and drawers)
- Display of dimensions in 3D view
- Configuration summary
- Dynamic pricing and discounting
- Save & share link
- Save and send via email
What we like
Tylko’s configurator shows just how effortless complex product configuration can feel when the experience is well designed. Their shelving system has almost unlimited options making it a configurator planning nightmare! Yet Tylko manages to make the entire journey feel intuitive and enjoyable. By structuring the process into clear steps and allowing deeper customization directly from the 3D view, they give customers creative freedom without cognitive overload. For brands dealing with configurable or modular products, this is exactly the balance to aim for: empowering users while keeping the experience fluid and confidence-building.
What really sets this configurator apart is how thoughtfully it handles context. Instead of showing the shelving unit floating in a white void, Tylko adds a floor, a wall, and even everyday objects that reposition themselves depending on the chosen design. This subtle layer of environmental storytelling helps customers picture the product in a real space, anticipate scale and make faster decisions — all of which directly support goals like accelerating purchase decisions, improving customer satisfaction and reducing returns.
And while the configurator is the hero, Tylko doesn’t forget the rest of the buyer journey. Smart UI cues gently guide users toward important sections of the product page — detailed specs, lifestyle imagery and real-life customer examples. These touchpoints enrich understanding and eliminate friction, ensuring that every question a shopper might have is answered, without breaking the flow of the experience.
This holistic approach is exactly what brands need when they want to elevate their digital shopping experience: a seamless bridge between inspiration, visualization and decision-making.
8. Veldt motorcycle helmet configurator
Key features
- Photorealistic real-time 3D rendering
- Zoom and predefined viewpoints
- Tarifs dynamiques
- Save and share link
- Image generator
What we like
Veldt shows how to take inspiration from the minimalist, modern menu style popularized by Nike By You and adapt the design beautifully for a more complex, multi-layered product. Each of the three main helmet components has its own dedicated tab, keeping the customization journey organized and digestible. An additional navigation menu lets customers jump straight to any specific option without scrolling — a small but incredibly effective detail for keeping the experience fast, fluid, and frustration-free.
The other standout feature is the quality of the real-time 3D rendering. Veldt offers multiple paint finishes for their helmets — metallic, glitter, iridescent — and the configurator captures each one with remarkable accuracy. The way colors shift under light and the subtle texture variations are far beyond what static photos can deliver.
For customers, this means a preview that feels trustworthy and true-to-life, making it easier to commit to a color or finish they’ve never seen in person. For brands, offering high-end rendering elevates the overall shopping experience to match the quality of the physical item.
9. FACOM Jetline workshop configurator
Key features
- Photorealistic real-time 3D rendering
- Full configuration of customer’s space
- Drag & drop products into customer’s space
- Integrated room-planning features to place, rotate, duplicate, delete and customize each unit
- Multi-language configurator
- Tarifs dynamiques
- Save, share and reload configurations
- Help document
- Contact sales team button
What we like
The FACOM Jetline System configurator takes product customization to an entirely different league. This isn’t just a configurator — it’s a full workshop planning experience, designed for professionals who need precision, flexibility and total control. Jetline is one of the most modular workshop systems on the market, yet the tool manages to make even the most advanced configurations feel structured, guided and surprisingly intuitive.
What really stands out is the three-stage configuration flow, which mirrors how customers naturally think about setting up their workspace: Configure the space, choose and configure the units, customize all or each individual unit. First, users recreate their workshop environment — adding doors, windows, pillars, and other architectural elements to reflect the real layout. Being able to customize wall and floor materials gives them an instant sense of immersion – both exciting and reassuring – and helps them picture how their future workshop will truly look and feel.
From there, customers can configure their Jetline units in multiple ways. They can drag and drop standard modules directly into their space then, or switch to a Wizard mode that lets them assemble a custom unit step-by-step in 2D before dropping it into the 3D room. This dual approach offers the best of both worlds: creative freedom for experienced users, and structured guidance for those who need a clearer path. It also reduces the number of one-off “special request” configurations that sales teams typically have to handle manually. Overall, this configurator shows how a deeply modular, professional product line can still deliver a smooth, empowering and confidence-inspiring experience.
10. KIKOiD – KIKO Milano’s instore cosmetics customizer
Key features
- Vue 3D interactive
- Predefined viewpoints for each configuration step
- Product animations (open/close lids and caps)
- Apply custom text in real time
- Multi-product configuration workflow
- Direct export of production files to in-store engraving machine
What we like
KIKOiD stands out because it brings the creativity and freedom of digital customization directly into the physical store. Unlike the online configurators featured above, this experience is deliberately exclusive — available only in KIKO’s flagship stores and designed to elevate the in-store journey. Large touchscreen terminals make the experience feel immersive and premium, inviting customers to explore bestsellers, choose their shade and personalize the packaging using an intuitive 3D customizer.
One of the highlights is the multi-product workflow, which mirrors how makeup shoppers naturally browse before personalizing. But the real “wow” moment comes at the end: the configurator connects directly to an in-store laser engraving machine, so customers can watch their message being engraved in real time. This moment of transformation is not only satisfying and memorable; it reinforces the value of personalization and deepens emotional connection to the product.
For brands exploring omnichannel strategies or looking to differentiate their store experience, KIKOiD is an inspiring example of how real-time 3D, personalization and physical production can be woven together into a high-impact, high-engagement retail experience.
What can brands learn from these 3D configurator examples?
If we step back from the details, all of these configurators share the same foundation. The brands that win aren’t just throwing a 3D viewer on a product page — they’re combining high-quality, real-time visualization, intuitive UX design, and well-connected data systems.
Together, these three elements turn a configurator from a nice visual gadget into a scalable growth engine.
1. High-quality, real-time visualization builds trust
Across all examples — from Vitra to McLaren to Veldt — one thing is obvious: visual quality matters.
When customers can see how a product reacts to light, how textures behave, how colors play together in real time, they:
- trust what they see
- feel more confident about their choices
- are willing to commit without needing physical samples
That’s especially critical for:
- high-value products (cars, furniture, luxury goods)
- personalized products (engraved knives, custom pens, team uniforms)
- complex finishes (metallic, glitter, iridescent, textured fabrics)
High-fidelity real-time visualization is what allows brands to reduce returns, maintain a premium image, and make online buying feel as reassuring as an in-store experience.
2. Intuitive UX lets customers self-configure without friction
The best configurators in this list all share one UX principle: they make complex products feel simple.
They use patterns like:
- clear, step-by-step flows
- minimal, decluttered menus
- contextual help (info buttons, highlights, guided suggestions)
- smart shortcuts (jump to sections, pre-applied colors, saved designs)
This kind of UX doesn’t just “look nice”. It has very concrete business effects:
- Customers can self-configure without assistance
→ fewer support questions
→ shorter sales cycles
→ less operational overhead - Customers make decisions faster and more confidently
→ higher conversion rates
→ fewer abandoned sessions
→ fewer “I chose the wrong size/color/module” returns
In other words: good UX scales. It allows your teams to handle more demand with the same headcount — and with better outcomes.
3. Connected data systems turn configurators into business tools
The most advanced examples — like Victorinox, IKEA, Adidas or McLaren — show that a configurator is not just a front-end experience. The real power comes when it’s plugged into the brand’s data and production systems.
When a configurator is connected to:
- PIM / CMS / ecommerce → product data stays accurate and consistent
- ERP / order management → quotes and orders are generated automatically
- manufacturing systems → production files are created directly from the configuration
- analytics → every click feeds insight back into product and marketing teams
Then you unlock three major levers:
- You don’t need to manufacture every variant upfront
- you can gather demand before producing
- avoid overstock and dead inventory
- offer a wide range of options without multiplying SKUs in the warehouse
→ this is mass customization at scale, more efficient and more sustainable
- Product data becomes structured and reusable
- each configuration can feed manufacturing, logistics and forecasting
- product and marketing teams see which options are trending
- insights from the configurator can guide future collections and offers
→ less manual work, better decisions, faster iterations
- The experience remains consistent from first click to final product
- fewer errors during handovers
- smoother internal workflows
- more reliable delivery on what was promised on screen
Turning 3D configurators into a growth engine
Looking at all these examples side by side, the pattern is clear:
High-quality real-time visualization + intuitive UX + connected data systems = scalable growth.
That combination allows brands to:
- let customers configure on their own, without hand-holding
- shorten decision cycles and boost conversion, while reducing returns
- sell more variants with less inventory risk
- reuse configuration data across design, manufacturing, logistics, and marketing
For teams in marketing, product, e-commerce or innovation, this is the real opportunity. A 3D configurator is not just a visual add-on to a product page — it’s an infrastructure choice that can reshape how you sell, how you produce and how you learn from your customers.