Top eCommerce Product Constructor Ideas for 2021

Ecommerce Product Constructor


Image featured on the banner: Unsplash


Having the chance to showcase your creative side and express yourself in what you own and wear is a big deal for many people. Knowing this, digital marketers are already getting a grip on modern technology, teaming up with product managers, UX\UI designers, and developers to incorporate product builder solutions to their online retail sites. Using them, clients have the opportunity to customize the design of the items they want to buy.


On this page, we’ll clue you in on what product constructors are, why they can be an advantageous move for an online retail business, as well as share examples of how such functionality is used on the sites of renowned companies.

Introducing Product Customizers in eCommerce

Let’s start off by determining what is product customization in online retail? In essence, it lies in the process of giving people the chance to modify a product that’s on sale according to their taste. I.e. changing the way the item looked or was initially (this regards colors, material, additional features, personalization elements, etc). Usually, such customization is offered for select products on eCommerce websites in the form of product constructors with pre-set steps.


Why are product builders worth it in eCommerce?

Why do it? Be it on a regular eCommerce site that’s browsed from desktop computers or a progressive web application that “flies” on mobile devices, product customizers can give a store’s conversions a big leap and boost its sales. 


Yes, as a business owner, you must first take care of the product development and production part, making it possible to create and deliver these non-off-the-rack product variations. Only then you should move on to the website. When you do proceed to this step, this will imply the work of designers and developers, all making sure that the feature works well on all screens and browsers. Sounds costly, right?


What you should understand is that adding customization opportunities to your online retail store will pay off, probably sooner than you think. For starters, you thus allow your audience to actually visualize what the item may look like. And even if the made-to-buy product will turn out to be more expensive, there’s a big chance that your customer will be ready to pay for something exclusive. Think about this, based on the data collected by Deloitte:


“Price isn’t the barrier. 1 out of 5 buyers who’d like to have an exclusive and personalized item are ready to pay an additional one-fifth to the price for it.”

Tips: planning what your future product customizer will be like

What you should aim for here when planning what your future builder will be like on your eCommerce website is:


  • Creating an intuitive and easy-to-use solution;
  • Clear navigation and understandable UX\UI;
  • A logical break down in the number of steps;
  • The display of all possible options and which “parts\elements” can be changed;
  • Top-notch product visualization as the changes are made by the user;
  • Transparent price calculation.
  • A fast solution.


The thing is that you can make the item customizer as complex and progressive as you’d like. You must note though that the more sophisticated and intricate the design and feature set of the solution will be, the tougher it will be to create from the development perspective (this implies time and cost). 


Furthermore, having a builder that won’t kill your site’s speed should be among your utmost priorities. As any adequate digital marketer understands that no user will waste his time if the builder will take forever to load, it’s bad for SEO too. Cutting down the load time is key!


Now to give you a better understanding of what product builders can be like, what are the “gaps” between them in terms of their technological complexity, and just to give you some inspiration, let’s take a closer look at three product constructor examples that are present on the sites of renowned eCommerce stores.

Idea 1: Coccinelle

The first product constructor example that made the overview is the one provided to shoppers on the official Coccinelle website. This Italian brand specializes in premium accessories and bags of outstanding quality.


Some of their products can be fitted with elements of personalization. As such, users can sign their name or send a short message on various leather goods, bags, and bracelets that are listed in the “Make It Unique” tab of the site. As you can see, clients can type in a word or a name by selecting letters from the box. The word will be clipped on to the item free of charge! 


Although very simple, this customizer is a great addition to the product page and makes for a nice personalization element.


Screenshot taken on the official Coccinelle website

Idea 2: Tiffany & Co.

The second product customization solution we’d like to show is the one that’s up on the official Tiffany & Co. website. The “Build Your Own” area of the site offers users to customize jewelry, i.e. bracelets, necklaces, charms, pendants, etc. 


After the user selects the main item, f.e. a bracelet, he can move on to adding on charms by selecting them from the list. Interestingly, many of the charms themselves are up for personalization, for instance, the shopper can select the letter of their name or even choose an engraving.


Once the bracelet and charms are chosen, they appear at the top of the page. When the user hits the “Start Building” button, the page transforms into a more interactive view. You can drag the selected charms and place them in the bracelet’s placeholders to see what they’ll look like together. Conveniently, the grand total adds on accordingly on the right.



Screenshot taken on the official Tiffany & Co. website

Idea 3: Ray-Ban

Finally, the third product builder example is the “Design Your Own” section of the official Ray-Ban website. This brand, perhaps, needs no introduction, but just in case, its main focus is eyeglasses and shades.


Also referred to as the “Custom Lab”, this tool has taken it a few steps up compared to the previous ones. Not all products that are sold on the site can be customized, of course. Yet the ones that can are well-presented in the builder.


The right side of the constructor, as you can see on the screenshot, breaks down into tabs those parts of the glasses that can be modified. Next, a little to the left, we can see the options the buyer can select from in each tab. All changes are shown ASAP in the biggest area of the builder that displays the glasses. The greatest part about it is that you can look at the item from various sides when clicking through the gallery.


coeincile ecommerce


Screenshot taken on the official Ray-Ban website

Summing Up

To conclude what was covered in this piece, your eCommerce store can enjoy many benefits after equipping the site with product customization features. If your business allows for personalizing and selling items in their changed form, this is simply an opportunity not to miss. Of course, putting together a neat product constructor on the site that’ll fit your users’ needs and perform quickly can be tricky both technically and in terms of design. Therefore, we hope that the builder examples that were shown in this post can give you a starting point! 


About the Author

Kate Parish

Kate Parish, Chief Marketing Officer at Onilab with 8+ years of experience in Digital Marketing and website promotion. Kate always strives to stay in pace with the every-advancing online world, and the sphere of eCommerce PWA development. Her expertise includes in-depth knowledge of SEO, branding, PPC, SMM, and the field of online sales in general.