When companies search for product configuration software, they inevitably encounter two terms: product configurator and CPQ software. At first glance, both seem to solve the same problem — customers should be able to configure complex products and receive a price. But behind these terms lie fundamentally different approaches, target audiences and pricing models.
What is CPQ Software?
CPQ stands for Configure, Price, Quote. CPQ systems are enterprise software typically integrated into the sales process of large B2B companies. They connect closely with CRM systems like Salesforce or Microsoft Dynamics and map complex sales processes: multi-level approvals, individual discount structures, contract terms, approval workflows.
Well-known CPQ providers include Salesforce CPQ, SAP CPQ, Oracle CPQ and Tacton. These systems target companies with a dedicated sales team that creates quotes internally — not end customers who configure themselves.
What is a Web Product Configurator?
A web product configurator like configento.app is designed for direct use on the web — embedded in a web store or website. Customers configure their products themselves, directly in the browser, without a sales representative in between. The result goes into the shopping cart or is submitted as an inquiry.
This is a fundamentally different use case: not internal sales support, but self-service for end customers or B2B buyers.
The Key Differences
Target Audience
CPQ targets the sales representative — they operate the system internally to create a quote for a customer. The customer typically never sees the CPQ system.
Web product configurator targets the end customer or B2B buyer directly — they configure themselves, without a sales rep, anytime and anywhere.
Integration
CPQ integrates with CRM and ERP — Salesforce, SAP, Microsoft Dynamics. It's part of the internal system landscape.
Web product configurator integrates with web stores and websites — Magento, Shopware, or via HTML5 snippet into any CMS. It's part of the customer-facing infrastructure.
Cost
CPQ is typically enterprise software with corresponding prices: implementation projects from €50,000 to €500,000+, ongoing license costs of €1,000 to €5,000 per month and more — plus CRM costs.
Web product configurator like configento.app starts at €49/month as SaaS. No implementation project required, no agency needed, live within hours.
Setup Complexity
CPQ requires an implementation project with specialized consultants, often over several months. Configuring rule sets and pricing models is complex and requires deep system expertise.
Web product configurator is set up via visual editor without programming knowledge. Attributes, rules and prices are configured via drag & drop.
When is CPQ the Right Choice?
CPQ makes sense when:
- Sales operates the system internally — not the end customer
- Complex multi-level approval processes are required
- Deep CRM integration (Salesforce, SAP) is necessary
- The company can justify four-figure monthly software costs
- A dedicated IT team is available for implementation and operations
When is a Web Product Configurator the Right Choice?
A web product configurator like configento.app makes sense when:
- Customers should configure directly in the web store or on the website
- A quick start without a large implementation project is needed
- The budget is manageable (from €49/month)
- Integration into Magento, Shopware or a website is the priority
- Real-time price calculation and visual product display are required
Can Both Systems be Combined?
Yes — and in many companies this makes sense. The web product configurator handles self-service in the web store for standard configurations. The CPQ system handles complex enterprise deals with individual terms internally.
configento.app can also be used as a quote configurator — customers create an inquiry online, which is then processed internally. This isn't CPQ, but it bridges the gap between pure self-service and a full CPQ process.
Conclusion
CPQ and web product configurators solve different problems. CPQ optimizes internal sales processes in enterprise environments. Web product configurators enable self-service configuration directly on the web for end customers and B2B buyers.
If you're looking for a configurator for your web store or website — without a massive project and without an enterprise budget — configento.app is the answer.
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