My masters project research was centered around customization and rapid manufacturing. At the time, I found that most of them are really clunky and are just shuffling images to show different colors/textures on static objects. Here’s a few examples that I collected during that time (2013-2014):
http://n-e-r-v-o-u-s.com/shop/search_tags.php?search=custom
http://www.lampsplus.com/design-it/
I’m not a developer, but I got pretty deep into WebGL & Javascript when I did my project so that I could make my own customizer. There is so much you can do with 3D content using WebGL, it seems pretty underutilized. But, I guess it just adds another level of complexity that retail sites don’t need.
This was my take on a customizer:
http://moczys.com/webGL/n-HedralCustomizer.html
And here is the accompanying project page:
http://moczys.com/2014/06/03/n-hedral/