Search for "guided selling software" and you get two different worlds mixed into one results page: B2B sales tools for configuring complex quotes, and B2C tools that help online shoppers choose the right product. This guide is about the second kind: guided selling for webshops. Below are the eight tools worth comparing in 2026, ranked for ecommerce teams, with an honest comparison table and real conversion numbers.
Guided selling for webshops vs CPQ for manufacturers
Before comparing tools, kill the confusion that makes this term so messy. "Guided selling" describes two unrelated jobs:
- B2C ecommerce guided selling — shopper-facing. A visitor answers a few questions and gets a product recommendation. This is what guided selling means for a webshop, and it is what this list covers.
- B2B CPQ (configure, price, quote) — sales-rep-facing. Tools like SAP, DealHub, Oracle, HubSpot and Sofon help sellers configure and price complex products. Useful, but not for a webshop that wants to help customers choose.
If you run an online store, you want the first kind. Every tool below is built for shopper-facing product advice, not internal quoting.
How we ranked them
Feature lists are easy to fake, so this ranking weighs what an ecommerce team actually deals with every week:
- No-code: can a marketer build and change flows without developer tickets?
- Setup speed: how fast can you go from account to a live product finder?
- Integrations: Shopify, Shopware, Magento, WooCommerce support.
- Pricing transparency: is the cost public, or hidden behind a demo?
- Proven lift: is there real conversion data, not just claims?
The 8 best guided selling tools for ecommerce
1. BerryPath — most functionality for the lowest price
Best for: webshops that want the full guided-selling toolset without an enterprise budget. BerryPath starts with a 14-day trial without a credit card, and paid plans start at €39 per month, or just €31.99 per month billed yearly — with public pricing you can check before talking to sales. What you get for that price is the point: a no-code flow builder, product data via feeds and uploads, matching with filters, scores, weights and boosts, advice on category, product and content pages, brand styling, analytics, no provider branding in the widget, and plug-and-play modules for Magento, Shopware and WooCommerce plus a lightweight JavaScript Flow widget for any storefront. Most competitors put that same feature set behind an enterprise quote.
And it converts. In the Carclean case the flow reached 51% click-through to recommended products and +25% order value; Scolio saw 48% click-through and +21% order value. That is enterprise-level impact on a small-business budget.
2. Aiden — best for advice-driven enterprise journeys
Best for: larger ecommerce teams that want an established vendor with a big public footprint. Aiden markets an average 8% revenue uplift, AI and Classic modes, an Impact Dashboard and placements such as pop-up, sidebar and full-page apps. It is demo-led and does not publish pricing, so expect a proposal before you know the cost. See the full BerryPath vs Aiden comparison.
3. Qonfi — best for content-led Dutch webshops
Best for: Benelux webshops that want a guided selling tool (keuzehulp) from a local vendor with strong content marketing and case studies. Qonfi is a direct BerryPath competitor with a similar shopper-facing product finder and a Dutch-first focus. It publishes pricing openly, but its entry plan starts at €99.99 per month — well above BerryPath's €39 monthly (€31.99 billed yearly) — and extra languages and product-page advice are priced as separate add-ons, while BerryPath includes multi-language storefronts. If you are choosing between the two, read the head-to-head BerryPath vs Qonfi comparison.
4. Zoovu — best for very large catalogs
Best for: enterprise brands and manufacturers with huge, complex product ranges across many markets. Zoovu is a mature discovery platform with deep configuration and AI features. That power comes with enterprise weight and enterprise pricing, which is overkill for most small and mid-sized webshops.
5. Crobox — best for behavioral nudging
Best for: brands that want to combine product guidance with psychology-based nudges and social proof messaging. Crobox leans into behavioral data and dynamic on-site messaging more than a classic question-and-answer finder.
6. Neocom — best for D2C brands
Best for: direct-to-consumer brands that want an advisor experience closely tied to their storefront and CRM. Neocom focuses on guided product discovery with a polished front end aimed at brand-owned stores.
7. Excentos — best for technical product selectors
Best for: technical and industrial catalogs where selection depends on specifications and compatibility. Excentos has long defined the "product selector" category and suits complex, attribute-heavy products more than fast-moving consumer goods.
8. Outfindo — best as a comparison reference
Best for: teams still researching the category. Outfindo publishes guided selling comparisons and positions itself as a newer option in the space, and does list pricing publicly. Worth reading alongside this list to sanity-check claims.
Comparison table
| Tool | Best for | No-code | Public pricing | Proven conversion lift |
|---|---|---|---|---|
| BerryPath | Fast no-code launch | ✓ | ✓ from €31.99 p/m | Carclean 51% CTR / +25% AOV; Scolio 48% / +21% |
| Aiden | Advice-driven enterprise | ✓ | Contact sales | Claims ~8% revenue uplift |
| Qonfi | Content-led Dutch webshops | ✓ | ✓ from €99.99 p/m | Not disclosed publicly |
| Zoovu | Very large catalogs | Partly | Contact sales | Not disclosed publicly |
| Crobox | Behavioral nudging | Partly | Contact sales | Not disclosed publicly |
| Neocom | D2C brands | ✓ | Contact sales | Not disclosed publicly |
| Excentos | Technical selectors | Partly | Contact sales | Not disclosed publicly |
| Outfindo | Comparison reference | ✓ | ✓ published | Not disclosed publicly |
Only a few tools publish entry pricing openly. Among those, BerryPath starts at €31.99/month (billed yearly) while Qonfi's entry plan starts at €99.99/month — so of the tools you can actually price without a sales call, BerryPath has by far the lowest entry point. "Contact sales" means the vendor hides pricing behind a demo, so budget comparison only starts after a quote. Prices are indicative and can change; always confirm on the vendor's own site. The takeaway: most tools hide both pricing and proof, which makes a tool with public pricing and real case numbers far easier to evaluate.
Where BerryPath wins: value for money
For most small and mid-sized webshops, the core guided selling need is the same: ask a few questions, connect product data, match products, show a relevant recommendation, style it in your brand and measure what happens. The difference between tools is rarely whether they can do this — it is how much you pay to get it live.
BerryPath is built around exactly that workflow, at a low starting price and without a sales process. Where enterprise platforms hide pricing and charge for scale you may not use yet, BerryPath gives you the same practical toolset — builder, product data, matching, placement, styling, analytics — from €31.99 per month, with public pricing and a free trial. You can start a trial, publish a product finder and improve it from real shopper behavior without a big first project. Compare it directly with a quiz-first approach in product quiz vs product advisor.
How to choose
- Small or mid-sized webshop, limited dev time: start with a no-code tool that has public pricing and a trial — BerryPath.
- Enterprise brand, many markets, big catalog: evaluate Zoovu or Aiden and budget for a larger platform.
- Technical or industrial catalog: look at Excentos for specification-heavy selection.
- D2C brand focused on storefront experience: shortlist Neocom or Crobox.
Whatever you shortlist, test one real advice flow with a small product set before committing. The right tool is the one your team can keep improving after launch.
Want to see how it works? Try the live demo, read the Carclean case, or compare the plans.