Configure, Price, Quote (CPQ)
Configure products and generate commercial proposals tailored to B2B customers’ unique needs.
Virto Commerce’s CPQ capabilities remove the stress from complex B2B sales processes by integrating product configuration, dynamic pricing, and commercial offer generation into a single workflow.
What is CPQ?
Configure, Price, Quote (CPQ) capabilities help businesses create detailed and accurate sales quotes in B2B commerce environments.
CPQ functionality guides users through product configuration, auto-applies relevant pricing rules, avoids errors, and reduces the time spent on complicated orders.
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Configure a custom product or service on predefined logic (features, components, services).
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Calculate the final price by applying rules (contracts, regional variations, bundles, discounts).
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Generate an accurate quote document that can be shared with the customer.
How CPQ Works in Virto Commerce
Virto’s CPQ combines intuitive product configuration, dynamic pricing, and tailored workflows to simplify complex B2B sales processes.
1. Enterprise-grade Product Configuration
- A guided, multi-step flow: Configuration walks buyers step by step to the exact product they need, instead of presenting every option at once.
- Detailed technical specifications: Buyers can choose modules and tailor parameters such as size, material, shape, and add-ons.
- Built for B2B and B2C alike: Configuration handles complex dependencies, kits and bundles, and required or optional variations, down to simpler retail-style variations.
- Defaults pre-select the common choice: A configuration option can carry a default value, so buyers configuring a routine order aren’t re-selecting the same option every time.
- Sections appear only when they’re relevant: A section can be made conditional, so it stays hidden until an earlier choice in the configuration makes it applicable. A buyer configuring a simpler variant never sees the sections that only apply to a more complex one, and the quote stays focused on the choices that actually matter for what they’re building.
- Text inputs enforce a maximum length: Custom specifications and instructions typed into a configuration are capped at a defined length, so a request that can’t be manufactured never makes it past quoting into production.
2. Pricing Integration & Rules
Pricing integration links product configuration choices with real-time, dynamic pricing adjustments based on customer-specific contracts, promotion and discount systems, and volume—for consistent, reliable pricing on every quote and proposal.
3. Designed for B2B Complexity
The CPQ functionality in Virto Commerce tackles typical enterprise sales challenges, such as personalized product sets, negotiated pricing, and multi-stage review and approval cycles, helping shorten sales cycle times and improve quote accuracy.
4. From Quote to Fulfillment, Without Re-Entry
The configuration behind every quote carries through automatically—from checkout to the order to production. Nothing gets manually re-typed along the way. Each order line also shows which section its selected option came from, so anyone reading the order, the buyer or warehouse staff, can tell what was chosen without cross-referencing the original configuration.
Use Case Examples for CPQ in Virto Commerce
- Complex B2B equipment and machinery: Users specify modules, accessories, and tech specs; pricing updates automatically with each configuration change.
- Manufacturing: Detailed parameter control before production launch with real-time dynamic pricing based on selected option.
- Automotive: Customizing engine, interior, and colors of the vehicle with instant recalculation according to feature adjustment.
- B2B beverages: Buyers configure orders by choosing packaging options and container types; pricing rules apply automatically.
- Pharmaceuticals: Selecting bottles, caps, labeling, and serialization, with programmed pricing for consistent accuracy throughout the process.
What CPQ Feature Delivers for Your Business
- Reduced manual errors and repetitive tasks by automating complex, multi-step configurations with validation against business rules.
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Increased customer satisfaction through highly accurate, transparent quotes tailored to their unique requirements.
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Support for scalable, adaptable sales workflows that manage intricate B2B requirements.
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Faster path from quote to production: The approved configuration and pricing travel with the order without manual re-entry between sales, fulfillment, and ERP systems.
Improve your B2B sales efficiency with Virto CPQ. Automate product configuration, pricing, and quote generation to deliver faster, more accurate proposals. Learn more in our user guide.
Your Questions, Answered
CPQ in Virto Commerce is a functionality that speeds up complex, multi-step B2B sales workflows by integrating product configuration and dynamic pricing, allowing users to customize and tailor products to their needs faster and with fewer errors.
Virto offers a multi-step configuration that enables users to customize products without compromising their requirements or preferences, allowing them to specify technical details, select required and optional variations, select modules, kits, and bundles. Each time the configuration is changed, the price is automatically updated, so no manual recalculations are required.
Virto’s CPQ functionality reduces errors that stem from manual product configuration, aligning product options and pricing, supporting highly customizable products and services, and speeding up multi-stage approvals.
Yes. Dynamic pricing in Virto’s CPQ auto-adjusts quotes based on selected configurations, contract terms, regional pricing, volume discounts, and promotional rules. This provides instant and reliable prices for every scenario.
Virto’s CPQ enables multi-step product configuration, letting users define detailed specifications such as size, material, bundles, kits, and add-ons—all validated against business rules for accuracy and error prevention.
Industries with complex products—such as manufacturing, automotive, industrial equipment, pharmaceuticals, and B2B packaging—benefit from Virto CPQ’s advanced configuration logic, automated pricing, and accurate quote generation workflows.
No. The configuration and pricing behind the quote persist as structured data through checkout, the order, and the API layer, so downstream systems (ERP, production, fulfillment) get the exact specification the customer approved, without manual re-entry.
