Configurable Products 

In B2B and custom manufacturing, buyers don't configure one item in isolation. They need five variations of the same base product, each with different text, dimensions, or options, in a single purchase order. The old model—one configuration per cart flow—creates friction, errors, and back-and-forth with sales teams. Virto's configurable products now support a full multi-configuration cart workflow with enforcement built in at both the storefront and API layer.

Visualy configurable products ensure users get exactly what they’re looking for by tailoring products to their preferences and addressing the demand for personalized solutions across B2B and B2C.

Virto Commerce supports advanced ecommerce product configurations from popular retail variations—such as color, size, material, shape, and add-ons—to fully customized B2B orders powered by tools such as CPQ and 3D interactive product configuration.

To further enhance the shopping experience, users can add their own product configurations to the compare list to instantly see price differences and make the best choice.

Offering both required and optional variations to guide customers toward the ideal product empowers businesses to deliver precise, engaging, and scalable product customization that boosts satisfaction and conversion rates.

Configurable products capabilities are available through Virto’s Commerce Innovation Platform—a composable, headless, PaaS eCommerce solution. 

• Wide range of parameters to choose from: color, size, material, shape, configuration, add-ons, etc.
• Predefined or custom text input for personalization or custom instructions, with configurable input types and maximum character limits enforced at both storefront and API layer. 
• File upload capability for customizations requiring image or document submissions.
• Support for required and optional parameters in variations, with variation-level configuration templates defining distinct sections per product variant. 
• Grouping related products or components into kits and bundles, allowing customers to purchase complete sets or customizable packages.
• Multi-configuration cart workflow: add, update, or create multiple distinct configurations of the same product within a single order session, with per-line quantity control and server-side constraint enforcement. 
• Marketplace vendor support: configurable product setup available directly in the vendor portal.

Virto Commerce enables building fully customized orders, including multi-step configurations for complex product definition processes. Going beyond standard variations, Virto’s enterprise-grade configuration engine is designed to handle intricate B2B requirements, granting businesses unparalleled flexibility and control over their complex sales workflows.

• 3D interactive product configuration: Seamlessly integrate powerful 3D visualization tools to help customers instantly see their personalized product in real time, boosting purchase confidence.

• Configure, Price, Quote (CPQ): Streamline complex B2B sales scenarios by linking product configuration, dynamic pricing, and automated commercial offer generation.

• Manufacturing scenarios: Enable precise parameter configuration before production to ensure specifications align fully with end-user requirements.  

In complex and technical catalogs, not every product combination is valid. Buyers configuring equipment, components, or multi-part orders can inadvertently select options that conflict—creating ordering errors that surface only after the order reaches fulfillment or production. Product Dependencies allow organizations to define relationships between products, options, and attributes so that invalid combinations are prevented before checkout, not discovered afterward.

When dependencies are configured, the buying experience guides buyers toward valid selections in real time. Required relationships are enforced, incompatible options are restricted, and buyers can complete complex configurations independently, without relying on a sales representative to catch errors or validate the order manually.

This directly supports:

• Reduced ordering errors: Invalid product combinations are prevented at the point of configuration, before the order reaches fulfillment or production.

• Improved self-service: Buyers navigate complex catalogs and configure products independently, with dependencies enforcing valid selections throughout the process.

• Simplified complex product sales: Sales teams spend less time validating configurations manually and more time on higher-value interactions, reducing deal cycles across configurable and technical catalogs.

• B2B businesses: Empower customers to explore at their own pace and order complex equipment with module selection, specifications, and tailored services.
• Retail: Provide the flexibility customers expect with multiple parameters across apparel, electronics, and furniture.
• Manufacturing: Deliver product customization at scale, adapting configurations fully to customers’ requirements.
• Custom printing, apparel, branded merchandise: Enable customers to configure garments with sizes, colors, print methods, placements, and artwork options in a single, streamlined flow. 

Real-world example: A major US-based wholesale custom apparel decorating company—a Virto Commerce customer—has transitioned to a composable platform that enables complex product customization within a single user flow and product card interface. Having eliminated the need for manual selection from hundreds of product parameters, the company significantly simplified the user experience and reduced the time to create highly customized orders. Alongside a better user experience, the new system streamlined quoting and order management for sales teams, making it more accessible and efficient.  

• Increased customer satisfaction: Configurable products, kits, and bundles help customers tailor products according to their preferences and be more confident with their orders.
• Elevated customer experience: Interactive configuration options engage users, reduce bounce rates, and turn shopping into an enjoyable experience.
• Increased sales: Configuration options encourage users to adapt default products, leading to stronger loyalty and higher sales.
• Upsell opportunities: Variations, add-ons, kits, and bundles create natural upsell routes and increase average order value.
• B2B differentiation: Support for highly customized processes unique to your business streamlines the workflow for the team and reduces deal cycles.
• Fewer errors and faster fulfillment: Product Dependencies prevent invalid configurations before checkout, reducing the back-and-forth between buyers, sales teams, and production that slows down complex orders.

Scale your B2B and B2C product offerings with Virto’s advanced product configuration options. Discover the full potential of customizable, complex scenarios and learn more about Virto Commerce platform by visiting Virto's user guide.