How to build a product configurator?

To understand how to budget for a configurator we first need to understand how it is built and who is doing the building. Creating a product configurator can be approached in different ways, but the core building blocks remain the same and each choice has a direct impact on cost, time and scalability.

What are the essential components of a product configurator?

–         A product data model that defines the options, rules, and dependencies between variants.

–         3D or visual assets to show the configured product in real-time or as pre-rendered images.

–         A configuration engine to handle logic (e.g., “if you choose X, then Y becomes unavailable”).

–         A front-end interface where users interact with the configuration options.

–         Integration hooks to connect the configurator with e-commerce, PIM, ERP, or CPQ systems.

Who is building the configurator – In-house or Outsource?

Some companies consider building their configurator internally, especially if they have a strong IT team. However, building a configurator from scratch is like hand-making each part of your IKEA chair and then putting them all together in the right way without a manual (or pre-drilled holes!). It’s a tall order, so unless your core business is building software, this route is often more complex and expensive than it looks.

Here’s why:

• You’ll need specialized 3D, UX, and logic development skills that are rarely all available in-house
• You’ll face longer lead times for delivery and iteration
• You’ll also need to think about hosting and delivery 
• Every update or bug fix becomes a recurring internal cost
• You risk building a tool that’s not scalable or duplicatable and that may become obsolete quickly

Another option is to outsource the project to a web or creative agency with proven experience in building configurators. This can reduce internal workload and give access to expert teams — but it comes with a tradeoff:

• If the agency builds the configurator from scratch, the same issues apply: long development times, hosting and maintenance issues, lack of scalability and high costs.
• Plus, you’re creating a long-term dependency on the agency: every update, fix or enhancement becomes a new project — and a new invoice.

The smarter path: using a configurator platform

Most companies now turn to SaaS solutions to build their product configurators — and for good reason. They offer tried and tested technology built specifically for this purpose, which helps avoid the time, cost, and complexity of developing a tool from scratch.

Benefits include:

• Faster deployment, thanks to ready-to-use engines and templates
• Reduced development workload — no need to reinvent the wheel
• Access to high-end 3D rendering engines without having to code them yourself
• Maintenance, hosting, and updates are handled by the provider
• Available APIs for easy integrations with your existing stack (CMS, e-commerce, ERP, PIM…)

Whether you have an internal team or are working with an external agency, using a configurator platform is always a more cost effective and more scalable choice than starting from scratch.

What factors influence the price of configurators?

There’s no universal price tag for a product configurator — and that’s precisely what makes budgeting tricky. The total cost depends on a mix of product-specific variables, technical requirements, and business goals. Here’s a breakdown of the main cost drivers to keep in mind.

1. Complexity of the products

The more configurable your product, the more complex your configurator will be. That’s rule number one.

A few options with no dependencies? Straightforward.
Dozens of options with compatibility rules and exclusions? You’re now dealing with complex logic, condition-based rendering, and dynamic UI flows.

This complexity impacts:

• The configuration engine needed to manage all the product options and logic 
• The user interface, which must remain intuitive despite the complex rules
• The type of visualization you can realistically offer (see next point)

If you’re building your configurator from scratch, complexity means more development, more testing, more cost — and that can increase exponentially!

If you’re using configurator software, it’s less about “how much more will this cost” and more about choosing the right platform for the level of complexity you need. We’ll come back to this later.

2. Type of product visualization

The visuals are what your users see — and they’re also what shape their perception of your product and your brand. But the type of product visualization you choose affects both the cost and the scalability of your configurator.

Here’s a breakdown of the main options:

• Sketches or mock-ups: simple, low-effort visuals — but unrealistic and not scalable.
• Photos or fixed 3D renders: true-to-life images, but no interaction and difficult to update.
• 360° spins: high-quality rotating views, but each configuration requires separate rendering — so it doesn’t scale well.
• Real-time 3D: interactive and fully scalable — users can view, zoom, rotate, and personalize the product in real time.
• Augmented Reality (AR): same visual base as real-time 3D, with a small additional cost for enabling in-context visualization (e.g. view each configuration in a room or on a person).

It’s tempting to go for photos or static visuals — they’re faster and cheaper to produce upfront. But the illusion quickly fades.

The issue? Scalability. Each new option or variant multiplies the number of combinations to display. With complex products, creating a visual for every configuration becomes simply unmanageable.

That’s where 3D models make a real difference. They require an initial investment — yes — but here’s the significant payoff:

• All combinations can be generated automatically
• Visual consistency is guaranteed across all variants, including all future updates
• Reuse is possible across use cases (e-commerce, merchandising, product development, etc.)
• Customer engagement skyrockets thanks to immersive, interactive visuals
• Conversion rates increase and returns decrease as customers get a clearer idea of what they are buying

Your choice of product visualization will also define the kind of configurator software you need. Not all platforms support real-time 3D or AR, and not all can handle dynamic visual rendering at scale. This is a critical decision for both the experience you want to offer — and the long-term cost of your project.

3. Level of UX / UI customization

The user interface is a core driver of the customer experience — and a significant factor in pricing. A clunky or confusing interface leads to friction, drop-offs and lost revenue. Cutting corners here is rarely worth it.

Some companies choose to work with standard interface templates, using pre-configured components provided by the configurator software. These are usually fast to deploy, reliable, and cost-effective — but offer limited brand differentiation.

Others prefer to build a fully custom interface tailored to their product storytelling, design system, or sales process. This offers a richer, more immersive experience — but comes with additional design, front-end development and long-term maintenance costs.

To keep costs under control without compromising ambition, you ideally want to look for a flexible product configurator platform that offers three levels of interface control:

• Standard UI generation: get started quickly with easy-to-use default templates to test your configuration flow
• Customizable UI themes: adapt layouts and styling without touching the code, for faster updates and branded deployment
• Full API access: develop your own interface from scratch, with full control over design and integration

This modular approach lets you start simple, iterate fast, and gradually move toward a more custom, branded experience — based on user feedback, internal priorities and business goals.

4. Choice of configuration software

The software you choose is one of the biggest cost levers in the entire project — not just at launch, but over time. It determines how quickly you can go live, how easily you can make updates, and how much support you’ll need to keep everything running.

Some product configurator software solutions are robust, modular, and designed to scale. Others are more rigid or opaque: everything looks easy… until you want to change something.

Here are the key questions to ask when evaluating your options:

• Is the software designed to support the level of configuration complexity et de type of visualization your project requires?
• Can you create, update and manage product options and configuration rules without writing code?
• Can you reuse assets for multiple configurators?
• What options does the platform offer for creating user interfaces?
• Are maintenance, hosting and support included in the pricing model?
• How scalable et de secure is the hosting?

The right software should help you manage configurator content efficiently, reduce your reliance on technical teams and support multiple use cases — not lock you into a costly development cycle every time your product range evolves.

Most online configurator platforms operate on a SaaS pricing model, typically structured as a monthly or annual subscription. These plans vary based on several key factors:

• L' complexity of your configurators
• L' type of product visualization supported (2D, 3D, AR…)
• L' number of users or projects
• L' features or integrations included

In addition to the subscription, many vendors offer optional one-time services for onboarding, such as:

• Set-up and implementation support
• 3D model creation or optimization
• Custom development or integration work

Understanding what’s included in the subscription — and what falls under custom services — is essential to accurately forecast the total cost of your project over time.

In short: configuration software isn’t just a tech decision. It’s a business decision that will affect your autonomy, speed to market et de budget control.

5. Tech stack and integrations

The cost of integration depends largely on what you want your configurator to do — and how it fits into your existing business systems.

Are you looking to:

• Sell directly through your ecommerce platform?
• Capture customer choices and personal data to send a custom quote?
• Connect to an order management system to automate manufacturing?
• Show real-time stock levels and delivery timelines?

Each of these scenarios requires different levels of integration with systems like your ecommerce platform, CRM, ERP, OMS or PIM.

If you’re building your configurator from scratch, these integrations often require custom development — which can quickly become costly and hard to maintain.

A more scalable option is to choose a configurator platform with robust APIs and plug-ins. These make it easier to connect with your tech stack, speed up deployment and avoid integration headaches over time.

Remember: the more connected your configurator is to your core systems, the more value it creates — but choosing the right software foundation is the key to unlocking this value.

Cost vs ROI – What are the benefits of a product configurator?

Let’s be honest: configurators can seem expensive upfront. But when done right, they don’t just justify the cost — they deliver measurable impact across the entire customer journey and internal operations.

Here’s where the return on investment comes from:

A better customer experience = higher conversion

Configurators remove friction from the buying process. By letting users explore, customize and visualize the product in real time, you reduce uncertainty and help them make faster, more confident decisions.

This leads to:

• Higher conversion rates: users who interact with a configurator are more likely to complete their purchase
• Increased average order value: customers are more inclined to explore and add high-margin options
• Lower cart abandonment: fewer doubts = fewer drop-offs
  
  

Fewer returns, better forecasting

By helping users understand what they’re buying, product configurators reduce post-purchase disappointment — and with it, return rates.

This has a direct impact on:

• Logistics and reverse supply chain costs
• Customer satisfaction and loyalty
• Sustainability efforts through less waste and transport

Plus, configurators generate structured, real-time product data. This helps you forecast demand, manage inventory more efficiently and fine-tune your product offer over time.

Deeper customer insights

Each configuration session is a goldmine of intent data:

• What do customers click on?
• Which options are most selected?
• Where do they drop off?

This data gives marketing and product teams new visibility into preferences, trends and obstacles — helping them make better decisions based on real-time market analysis.

Stronger engagement across channels

Configurators increase the emotional connection between the product and the user. It’s not just “a product” anymore — it’s their version of the product.

You can deploy the same experience across:

• Your ecommerce website
• Retailers or resellers
• In-store touchpoints
• Sales teams and CRM tools

And with real-time 3D or AR, you multiply the potential for impact — from online advertising to social media campaigns to instore immersive brand experiences.