Customizing describes the adaptation of products or services to individual customer requirements. If companies are able to do this as a business model in large quantities, it is also referred to as mass
customization. Customer-specific production is carried out via the Internet with the corresponding software. Examples of such personalized products are e.g. NIKE iD, where the customer has the possibility to individually design his sports shoe. Customizing is also possible in the shopping experience through services. For example, Amazon individually adapts its book offers to the customer's previous searches.