A product configurator is a tool that lets customers build a product step by step on your e-commerce site. On a standard product page, the customer picks one of the ready-made options; with a configurator, they put the product together: they enter dimensions, choose materials, add components, type the name to be printed and see the result on screen. For companies selling sports jerseys, workwear, modular furniture, printed products or machine parts, this is how you move orders out of endless phone calls and email threads. In this post we explain when you need a configurator and what to pay attention to when setting one up.
Are variants enough, or do you need a configurator?
Most e-commerce platforms store product options as variants: every color-size combination is a separate stock item. This works well with a handful of options. But as options grow, combinations multiply quickly. Five colors, four sizes and three materials already make sixty separate variants; add a customer-typed name or a free-form dimension and the variant model falls apart completely.
As a rough guide:
| Situation | Suitable structure |
|---|---|
| A few fixed options, sold from stock | Variants |
| Many options, most combinations not in stock | Configurator |
| Customer-supplied text, logo or dimensions | Configurator |
| Options depend on each other (if A, then not B) | Configurator |
| Price is calculated from the selections | Configurator |
The three layers of a good configurator
Options and rules
Rules are the heart of a configurator. You need to define which options can go together, which option requires another and which dimension ranges can actually be produced. For example, if a certain fabric is only made in some colors, the other colors should become unavailable as soon as the customer picks that fabric. A configurator without rules collects orders that cannot be produced.
Visual feedback
Customers should see the result as they make choices. This does not always require a 3D model; layered images, color-changing templates or photos that switch with the selection are enough for most products. What matters is that the customer can answer "Is this really what I'm ordering?" before adding it to the cart.
Price calculation
The price should update instantly with each selection. If extra components, special materials, print areas or quantity tiers change the price, that formula needs to be defined in the system; "call us for a price" defeats the purpose of a configurator. If dealers get different pricing, the same rules need to work with dealer prices too; we cover this in our post on running B2B and B2C on a single site.
How does the order reach production?
With custom products, the real gain is felt in production, not on the sales screen. An order coming from the configurator should be structured data, not free text: color codes, dimensions, a parts list, the text the customer entered and an image of every side of the product. The production team receives this data as a PDF, an Excel file or directly through the ERP. That puts an end to misunderstandings like "the customer said dark navy, but we printed black." And because the product is made to order rather than from stock, leftover inventory shrinks as well.
What to prepare before setup
- Option list: Each option group, its values and production codes.
- Rule table: Which option blocks or requires which.
- Price formula: Base price, option surcharges, quantity tiers.
- Visual assets: Layered images or templates, with accurate color tones for each option.
- Production output: The format production works with and the information it needs.
- Legal notice: Under Türkiye's Distance Contracts Regulation, personalized products are among the exceptions to the consumer's right of withdrawal. This must be stated clearly in the pre-contract information and on the configurator screen; for details, see our post on the returns and withdrawal process and the current text of the regulation.
How we do it at Globya
The KitBuilder module of our IMFLEXI platform was built for exactly this job. It was first designed for sports jerseys and team apparel: customers choose colors and components visually, enter names, numbers and a size list for team orders, and the order arrives with PDF and Excel output for production. Today it can be adapted to very different product groups, from corporate workwear to printed promotional products and modular furniture. Before setup, we work through the list above with you and define the rules around your product structure. For example setups on the furniture side, see our furniture and home decor page; to walk us through your ordering process, reach us via the contact page.
Frequently asked questions
Does a configurator require a 3D model?
No. For most products, layered 2D images or color-changing templates are enough. A 3D model makes sense when seeing the product from different angles is decisive for the purchase.
How does stock tracking work with a configurator?
For made-to-order products, you track raw material or component stock instead of finished goods. When a particular component runs out, a rule can switch off the related option.
Do I have to accept returns on custom products?
Products personalized according to the consumer's wishes are among the exceptions to the right of withdrawal; however, if the product is defective, the rules on defective goods still apply.
Can dealers use the configurator too?
Yes. The same configurator can run in the B2B channel with dealer-specific pricing and payment terms.
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