Custom Product Builder
Custom Product Builder (CPB) is a cloud-based product configurator SaaS for ecommerce merchants, offering live preview, dynamic pricing, and SKU automation for customizable products. It serves 4,000+ SMB and mid-market merchants across 100+ countries, primarily via the Shopify App Store.
- Company typePrivate
- Founded2016
- Headquarters—
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Custom Product Builder does
Custom Product Builder (CPB) is a cloud-based product configurator SaaS that enables ecommerce merchants to offer customization and personalization online and in-store. The platform combines a real-time 2D/multi-side live preview engine, a conditional logic engine, a dynamic pricing engine, a SKU Constructor with bundle builder, multi-location inventory management, and print-ready output exports (PDF/JPEG/PNG) with detailed specifications and configuration history. The product is delivered as a native integration on the Shopify App Store and extended via APIs, webhooks, and Metafields into 20+ adjacent systems including WooCommerce, BigCommerce, Magento/Adobe Commerce, Squarespace, Wix, PrestaShop, Commercetools, SAP, and Salesforce. Its core technical claim is the ability to handle extreme variant complexity — the company cites deployments with over 50 million possible variants — without performance degradation.
The company serves 4,000+ SMB and mid-market merchants across 100+ countries, spanning verticals such as accessories and bags, custom sports equipment and jerseys, made-to-measure clothing and shoes, furniture and home goods, devices and electronics, and B2B/wholesale. The go-to-market is primarily product-led growth: a free trial via the Shopify App Store with a self-serve install-to-publish flow in approximately 30 minutes using presets and drag-and-drop configuration. For complex deployments, the company offers a Done-For-You services line covering product creation, design, custom development, and training, and runs a service partner channel (Hive Box, Drive by Automation, Croft, Neon Fish) for implementation and integration capacity. Marketing channels are concentrated on the Shopify App Store, LinkedIn, and YouTube, with help-center content for mid-funnel education.
CPB operates a fully performance-based revenue model: merchants pay nothing upfront and CPB takes a small percentage of sales only after products sell, aligning vendor and merchant incentives. A $299 price point is referenced, likely for a setup or premium tier layered on top of the transaction fees. The company is privately held, bootstrapped with no disclosed funding rounds, headquartered in New York, and led by Founder & CEO Lex Mustafin, who founded the business in 2016.
Custom Product Builder firmographics
Firmographics- Name
- Custom Product Builder
- Legal name
- Custom Product Builder
- Website
- https://thecustomproductbuilder.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Custom Product Builder (CPB) is a cloud-based product configurator SaaS for ecommerce merchants, offering live preview, dynamic pricing, and SKU automation for customizable products. It serves 4,000+ SMB and mid-market merchants across 100+ countries, primarily via the Shopify App Store.
- Ownership category
- akta.pro rank
Custom Product Builder industry classification
Industry- Product category
- Ecommerce Product Customization Software
- NAICS
- Software Publishers (51321), Custom Computer Programming Services (541511)
- akta.pro primary industry
- CPQ (Configure-Price-Quote) & Quote-to-Cash CRM Extensions (HDAEAFAK)
Keywords
Custom Product Builder business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Performance-based Transaction Fees: Pricing is fully performance-based and depends on merchant sales. Merchants pay nothing until their products sell. After sales occur, CPB takes a small percentage of revenue. No upfront fees, no risk model. This aligns CPB's incentives with customer success and drives adoption through low friction.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Performance-based / Pay-as-you-sell |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Custom Product Builder product offering
Product offeringCore offering
Custom Product Builder (CPB) is a cloud-based interactive product configurator for ecommerce merchants that lets end customers customize products with live 2D/multi-side previews, dynamic pricing, and no-code setup. The platform automates the full journey from customer configuration to final order by auto-generating SKUs and component lists, integrating with ERP/CRM/OMS/3PL systems, and producing production-ready print exports, typically replacing 4-6 separate plugins.
Product overview
Custom Product Builder (CPB) is a single unified product — an interactive product configurator for ecommerce. The core platform (CPB) provides end-to-end product customization capabilities, replacing 4-6 separate plugins. The product includes six integrated feature suites: Visualization & Customization (live preview, drag-and-drop, image upload), Wholesale & B2B Enablement (deposits, bundles), Logic & Pricing Engine (dynamic pricing, rules), Personalization & Add-ons (monograms, engraving), Inventory & Catalog Management (SKU Constructor, multi-location), and Integrations & API (webhooks, Metafields). Optional Done-For-You professional services are available for setup, design, custom development, and training.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Product Builder (CPB) Interactive product configurator for ecommerce merchants that lets end customers customize products with live 2D/multi-side preview, dynamic pricing, and no-code setup, with auto-generated SKUs, component lists, and integrations to ERP/CRM/OMS/3PL systems; typically replaces 4-6 separate plugins.
- Done-For-You Setup Services Professional services offering including full product creation, design (UX/UI and visualization), custom development for advanced features and integrations, and live training with a free demo setup, sold alongside the CPB software for merchants that need hands-on implementation.
Quantifiable outcome
- +10-35% AOV increase
- +7 more outcomes
Companies that use Custom Product Builder
Customer profileNamed customers9 records
Segments7 records
Ideal customer profiles3 records
Custom Product Builder technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration16 records
Feature8 records
Custom Product Builder partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and major.
- ShopifycorePrimary platform partner. Deep native integration with Shopify including one-click install, theme auto-config, Shopify Markets, orders, and locations support. Primary distribution channel.
- WooCommercecoreSecondary platform integration partner enabling WooCommerce merchants to use CPB product customization capabilities.
- SalesforcemajorEnterprise CRM integration for merchants requiring Salesforce connectivity. Part of enterprise-ready ecosystem.
- SAPmajorEnterprise ERP integration for large merchants using SAP systems. Part of enterprise-ready ecosystem.
- CommercetoolsmajorCommercetools (now Centiro) integration for headless commerce merchants requiring product customization.
- BigCommercemajorMulti-platform integration enabling BigCommerce merchants to access CPB customization features.
- Magento / Adobe CommercemajorMagento integration for enterprise merchants on Adobe Commerce platform.
Scale indicators12 records
Recent moves6 records
Expansion highlights6 records
Custom Product Builder competitors and assessment
Company assessmentDirect peers
- Teeinblue: Product personalization platform for print-on-demand and custom apparel on Shopify, with live mockup generation, design personalization, and POD workflow integrations. Closely comparable in customer segment (custom apparel/accessories) and Shopify-first distribution.
- Zakeke: Product customizer and visualizer for eCommerce, directly competing with CPB on Shopify, BigCommerce, and WooCommerce. Overlaps on live preview, conditional options, dynamic pricing, and the same SMB customization merchant base.
- Customily: Personalization and product customizer for print-on-demand and eCommerce, serving the same Shopify merchant segment with live preview, design personalization, and B2B wholesale features comparable to CPB.
- Powerr: Product options and customizer for Shopify merchants with a focus on bundles, add-ons, and pricing logic. Direct overlap with CPB's SKU Constructor, bundle builder, and dynamic pricing capabilities on the Shopify platform.
- Kickflip: Product configurator and customizer for eCommerce with live preview, conditional logic, and pricing rules. Direct competitor in the Shopify and headless commerce customizer market for merchants needing variant-heavy configurations.
- Infinite Options (Shopify app by ShopPad): Long-standing Shopify app for product options and customization. Targets the same SMB merchant base on the Shopify App Store and overlaps with CPB on variant management, conditional logic, and basic live preview.
Broad incumbents
- Threekit: 3D product configurator and visualization platform for mid-market and enterprise manufacturers and brands. Competes with CPB on the configurator and pricing engine layer, but with a 3D/AR focus and significantly larger scale and enterprise customer base.
- Bold Commerce: Larger eCommerce customization platform offering configurators, checkout, and pricing tools across multiple platforms. Competes with CPB in product configuration and pricing logic, but at a much broader portfolio scale and primarily mid-market/enterprise positioning.
- Shopify (native configurator features): Shopify's own product options, variants, and emerging native customization features represent the most material platform-level competitive threat to CPB. As Shopify expands native configurator capabilities, third-party apps like CPB face platform competition directly within the same App Store.
Emerging players
- Spice Gems: Shopify custom product options and variant app serving SMB merchants with simple-to-mid-complexity configurators. Overlaps with CPB on Shopify App Store distribution and option/variant management, though typically with less complex conditional logic.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Custom Product Builder social profiles
Digital presenceCustom Product Builder financial estimates
Financial estimateRevenue estimate
Valuation estimate
Custom Product Builder leadership team
Management profileNumber of profiles
Profiles1 record
Custom Product Builder funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Custom Product Builder M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Custom Product Builder
What does Custom Product Builder do?
Custom Product Builder (CPB) is a cloud-based interactive product configurator for ecommerce merchants that lets end customers customize products with live 2D/multi-side previews, dynamic pricing, and no-code setup. The platform automates the full journey from customer configuration to final order by auto-generating SKUs and component lists, integrating with ERP/CRM/OMS/3PL systems, and producing production-ready print exports, typically replacing 4-6 separate plugins.
Is Custom Product Builder a public or private company?
Custom Product Builder is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Custom Product Builder founded?
Custom Product Builder was founded in 2016. It employs 1 to 10 people.
How does Custom Product Builder make money?
One revenue line is on record: performance-based Transaction Fees.
Who are Custom Product Builder's main competitors?
Direct peers on record are Teeinblue, Zakeke, Customily, Powerr, Kickflip and Infinite Options (Shopify app by ShopPad). Broad incumbents are Threekit, Bold Commerce and Shopify (native configurator features). Spice Gems is listed as an emerging player.
Does Custom Product Builder have an API?
Yes. CPB offers APIs and Webhooks for integrations with ERP, CRM, OMS, and 3PL systems. The platform supports Metafields integration. Enterprise tier features high-speed APIs. No public documentation URL specified in available source material.
What industry is Custom Product Builder in?
Custom Product Builder's product category is Ecommerce Product Customization Software. Its primary akta.pro industry code is HDAEAFAK, CPQ (Configure-Price-Quote) & Quote-to-Cash CRM Extensions. Its NAICS code is 51321.