Product Configurator and CPQ
A product configurator with CPQ (Configure, Price, Quote) allows you to configure products, calculate prices, and create quotes in one system. This makes the sales process faster and more structured – from product selection and pricing to quote, contract, and order.
What is a product configurator and CPQ?
CPQ stands for Configure, Price, Quote and is a digital sales tool that helps companies configure products, calculate the right price, and automatically create quotes. The process can be done either by the salesperson or by the customer themselves, who configures their solution and immediately receives a quote.
A product configurator can be anything from an advanced 3D configurator to an educational variant selector. It guides the user through various choices, ensures that the right product variants are combined, and provides a clear overview of content, price, and specifications.
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In the meeting, we will go through your goals, current situation, and how we can assist you further with product configurator and CPQ. No commitment required, of course.
A digital sales room for customers and sellers
A product configurator functions as a digital sales room where customers and sellers meet in the same process. Here, products can be configured, prices calculated, and quotes created without the need to transfer information between different systems or documents.
By consolidating configuration, pricing, quotes, and orders in the same tool, companies can standardize the entire quoting process. The result is fewer manual errors, shorter lead times, and a more efficient sales process.
This is how a product configurator works in practice
When a product is configured, the information is often retrieved from a central product library, such as a PIM system. The system ensures that the correct product variants are combined, prevents incompatible choices, and visualizes the customer's configuration.
When the configuration is complete, the price is automatically calculated based on the company's pricing rules. Based on the product selections, a quote is then generated with the correct content, structure, and branding that can be shared digitally or converted into an order.
Benefits of product configurator and CPQ
By automating configuration, pricing, and quote generation, the administrative burden in the sales process is reduced. Salespeople can spend more time on the deal and less on manual calculations and document management.
Companies that use product configurators and CPQ often experience increased conversion, fewer manual errors, and fewer quote revisions. At the same time, a more professional and clear experience is created for the customer.
When is a product configurator suitable?
Product configurators are primarily used by B2B companies that sell products with many variants or configuration options. This is especially true for companies with large product catalogs, many SKUs, and advanced or customized pricing.
The solution is also suitable for organizations with many salespeople or long sales cycles where quotes are often created manually. By consolidating configuration, pricing, and quotes in one system, the process becomes both faster and more consistent.
Konradssons Kakel
When Konradssons Kakel took the next step in its digital development, the goal was to create a modern and inspiring web experience that meets customers' needs today. Together with Toxic, a new digital platform was developed on Litium Storefront, where inspiration, product information, and flexibility are at the center.
Logistri
Before its planned listing change to Nasdaq Stockholm's main list, Logistri faced increased demands for transparency, reporting, and accessible investor information. Together, we developed a modern IR platform in Umbraco that simplifies daily operations and creates a stable foundation for the next phase of the company's development.
Länsförsäkringar Fastighetsförmedling
We at Toxic are proud of our long and successful collaboration with Länsförsäkringar Fastighetsförmedling, which we have had the privilege to work with since 2016. Together, we have created a modern website built in Umbraco, focusing on user-friendliness, attractive packaging of property information, and continuous improvements. Our joint work is characterized by innovation and sustainability, always with the users' needs at the center.
Essem Design
Essem Designs e-commerce is the flagship store where user experience, design, and the brand's history are highlighted in every detail. Together with Toxic, Essem has taken the step to a global platform where the vision of the hall as the "first room" meets modern technology, high performance, and a long-term digital strategy. Through a new framework, inspiring features, and over ten years of SEO work, Essem has created a digital presence that drives growth both in Sweden and internationally.
Svegro
Toxic proudly presents our latest client case: a complete transformation of svegro.se. With a focus on modern UX/UI design, a stable platform in Umbraco, and innovative features, Toxic has created a digital platform that not only enhances Svegros brand awareness but also inspires a sustainable life with organic farming. The new website offers an enhanced user experience that reflects the 'wow' feeling Svegro is known for.
Kläppen Ski Resort
We at Toxic were entrusted to help Kläppen Ski Resort at a strategically important stage, where their existing web platform needed to be reviewed for the future. Kläppen's previous website was built in Episerver, with a license that expires in 2026. This created a clear need to find a new solution that was both sustainable in the long term and cost-effective.
Bevent Rasch
An e-commerce platform with increased service level and accessibility was on Bevent Rasch's wish list, and that is also what their new e-commerce, built by Toxic, achieved. With web, e-commerce, and PIM on the same platform – Litium – the customer experience improved while the administrative and manual tasks were streamlined.
KABE
We at Toxic are proud to have been entrusted with developing KABE's new website. The project combines modern design, improved user experience, and an editor-friendly CMS, Umbraco, to best meet KABE's needs.
GARO
GARO needed a new site to take the next step in its digital journey and to offer both of its target groups; the private consumer and the electrical installer a modern digital experience. Toxic built the solution in the e-commerce platform Litium.
Infranord
Toxic has developed digital solutions in close collaboration with Infranord that strengthen both their internal efficiency and external brand. By creating the customized mobile app TORD and redesigning the website in connection with Infranord's rebranding, we have together created a comprehensive solution that supports their operations – from technology to communication.
Lanbrukarnas Riksförbund (LRF)
When we at Toxic were tasked with redesigning The Federation of Swedish Farmers' (LRF) current website, we began to clarify what challenges LRF saw with the existing website and where the focus should be for the new website.
Svensk Camping
Svensk Camping, formerly known as SCR, underwent a comprehensive rebranding. In connection with the launch of a new graphic identity, Toxic was tasked with developing a new website built on Umbraco Cloud. The result is a modern and informative digital platform that strengthens Svensk Camping's communication and creates better reach for both the industry and the organization's members.
Norrviken
When Norrviken wanted to strengthen its digital presence, Toxic was entrusted to create a unified web platform, built in Umbraco, that elevates their entire operation – with the park and visitor experience at the center. The new solution makes it easier to inspire, inform, and guide visitors year-round. As part of the platform, Toxic has also developed an e-commerce solution in Umbraco Commerce, integrated with the business system HiCore via our integration engine EntityFlow.
Stolab
Toxic has long had a close collaboration with Stolab and has been their digital partner. The collaboration has now led to Toxic, together with Stolab's in-house department, creating a comprehensive solution with a focus on sustainability.
Ravema
To streamline their order management and consolidate their large product range under their own ownership, Ravema needed a complete e-commerce platform. Together with us at Toxic, they took the step to a solution that is not only integrated with their business system but also provides their customers with a simple and smooth shopping experience.
Isaberg Mountain Resort
Isaberg, one of Sweden's premier destinations for outdoor activities and skiing, has developed a modern digital platform in collaboration with Toxic to enhance its online presence and optimize the customer experience. The platform integrates several booking systems and customizes content based on the season, making it easier for guests to find and book activities. In this case, we focus on how the new solution has created a smoother and more cohesive experience for Isaberg's visitors year-round.
Miller Badrum
We proudly present our comprehensive solution for Miller Badrum's new digital platform. With Litium CMS, PIM, and Commerce, we at Toxic have created a mobile-friendly and dynamic e-commerce solution that makes it easy for customers to configure bathroom furniture and explore a wide range of products. The new platform streamlines Miller Badrum's product and content management while enhancing the brand's presence and creating an inspiring experience for both Nordic and British customers.
Furhoffs
Furhoffs Rostfria needed a modern B2B e-commerce platform that could handle complex product configurations and streamline order flows. Toxic developed a customized solution based on Litium with integration to the business system Monitor G5, which among other things solves automated management of prices, inventory levels, and customer-specific agreements. The result is a scalable e-commerce platform with improved UX, faster order processing, and search engine optimized product structure – tailored for industrial sales online.
Pulsen Fastigheter
Pulsen Fastigheter needed a new website that better reflected their business and commitment to Borås. With a new, modern, and flexible solution in Umbraco, they now have a platform that is easy to update and provides a better user experience for both tenants and visitors.
Gnosjö Automatsvarvning
Gnosjö Automatsvarvning has initiated a digitalization project with us at Toxic to develop System ONE – a platform that will streamline internal processes and complement the company's existing systems to meet future needs. As the first step, a presence module is now operational, which improves safety and efficiency in the business. In this case, we focus on how this subproject within System ONE has helped Gnosjö Automatsvarvning to digitalize its attendance management.
Vestum
Vestum, an industrial group within sustainable and socially critical infrastructure, needed to streamline the management of reports and press releases. By building their website in Umbraco and integrating with Modular Finance, Toxic created a solution that saves time, enhances security, and provides a smooth user experience. Toxic is also continuously working to further develop the website to meet Vestum's growing needs and ensure that it always maintains the highest standards.
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Frequently asked questions about product configurator and CPQ
When a product is configured, the price is automatically calculated based on the company's rules, discounts, customer-specific agreements, and promotions. Salespeople can often adjust prices within given limits while simultaneously seeing coverage and margin.
The system generates a quote directly from the product configuration. The quote is created in the correct format with proper branding and can be shared digitally, signed, and in many cases converted into an order.
Yes, many CPQ solutions allow customers to configure products themselves. The system guides the user through the choices and ensures that the right combinations are made.
Modern solutions often include integrations with CRM and ERP, approval workflows for order approval, project and bid management, as well as features for digital signing, reminders, and the validity period of the quote.
CPQ manages product configuration, pricing, and quotes. CRM is used for customer relationships and business opportunities, while ERP handles internal processes such as finance, inventory, and purchasing.
Product data is often managed in a PIM system and displayed in e-commerce where the customer makes their choices. The information is sent to CPQ which calculates the price and sends back the result.
Most solutions are based on API-based integrations where systems communicate automatically. Middleware, events, or webhooks, as well as headless architecture, are often used to connect e-commerce, PIM, CRM, and ERP.