Configurable Products 

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. 

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.

• File upload capability for customizations requiring image or document submissions.

• Support for required and optional parameters in variations.

• Grouping related products or components into kits and bundles, allowing customers to purchase complete sets or customizable packages. 

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.  

• 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.

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. 

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.