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 software 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. The distinction is explained in the guide to B2B guided selling software versus CPQ.
If you run an online store, you want the first kind: choice helper software for webshops. Every tool below is built for shopper-facing product advice, not internal quoting.
How we ranked them
Feature lists are easy to make look impressive, so this editorial ranking uses six fixed criteria. Ecommerce use-case fit counts for 25%, weekly no-code manageability for 20%, product data and matching for 20%, pricing transparency and entry risk for 15%, integrations and placement for 10%, and public evidence for 10%.
- Ecommerce fit: does the product focus on shopper-facing advice rather than sales quoting?
- Manageability: can an ecommerce team build and change flows without recurring developer work?
- Product data and matching: can the tool turn catalog fields and answers into explainable recommendations?
- Pricing transparency: is the cost public, and can a team test without a large commitment?
- Integrations and placement: can advice be placed in the relevant storefront journey?
- Public evidence: are capabilities, references and outcomes documented on primary pages?
Disclosure: BerryPath publishes this comparison and is ranked in it. We apply the same criteria to every vendor, but this is an editorial assessment based on public information and our own product knowledge—not an independent lab test or a substitute for your pilot. Facts and vendor pages were checked on 24 July 2026.
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 free plan for 1 advice flow and 2,500 products, and paid plans start at €31.99 per month with annual billing — 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 +25.7% 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 and several advice modes and placements. It is demo-led and does not publish entry pricing on the page reviewed, 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 for 1 flow — above BerryPath's paid plans from €31.99 per month with annual billing — 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 configuration, guided selling and multichannel syndication. That breadth can be more than a small or mid-sized webshop needs for a first product finder.
5. Crobox — best for behavioral nudging
Best for: brands that want to combine product guidance with on-site experimentation and product insights. Crobox combines a question-and-answer product finder with analytics, enrichment and broader shopper-experience capabilities.
6. Neocom — best for D2C brands
Best for: direct-to-consumer brands that want an advisor experience closely tied to their storefront and wider commerce experience. Neocom positions its platform around guided discovery, conversational advice and configurable product journeys.
7. Excentos — best for technical product selectors
Best for: technical and industrial catalogs where selection depends on specifications and compatibility. The Excentos Product Selector is positioned for B2B and B2C catalogs and includes a no-code workbench for complex selection logic.
8. Outfindo — best as a comparison reference
Best for: teams that want guided selling with product-data enrichment and a managed research layer. Outfindo publishes guided selling comparisons, live examples and pricing information, making it useful to include in a wider shortlist.
Comparison table
| Tool | Best for | No-code | Public pricing | Proven conversion lift |
|---|---|---|---|---|
| BerryPath | Fast no-code launch | ✓ | ✓ free plan, paid from €31.99 p/m with annual billing | Carclean 51% CTR / +25.7% AOV; Scolio 48% / +21% |
| Aiden | Advice-driven enterprise | ✓ | Contact sales | Claims ~8% revenue uplift |
| Qonfi | Content-led Dutch webshops | ✓ | ✓ from €99.99 p/m for 1 flow | 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 with a free plan and paid plans from €31.99/month with annual billing, while Qonfi's entry plan starts at €99.99/month for 1 flow — so of the tools you can actually price without a sales call, BerryPath still has a low 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 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 practical core — builder, product data, matching, placement, styling and analytics — from a free plan for 1 advice flow and 2,500 products. Paid plans start at €31.99 per month with annual billing and add more capacity plus paid features such as AI. You can start for free, publish a product finder or choice helper 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, or first read what a webshop choice helper is.
How to choose
- Small or mid-sized webshop, limited dev time: start with a no-code tool that has public pricing and a free plan — 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.
Primary sources checked
We checked current public product or pricing information from Aiden, Qonfi, Zoovu, Crobox, Neocom, Excentos and Outfindo on 24 July 2026. Prices, packaging and capabilities can change; confirm the current offer with each vendor.
Want to see how it works? Try the live demo, read the Carclean case and the Scolio case, or compare the plans.
