Individualized products are based on data provided consciously and unconsciously by customers. With every click in the internet information are saved which can be used for individualized offers and tailored advertisement. Customers should be guided to their preferred products directly or should even have the chance to design products according to their wishes. Being placed at the end of the value chain, the customer has a massive impact on the success of products. Modern technologies enable to offer individualized products to customers, resulting in an increase in customer satisfaction. The result is the customer integration into the design and production process. It is important to consider that not all products are suitable for individualization. Digitization enables firms to optimize processes and thus value is added to the customer without a massive increase in costs.