Build your own vessel
TL;DR: There isn't just one kind of configurator — there are at least 5 types, from simple dropdown variants to visual 3D configurators with an AI print generator. This article helps you decide which type is worth it for your Shoptet or Shoptet Premium online store, and what you need to know before you commission one.
We've been building configurators for Shoptet since 2020 — projects for Brain Market, Place Store, Adam's Vape, Kanceláře24 and others. What we've learned? Most projects that "want a configurator" need something different from what they originally think. Some are fine with dynamic bundles, others need a full configurator with stock validation and custom development on Premium. Let's sort it out.
What a product configurator actually is
A configurator is a tool that lets the customer build a product from several options or components before they order. Instead of creating 200 product pages for every combination, you have one page with a configurator where the customer builds those combinations themselves.
Typical examples we build:
- Building a gift package, discovery box or tester set
- Curtains, drapes and carpets with the price calculated from dimensions
- T-shirts with custom print (text, motif, AI-generated artwork)
- Engraved jewelry
- Bundles like "bike + helmet + bottle" with custom discount logic
The reason configurators are on the rise: they raise average order value and cut returns. The customer tailors the product exactly to their taste and feels like they're buying "their own" product.
5 types of configurators on Shoptet
Type 1: Standard variants (included in Shoptet for free)
What it is: A built-in feature of Shoptet Core. The product has 2-3 attributes (size, color, variant) that the customer picks from a dropdown or a toggle.
Who it's for: For 80% of online stores with a normal product range. Fashion, small electronics, stationery.
Price: Free, included in every Shoptet plan.
Limit: It works up to 3-4 attributes. Past 100 combinations the admin starts to feel slow. Variant prices are fixed — if every combination has its own price, you have to set it manually.
When to move up: When you need dynamic price calculation (dimensions × price per m², material × markup percentage) or more than 4 attributes.
Type 2: Dynamic bundles and packages
What it is: The customer builds a bundle from fixed "modules" — for example 5 products out of 30 available. The price is calculated dynamically and stock is checked for every component.
Who it's for: Discovery boxes, tester sets (cosmetics, beer, tea, food), tool kits, gift packages.
Price: An add-on for Shoptet Core (price depends on how complex the rules are) or a custom implementation on Shoptet Premium via API.
From our experience: Dynamic Bundles are one of our top add-ons — we've built them for Brain Market and for clients in the food service and cosmetics segments. The real benefit: higher AOV and more repeat purchases, because the customer builds the bundle around their own preferences.
Type 3: Build your own product (complex configurator)
What it is: A full configurator with validations and dynamic pricing. The customer builds the product from 5+ attributes, where each one affects the price, availability and the remaining choices. Stock is validated component by component.
Who it's for: Custom furniture, bikes, ergonomic chairs, IT equipment, food service equipment, sports gear.
Price: A custom implementation within Shoptet Premium projects, based on how much logic is involved (5+ attributes, dependencies, validations).
Key features we build:
- Dependencies between options (the chosen material can limit the colors)
- Real-time stock check for components
- Final price preview with a breakdown
- Saving an unfinished configuration (by session/account)
- Sharing a configuration by link (for B2B approvals)
Related service: Build your own product – custom configurator — a solution built exactly for the Shoptet Premium API.
Type 4: Dimension-based configurators (curtains, carpets, material rolls)
What it is: A specific type where the price is calculated from the entered dimensions × price per m² or linear meter. It's often combined with a choice of material, edging and accessories.
Who it's for: Custom curtains and drapes, carpets, fabric rolls, door mats, cut glass, sheet metal.
Price: A custom implementation, similar to type 3.
Specifics: Validation of minimum/maximum dimensions, material waste calculation, extra services (hemming, eyelets, cutting to size). In the Premium version you often need a connection to the production system — and that's a topic for API integrations.
Type 5: Personalizer with preview and AI
What it is: A configurator where the customer sees a visual preview of their product (an image, a 3D model or a text preview) in real time. The AI version generates the artwork directly from the customer's prompt.
Who it's for: Printed T-shirts, jewelry engraving, gift items, stickers, posters.
Price: Depends on complexity — from a basic text personalizer to full AI generation with a text-to-image model.
From our experience: We build personalizers with an AI print generator for clients who want to go beyond "upload your own logo". Models like Stable Diffusion or commercial APIs (DALL-E, Imagen) generate unique motifs from the customer's prompt — the result is then shown as a preview on the product before ordering.
How to pick the right configurator type
Ask yourself 5 questions:
- How many combinations does the product have? Under 50 → Type 1. 50–500 → Type 2. 500+ → Type 3-5.
- Does the price change dynamically with the options? If it does, Type 1 won't cut it.
- Are visuals important for the buying decision? If they are, Type 5.
- Do you sell products by dimension (m, m²)? Type 4.
- What's a realistic investment? Under €2,000 → Type 1-2. Over €4,000 → Type 3-5.
When you need Shoptet Premium instead of Core
Standard Shoptet handles Type 1 (variants) and Type 2 (via add-ons from the marketplace). That works well for 80% of online stores.
Shoptet Premium becomes necessary as soon as you need:
- Dynamic pricing driven by 5+ variables
- Real-time stock validation per component
- A connection to a production system / ERP / WMS
- A custom UX flow (wizard, preview, configuration sharing)
- A B2B configurator with an approval workflow
For these cases, Premium with a blank template and the REST API is the only sensible path.
Common mistakes when implementing a configurator
From our experience, here are the 6 most common:
- Too many options at once. 8 dropdowns up front = choice paralysis. Better to split it into steps (a wizard) and offer preset configurations for a quick start.
- Missing stock validation. The configurator lets the customer pick a combination you don't have. Refunds, frustration, bad reviews.
- Dynamic pricing without a breakdown. The customer sees only the final price and has no idea how it got there. Always show which option contributes which part of the price.
- No "save configuration" feature. The customer spends 15 minutes configuring and doesn't know whether it will be saved. 50% of such carts end up abandoned.
- A desktop-only configurator. 60–70% of traffic comes from mobile today. A configurator that doesn't work on mobile = 2/3 of customers lost.
- An unoptimized checkout. The configurator is beautiful, but the checkout process ignores it. After an hour of configuring, the customer hits a 5-step checkout and drops off.
Frequently asked questions
Does a configurator work on regular Shoptet Core?
It depends on the type. Standard variants (Type 1) yes, for free. Dynamic bundles (Type 2) through an add-on from the Shoptet Add-ons marketplace. Complex configurators of types 3-5 usually require Shoptet Premium or custom development.
How long does implementation take?
Type 1: done within an hour. Type 2: 1-2 weeks with an add-on, 2-4 weeks with customization. Type 3: 6-12 weeks. Type 4-5: 3-6 months depending on the complexity of the visualization and the AI integration.
How does a configurator affect SEO?
If it's implemented well, not at all. A configurator handles interaction, not URL structure — the canonical URL is the main product. Our Product Linking add-on goes further and creates a unique URL for every variant, which helps variants rank on their own in the SERPs (especially for long-tail queries with a specific color or size).
Which configurator should you use for B2B?
For B2B we recommend Type 3 (complex) with a connection to a CRM or an approval workflow. B2B buyers need precise control over the configuration and often approval from a manager — you can't do that without the Premium API.
Can you build a configurator on an existing online store, or only on a new one?
Yes, both ways work. On an existing store, an audit of the product and catalog structure is required. Sometimes it's better to adjust the existing structure a little than to force a configurator onto foundations that don't fit.
How do you measure a configurator's success?
3 main metrics: completion rate (how many people finish the configurator), average order value with the configurator vs. without, and conversion rate. Target state: a completion rate of 30–50% and AOV higher by 10–25%.
Do you also do AI artwork generation?
Yes. A personalizer with an AI print generator is one of our unique features — text-to-image models (commercial or open-source) generate unique motifs from the customer's prompt, which is then shown as a preview on the product. Details in Custom AI for your business.
What to do next
If you're considering a configurator for your online store, the most important thing is to start from the product type, not the technology. Answer these first:
- What exactly does the customer want to configure?
- What's a realistic budget for development and maintenance?
- What conversion rate or AOV growth do you expect from the configurator?
Only then pick the type based on the answers. And if you need help with the diagnosis, book a consultation — we build custom configurators from simple dynamic bundles to complex personalizers with an AI print generator.