11 Product Customization Statistics You Need to Know


Renaud Teasdale

Mass Customization

February 22nd, 2022

4 min read time

Looking for interesting product customization statistics? You’ve come to the right place!

In 2015, Deloitte commissioned a large-scale online survey to better understand how consumers perceive product customization and personalization. That survey was conducted by an independent market research agency with 1560 adults from Great Britain aged 16 and over. While the situation certainly evolved a lot since 2015, these numbers provide a good overview. 

We’ve also reviewed several other reports and scientific articles to find insightful data about product customization and compiled everything right here.

Let’s dive right in! 

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1 in 3 consumers interested in customization feel that standard products do not meet their expectations

Have you ever felt like a product would be so much better only if "that little thing" could be different? Well, you're not alone! Product customization is a very good strategy to address the fact that every consumer is different.

image50% of consumers believe customized products make great gifts

Simply personalizing a gift by adding a name or short message certainly makes it more thoughtful. Going one step further and customizing it makes it even more personal. Other reasons why consumers want customization include liking to buy something unique, the pleasure of designing something themselves, and buying something to express their personality.

imageConsumers are willing to pay more for customized products

There is no doubt that consumers see product customization as a plus. In fact, 81% would be willing to pay more for customized clothing, 79% for customized footwear, 76% for customized furniture and 77% for customized fashion accessories and jewelry. This presents brands with a real opportunity to increase their profit margins.

image48% of consumers are willing to wait longer to receive a customized product

Customization is seen as a value-adding factor by customers and they understand the fact that it involves additional processes on the manufacturing side. Consequently, almost half of them are fine with waiting longer to receive their product.

image53% of consumers between 16 and 24 years old are interested in customized clothing

There is a great interest for customized and personalized clothing, especially among the 16-24 years old. Brands like Custom Ink and Indochino are capitalizing on this trend.

image48% of consumers between 16 and 24 years old are interested in customized footwear

The 16-24 age group showed the most interest in customizing footwear. Notable footwear brands offering customization include Luna Sandals, Baabuk Shoes and of course the world's largest supplier of athletic shoes: Nike.

image50% of consumers between 25 and 39 years old are interested in customized furniture

Customized furniture, such as this sofa configurator by Herman Miller, interests the 25-39 age group the most. 

image45% of consumers between 25 and 39 years old are interested in customized fashion accessories and jewelry

Customized fashion accessories and jewelry are most popular among 25-39 year olds.

imagePurchase probability reaches the highest when a person spends around 50 seconds on a product page

That's right! Too little or too much time spent on a product page would reduces the probability of a purchase. According to this study, after 50 seconds, the probability becomes much lower and gradually drops after 2 and a half minutes. The integration of a product customizer is a very good way to boost engagement and keep customers interested, but brands should be careful not to overwhelm them with options. It's important to note that the data used in this study comes from the weblogs of Walmart's customers might behave quite differently as it's a big-box store where they might go to buy something quick rather than have a compelling purchasing experience. 

imageCustomers who designed their own shoes gave companies a 50% higher Net Promoter Score (NPS)

The Net Promoter Score (NPS®) is a standard way of measuring customer loyalty. A survey by Bain & Company showed that customers who had customized shoes online visited the company’s website more frequently and were definitely more loyal to the brand.

imageCompanies offering customized products report a 40% decrease in their returns.

This happens for two reasons, according to a recent research article titled “Customization and Returns”:

To begin with, consumers learn what they really want through interacting with the customization engines — and as a result, the end product is more likely to match their desires. For instance, Sephora offers its customers the opportunity to try on makeup products virtually to understand which one fits best. What’s more, customization is akin to product co-creation between the firm and the consumer creating an “attachment” to the firm that reduces the likelihood of a return even more.


We hope theses product customization statistics will be helpful to your business. Feeling inspired? Try Kickflip for free and start building your product customizer on Shopify, Woocommerce, Prestashop and other ecommerce platforms. 

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