Smart selection logic, real-time pricing, and visualization up to 3D, integrated with your ERP, PIM, or CAD environment. This allows your customer to independently assemble a complex product. Cube builds these custom configurators: not a plugin with limitations, but a scalable solution that speeds up quotes from days to minutes and eliminates errors from the ordering process.
A product configurator is a digital decision-making tool. The buyer selects colors, sizes, materials, or options step by step, and the software only allows valid combinations. At the same time, the system instantly calculates the price and compiles the correct bill of materials. It differs significantly from a standard quote form. A form collects input and forwards it to the sales department. A configurator does the thinking itself. It prevents someone from ordering a window with two non-existent hardware options, or choosing a machine whose motor doesn’t fit the frame. It is also not a filter like the ones found in an online store. A filter limits the existing selection. A product configurator, on the other hand, generates new combinations based on your product logic.
Three or more, and you're losing out on revenue
Manual work
Your sales team spends hours every day preparing quotes manually, with a turnaround time of a few days.
Many variations
Your products have more than ten combinations of variants or options, and that number is still growing.
The same questions
Your sales department keeps receiving the same types of inquiries, whether by phone or email.
Incorrect orders
Too many orders are coming in with the wrong contents, resulting in returns.
Website not compatible
Your website or online store doesn't handle complex pricing logic or conditional rules very well.
Low conversion rate
Visitors abandon the application form halfway through because the navigation path is unclear.
A good product configurator is more than just an interactive drop-down menu. Under the hood, four things are running simultaneously:
This is the core: Configure, Price, Quote, or CPQ for short. The configurator knows which options are compatible, which are mutually exclusive, and which dependencies exist behind the scenes on the factory floor. No more emails to production asking, “Can this be ordered this way?”. just a direct, valid configuration.
Every choice the buyer makes is immediately reflected in a new price and a new bill of materials. No separate calculations afterward, no price difference between the quote and the invoice. What the buyer sees is what they get.
A single image often says more than thirty options. For simple products, a 2D rendering is sufficient. For furniture, window frames, or technical installations, a 3D model or an AR view makes all the difference. The buyer sees what they’re buying before production begins.
A standalone configurator results in duplicate work. A configurator that integrates with your existing systems delivers immediate productivity gains.
Custom solutions start with listening. What challenges are you facing? Tell us your problem, and we’ll take care of the rest.
A 3D product configurator displays the assembled product as a rotatable 3D model, right in the browser. Rotating, zooming in, changing colors, adding options—it all happens in real time. When is this useful? For products where the spatial form matters: window frames that fit into a facade, furniture in an interior, modular machines on a factory floor, technical installations in a pipe shaft. The buyer not only sees what they’re choosing, but also what it will look like in the end. Augmented Reality adds another layer to this. Using a smartphone camera, the buyer can project the product into their own living room, office, or workshop. Not as a gimmick, but as a final check before placing the order.
We’ll work with you to map out your product range. Which products, which variants, and which rules apply where? This is where hidden complexities come to light. Sometimes, halfway through the process, it turns out that a conditional rule that “everyone knows” has never actually been written down anywhere.
We design the user flow, the design system, and the technical architecture. How does the buyer navigate through their options? Which decision takes priority? What does the configurator look like on a mobile phone used on the shop floor while wearing gloves?
We develop, integrate, and test. We deliver functional milestones along the way. No big bang at the end. This way, you see progress every two weeks and know exactly where your money is going.
A configurator is never finished. After it goes live, we monitor where buyers drop off, which combinations are chosen most often, and which rules are missing in practice. Based on that, we continue to refine it.
Four links appear most frequently
An ERP integration means that an approved configuration automatically becomes a sales or production order. Inventory is reserved immediately, the invoice is ready, and the scheduling system knows what’s coming. Do you work with a less common ERP system? If an API or webhook is available, an integration can be built.
A Product Information Management system serves as the central source for all product information—including prices, features, images, and descriptions. If your configurator retrieves data directly from it, you won’t have to maintain duplicate product data anywhere. If you change a price in your PIM, it will immediately be updated in every configuration.
When it comes to technical products, the drawing tells the whole story. Cube integrates with CAD systems so that the configurator uses the same technical parameters as the engineering department. The buyer makes their selection, the drawing is automatically generated, and production can get to work.
Whether you run a B2B online store or a consumer online store, a product configurator should be placed in the right spot within the checkout process. This could be a dedicated space (a separate configurator page) or an integrated part of the product page. Cube builds both.
Every configurator is set up differently, and so is every system landscape. Tell us what you want to integrate, and we’ll work with you to find the best approach.
Ask yourself these four questions
How complex are your product rules?
A plugin works fine for five variants and a linear pricing structure. But if you need conditional rules, combination-based discounts, or mutually exclusive options, a plugin will run into trouble. A custom product configurator is built around your exact logic.
Who owns the code?
With a plugin, you’re renting a feature. If the provider stops offering it, so do you. With custom software development, the code belongs to you. No license lock-in, no sudden subscription price hikes that no longer fit your needs.
How much will it cost in the long run?
Consider a fully-featured online store with a product configurator and checkout, including integration with your back-end systems. A SaaS platform costs an average of about 95,000 euros to set up and implement, plus approximately 3,200 euros per month. Custom development requires a higher upfront investment, around 120,000 euros, but the monthly costs are lower: about 1,800 euros. That’s a difference of 1,400 euros per month, meaning the extra investment pays for itself in about 18 months. After that, you only pay for maintenance and ongoing development, and the savings continue to grow.
How deeply does it integrate with your ERP?
Plugins communicate in a superficial way: an order goes in, an order confirmation comes out. A custom product configurator communicates in both directions, performs validation before the order is placed, and reserves inventory in real time.
The figures above are based on an average online store with a configurator and checkout. The number of product variants you offer, your product logic, and your integrations with ERP or PIM systems will determine exactly where the break-even point lies. Tell us about your ordering process, and we’ll calculate the payback period for your specific situation.
Curious about the ROI for your situation? Contact us for a free consult.
Product configurators in action: see our work at Direct Een Kozijn, Eastborn, and Techmar.
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The collaboration with Direct Een Kozijn resulted in a powerful solution that combines a new website, a DMP, and a window frame configurator. The real USP lies in the product configurator with SVG renders: users can immediately see what they’re putting together, while the DMP provides full control over products, orders, quotes, and roles.
From individual components to a complete system: with Techmar’s integrated product configurator, you can put together your own 12-volt lighting system—including the right cable, connectors, and transformer. The result is an overview that serves as digital advice, plus a store locator that directs you to the nearest retailer.
Choosing a bed isn’t something you do on a whim. That’s why Cube developed the configurator’s visual interface and integrated it with LogicTrade’s backend, where all products are managed. Using the advanced product configurator, customers can build their ideal bed themselves—from mattress to legs—with only the choices that matter at each step. This transforms a complex selection process into an experience that aligns with the brand.
Let's walk you through it
Customers go through the process on their own and immediately see the implications of their choices. This speeds up the decision-making process, and because there’s no confusion, they don’t need to contact support or sales as often.
The configurator only allows valid combinations. Incorrect configurations or incomplete requests are filtered out, leaving only consistent, reliable results.
Clarity builds trust. When someone understands exactly what they’re getting and how much it costs, the step toward making an inquiry or purchase is much smaller.
Thanks to integrations with systems such as ERP, CRM, or PIM, you always have access to the right information. Prices, availability, and product data are updated in real time.
Whatever someone puts together is immediately converted into a quote or proposal. No manual work is required, and it’s fully tailored to the selections made. This streamlines your internal processes and frees up time for the work that truly adds value.
You can see exactly how people navigate the configurator. Where do they drop off, and which choices come up most often? These insights help you continuously improve.
Building a configurator is one thing. Building a configurator that truly makes an impact requires more. Cube combines strategy, design, and technology to develop solutions that not only work but also drive growth. By first understanding where the real value lies, we create a solution that fits your organization and your customers. With over 15 years of experience in custom development and integrations, we know how to translate complex challenges into user-friendly solutions. Not by stacking off-the-shelf tools, but by building exactly what’s needed. The result is a configurator that speeds up processes, reduces errors, and ensures a better experience: for both your customers and your team.
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Gain deeper insight in 30 minutes
We’d rather not talk about you, but with you. No sales pitch: just a thirty-minute discussion about your product range, your quoting process, and what a product configurator could do for you.
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With courage, pragmatism, and a focus on quality.
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A product configurator is software that allows a buyer to independently assemble a product from available variants and options. The configurator enforces valid combinations, calculates the price immediately, and can automatically transfer the configuration to a quote, order, or production request. For complex products, it replaces hours of manual work in sales and operations.
A plugin is a ready-made module with predefined features and monthly licensing fees. A custom product configurator is built around your product range, pricing rules, and integrations, with no licensing lock-in and no limits on product rules. Plugins work well for simple variants. With complex CPQ logic, they run into trouble.
A custom product configurator typically costs between 25,000 and 100,000 euros. What determines the price: the complexity of your product logic, the number of variants, the visualization method (2D, 3D, or AR), and the number of integrations with systems such as ERP, PIM, or CAD. Cube works in clear phases with partial deliveries, so you invest in stages and your expenses grow in line with the demonstrable value the configurator delivers.
A Cube product configurator can integrate with any system that offers an API or webhook. Common examples include ERP systems such as AFAS, Exact, SAP, and Microsoft Dynamics. In addition, PIM systems for product data, CAD software for technical products, and online stores built on WooCommerce, Magento, or Shopify. Custom integrations are always possible.
A 3D product configurator displays the assembled product as a rotatable 3D model in the browser. This is useful for products where spatial awareness makes a difference: furniture, machinery, modular assemblies, technical installations, and window frames. For products with only color or size variations, 2D is usually sufficient and more cost-effective.
