What does a product configurator do?

A 3D product configurator lets you build products to meet customer needs. Discover how it benefits customers.
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A 2D/3D product configurator is an interactive online platform that allows users to customize various aspects of a product model, such as colours, materials, and components. It goes beyond mere customization by empowering users to create personalized products tailored to their preferences.

This tool offers businesses a means to enhance customer engagement, deliver and enable immersive shopping experiences, and provide sales agents with a powerful selling tool.

With 2D/3D product configurators, businesses can unlock the potential of product customization solutions, and drive customer satisfaction and sales performance across diverse industries.


3d configurator of golf simulator


To begin using a 3D product configurator software, you typically need to create a GLB file of your product. This file contains the 3D model, textures, and other necessary data for the configurator to render the product accurately.

While creating and managing the web configurator yourself is possible, it requires technical expertise and extensive coding, making it a less common approach.


Thankfully, numerous product configurator software options, such as Visao, simplify and automate the product configuration process and provide ready-to-use solutions for businesses. Check out different configurations just below!


What does a product configurator do?

This interactive digital platform allows online shoppers to instantly visualize their unique solution, to generate quotes with instant pricing, get an automatic quote and even view realistic animations that highlight the best features, all on one screen and in a user-friendly way. It’s a compelling way to reveal specific features that can’t be seen well with ordinary images.

On the other hand, 3D products are excellent tools for advertising, marketing and making any web page more attractive.

What are the advantages?

Enhanced Customer Experience

Personalization and Customization Options for Online Shoppers

The ability to choose colors, materials, and components, and see the changes happen in real-time, provides a sense of ownership and allows potential customers to create custom products, that truly align with their unique preferences and tastes.

Studies have shown that merchants have witnessed a remarkable 94% increase in conversions after implementing a 3D configurator, highlighting the significant impact of personalization to engage customers and increase sales performance and the difference it makes with inaccurate product visuals.


Real-time Visualizations and Interactive Product Exploration

By presenting complex products in a dynamic and immersive manner, customers can visualize their customized creations from every angle, zoom in on intricate details, and experience the product as if it were physically in front of them. This interactive and engaging user experience not only aids in decision-making but also fosters a deeper connection between the customer and the product.

Visao has created a customizable 3D model for GolfIn, showcasing different customization options.

Streamlined Design and Manufacturing Processes

Efficient Prototyping and Design Validation

By allowing users to customize products in real-time, the configurator serves as a valuable tool for gathering feedback and validating design choices. Design iterations and modifications can be made swiftly, reducing development cycles and ensuring that the final product meets customer expectations and design requirements.

Integration with CAD Systems for Seamless Production

The 3D configurators can utilize CAD files, transforming them into lightweight GLB models that are easily accessible within the configurator interface. This integration ensures that any changes made to the CAD model can be efficiently reflected in the 3D configurator with a quick update.


This synchronization between the design and the configurator streamlines the production process, minimizing manual efforts and reducing the chances of errors or discrepancies between the virtual representation and the final manufactured product.

Learn more about 3D for engineering & production


Sales Team Enablement and Conversion Boost

Empowering Sales Teams with Visual Selling Tools

By showcasing products in an interactive and customizable manner, sales representatives can offer personalized demonstrations that cater to each customer’s unique preferences. This level of customization not only captures the attention of potential buyers but also enables sales teams to highlight the product’s key features and benefits in a visually compelling way.

The configurator becomes a persuasive tool that aids in overcoming objections, fostering a deeper understanding of the complex product itself, dynamic pricing and ultimately closing the sale.


Facilitating Better Communication and Understanding of Product Features

This enhanced level of communication enables customers to grasp the product’s capabilities, helping them make informed purchase decisions.

In fact, a recent survey found that 66% of shoppers reported increased purchasing confidence when using 3D configurators, highlighting the positive impact of interactive visualization on buyer understanding and decision-making on mobile devices and web front.

Building Trust and Reducing Buyer Uncertainty

Studies have shown that 95% of customers prefer 3D interactive visual product configuration and product visualization, over other formats, underscoring the effectiveness of configurators in instilling confidence in consumers and reducing the hesitation associated with online purchases.


By providing a realistic representation of the customized product, configurators bridge the gap between imagination and reality, enabling customers to make well-informed choices and increasing their overall satisfaction.


The impact of 3D viewers on SEO


 Connection to ERP and CRM systems

Integration with existing systems and workflows is also crucial for seamless operations. By connecting your 3D configurator through an API, you can integrate and connect it with your ERP and CRM systems.

This integration enables a streamlined data flow, ensuring efficient order, inventory, and customer service and information management.


a woman holding an Ipad with an augmented reality model of a snowblower machine


Key Industries and Applications

Manufacturing and Industrial Equipment

3D product configurators excel in the manufacturing and industrial equipment sector, where complex products benefit from visual aids and real-time customization. Configurators allow for detailed product exploration through features like exploded parts and zoom-in capabilities, enabling better understanding and demonstration.

Real-time customization options empower customers to visualize different variations, driving informed buying decision-making.


Automotive and Transportation

The automotive industry has embraced 3D product configurators for showcasing car customization options, with notable examples including Porsche, BMW and Audi.


Source: BMW Website


These configurators also prove valuable in the transportation sector for visualizing how trailers and attachments seamlessly attach to vehicles, ensuring compatibility and informed decision-making.


Furniture and Home Decor

When it comes to furniture and home decor, the plethora of colors, sizes, and design options make 3D product configurators an ideal solution.

Red Dot Design Award: IKEA 3D Shelf ConfiguratorMoreover, an added bonus is the integration of augmented reality (AR) features, enabling users to visualize products in their own space. This AR capability allows customers to assess if the furniture fits harmoniously within their environment, enhancing the overall shopping experience and reducing uncertainty.

Other Industries

The advantages of 3D product configurators extend to various industries.

In fashion and apparel, configurators enable customized clothing options for virtual try-on.

In architecture and real estate, clients can visualize and personalize building designs.

Your Home - Angelisa Scalera

Case studies showcasing Positive Impact

Research conducted by Bain & Co. revealed that retailers significantly increased Net Promoter Score (NPS) when customers were allowed to design their own shoes using a 3D product configurator. Brands experienced a remarkable 50% increase in NPS, indicating a higher level of user recommendations. This finding corroborates the idea that configuring products elevates the buying experience for consumers and, consequently, enhances customer loyalty as well.

3D model editor on laptop screen


SBI, an online fireplace OEM and a client of Visao, experienced a significant decrease in support phone calls and product returns by implementing a 3D viewer with AR functionality.

3d model viewer of fireplace on laptop screen

This technology enabled customers better to understand the dimensions and overall appearance of the fireplaces, reducing purchase dissatisfaction and the need for assistance.



GolfIn on the other hand, took customization to the next level by seamlessly integrating a 3D product configurator with their website’s Configure, Price, Quote (CPQ) system. This innovative approach empowered customers to personalize their ideal golf simulator setups, resulting in increased engagement and a truly tailored experience.


3d product configurator of golf simulator


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Industry giants, manufacturers like Nike, Dell and Ikea have also recognized the potential of these tools and successfully incorporated them into their customer experience strategies.

IKEA 3D Shelf Configurator (3d product configurator)

Implementing a 3D Product Configurator

It’s important to recognize that this endeavour may require significant resources and financial investment (click here for pricing information). However, its benefits and value to your team and business make it worthwhile.

When choosing the right software, service, or platform for your configurator, consider Visao, a leading solution in the field. Visao offers a versatile platform that caters to multiple industries and provides comprehensive features and scalability to meet the needs of businesses of all sizes.

We also integrate with eCommerce platforms such as Shopify and WooCommerce.


Read to build your configurator?

Get ready to ignite your business with the limitless possibilities of 3D product configurators! These powerful tools offer unrivalled value and versatility, empowering you to create personalized experiences, streamline processes, and supercharge your sales process.

Embrace the thrill and power of customization, captivate your customers, and embark on a journey of unparalleled business success with 3D product configurators at the helm!

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