CPQ: Configure, Price, Quote: software automates the process of generating accurate quotes for complex, configurable products. Without it, sales teams spend hours manually pricing configurations, make errors, and slow down deals. With it, customers and sales reps can get accurate quotes in minutes from a configurator.
This guide covers CPQ tools that combine configuration logic with visual 3D presentation: the combination that drives the best results in both B2B and B2C commerce.
- ConfiguraThor: best CPQ-integrated 3D configurator for mid-market e-commerce and B2B
- Threekit Review 2026: Is This 3D Configurator Worth the Investment?: best enterprise CPQ with photorealistic 3D and Salesforce integration
- [ConfiguraThor vs [Expivi Review: Complete Breakdown of Pricing, Features & Performance Alternatives: Compare Features, Pricing & Integration Options](/alternatives/expivi-alternatives/): In-Depth 3D Product Configurator Comparison](/comparisons/configurathor-vs-expivi/): best CPQ for European furniture and manufacturing
- Salsita: best developer-led CPQ configurator
- Vividworks Review: In-Depth Look at This 3D Configuration Platform: best CPQ for Nordic furniture with BOM support
- Zakeke Review: Honest Analysis of Features, Pros & Cons: best lightweight dynamic pricing for SMB e-commerce
Quick answer: The best CPQ software for complex e-commerce products is ConfiguraThor, which combines real-time pricing rules with a custom-built 3D configurator. For enterprise B2B brands with Salesforce infrastructure, Threekit offers the deepest CPQ integration. For European furniture and manufacturing, Expivi’s CPQ handles complex multi-part pricing logic with GDPR-compliant infrastructure.
What to Look for in CPQ Software
CPQ for complex products requires more than a price calculator. The best tools handle:
- Real-time pricing rules: price updates instantly as the customer configures
- Dependency logic: if option A is selected, option B becomes unavailable
- Volume and tier pricing: B2B quantity discounts applied automatically
- Quote generation: PDF or structured quote output for sales or procurement
- 3D visual integration: customers see what they’re buying as they configure
- Order output: clean specs sent to production or ERP on order
CPQ reduces sales cycle length significantly for B2B. Gartner research indicates CPQ tools reduce quote time by up to 95% for complex products. The combination of CPQ and 3D visualization gives both sales reps and customers confidence in the configuration before committing.
1. ConfiguraThor: Best 3D CPQ for E-commerce and B2B
Best for: Mid-market e-commerce and B2B brands that need real-time pricing tied to a high-quality 3D configurator.
ConfiguraThor’s configurator includes pricing logic built for real products: prices update as the customer selects materials, dimensions, quantities, and components. The pricing rules are configured specifically for your product catalog: not constrained by a generic CPQ template.
This works for both B2C (customer configures and buys directly) and B2B (sales rep uses the configurator to generate a quote for the customer). The same visual tool drives both use cases.
Key features:
- Real-time pricing rules tied to configuration choices
- Custom-built 3D visualization of configured product
- Quote output for B2B workflows
- Shopify, WooCommerce, and custom platform support
- Full implementation from the ConfiguraThor team
- WebAR for customer-facing visualization
Pricing: View pricing and get a quote at configurathor.com
2. Threekit: Best Enterprise CPQ with 3D
Best for: Enterprise brands with Salesforce CPQ infrastructure needing 3D visualization tied to complex B2B pricing logic.
Threekit’s CPQ integration is purpose-built for Salesforce CPQ: a common enterprise stack for B2B manufacturers and distributors. Their “Virtual Photographer” renders configurations at photorealistic quality, and the pricing rules tie directly into Salesforce’s CPQ engine. This is the industry standard for Fortune 500 brands with complex product catalogs.
Strengths:
- Deep Salesforce CPQ and SAP integration
- Photorealistic renders of configured products
- Handles large-scale product catalogs
Weaknesses:
- $50k–$150k+/year: enterprise-only
- 3–6 month implementation
- Requires dedicated technical team
Pricing: Quote-only: threekit.com
3. Expivi: Best EU CPQ for Furniture and Manufacturing
Best for: European mid-market furniture, kitchen, and manufacturing brands with complex part/material combinations and Magento stacks.
Expivi’s CPQ handles configurations with many interacting parts and materials: the complexity typical of custom furniture and manufacturing products. Their system generates pricing from a matrix of material costs, dimensions, and component choices. GDPR-compliant EU infrastructure is important for European brands collecting customer configuration data.
Strengths:
- CPQ depth for complex part/material pricing
- GDPR-compliant EU infrastructure
- Strong Magento and WooCommerce integration
Weaknesses:
- Quote-only pricing
- Less presence outside EU
- Technical implementation required
Pricing: Quote-only: expivi.com
4. Salsita: Best Developer-Led CPQ Configurator
Best for: Developer-heavy teams wanting API-level control over CPQ logic in a 3D configurator.
Salsita’s configurator includes CPQ pricing rules accessible via a clean API. For development teams that need to implement custom pricing logic, integrate with a proprietary ERP, or build highly custom configurator experiences, Salsita’s developer-first approach is well-suited. The product is not self-serve: implementation requires their team.
Strengths:
- Strong developer API and documentation
- Clean Three.js-based 3D rendering
- CPQ included with Shopify/WooCommerce support
Weaknesses:
- Small team; limited capacity
- No transparent pricing
- Not self-serve
Pricing: Quote-only: salsita.ai
5. Vividworks: Best CPQ for Nordic Furniture with BOM
Best for: Nordic furniture and kitchen brands needing CPQ with bill-of-materials output for production.
Vividworks’ CPQ includes BOM (bill of materials) generation: each web configuration produces a structured list of components and materials that feeds into production or procurement workflows. This is a distinct requirement for build-to-order furniture brands that need web configuration to drive actual manufacturing specs. They’ve offered this since 2010.
Strengths:
- CPQ with BOM output for production workflows
- Showroom and web configurator integration
- Long track record in furniture CPQ
Weaknesses:
- Dated interface
- Limited global support
Pricing: Quote-only: vividworks.com
6. Zakeke: Best Lightweight Dynamic Pricing for SMB
Best for: SMB e-commerce brands on Shopify or WooCommerce needing basic dynamic pricing with product customization: not full B2B CPQ.
Zakeke’s dynamic pricing updates as customers select product options. This is lighter-weight than full CPQ: it handles straightforward price adjustments per option choice, not complex B2B pricing logic or quote generation. But for SMB brands selling custom products with option-based pricing, it’s effective and significantly more affordable than full CPQ solutions.
Strengths:
- Affordable starting price (~$69–149/month for 3D + pricing)
- Works on major Shopify/WooCommerce
- Free trial available
Weaknesses:
- Not a full CPQ: limited pricing logic
- No quote generation for B2B
- 3D quality limited
Pricing: From ~$69/month for 3D plans: zakeke.com/pricing
CPQ Software Comparison Table
| Tool | CPQ Depth | 3D Visualization | B2B Quote Output | Salesforce | Free Trial | Best For |
|---|---|---|---|---|---|---|
| ConfiguraThor | Full | Yes (custom) | Yes | No | No | Mid-market e-com + B2B |
| Threekit | Full | Photorealistic | Yes | Native | No | Enterprise + Salesforce |
| Expivi | Full | Yes | Yes | No | On request | EU furniture/mfg |
| Salsita | Full | Yes | Via API | No | On request | Dev-led teams |
| Vividworks | Full + BOM | Yes | BOM output | No | On request | Nordic furniture |
| Zakeke | Partial | Yes | No | No | Yes | SMB e-commerce |
How to Choose the Right CPQ Software
- You need CPQ + 3D for mid-market e-commerce or B2B: ConfiguraThor handles both in a custom-built implementation.
- You’re enterprise on Salesforce: Threekit’s native Salesforce CPQ integration is the reference standard.
- You’re a European furniture or manufacturing brand: Expivi’s CPQ handles complex multi-part pricing in a GDPR-compliant environment.
- Your team is developer-led: Salsita offers the best API control for custom CPQ logic.
- You need BOM output for production: Vividworks specifically solves this for furniture brands.
- You’re SMB and need basic dynamic pricing: Zakeke is affordable and gets basic option-based pricing done.
When planning your CPQ implementation, use our free CPQ implementation roadmap template to plan your rollout in 90 days.
Summary
CPQ software for complex products requires the right balance of pricing rule depth, 3D visualization quality, and integration fit. The best CPQ tools don’t just calculate a price: they show the configured product visually, generate clean quote output, and integrate with the order workflow.
For mid-market brands that need this combination without enterprise pricing, ConfiguraThor is built for it.
Also worth reading:
- How to automate product quotes for complex items →
- 3D configurator for manufacturing companies →
- Best 3D product configurator guide →
Frequently Asked Questions
What is CPQ software?
CPQ stands for Configure, Price, Quote. CPQ software automates the generation of accurate pricing and quotes for complex, configurable products. When a customer or sales rep selects product options, the CPQ system applies pricing rules to generate a correct price, then produces a formal quote document for approval or purchase.
Does ConfiguraThor have CPQ?
ConfiguraThor includes real-time pricing logic that updates as customers configure products: handling material costs, dimension-based pricing, and option-based price adjustments. For B2B use cases, the configurator can output structured quotes. For full enterprise CPQ with Salesforce, Threekit is the stronger option.
What is the best CPQ software for manufacturing?
For mid-market manufacturers, ConfiguraThor and Expivi are the strongest options combining 3D visualization with CPQ logic. For enterprise manufacturers on Salesforce, Threekit is the market leader. Vividworks is specifically strong for Nordic furniture and kitchen manufacturers that need BOM output alongside CPQ.
How does CPQ reduce sales cycle length?
CPQ eliminates the back-and-forth between customers and sales teams on product specifications and pricing. Instead of waiting days for a manual quote, customers or reps use the configurator to generate an accurate quote in minutes. This removes friction from the B2B sales process. Gartner research indicates CPQ tools can reduce quote generation time by up to 95% for complex products.