E-customizing is a form of personalized products and services on the Internet
. This approach uses digital technologies to incorporate customers' individual wishes and needs into the production process or into the design of individual services. Certain companies have geared their business model to customer-specific mass production. This form of e-customizing is called mass customization. In this way, the companies are reacting to the increasing desire of customers for individual products for which they are willing to pay a higher price.