Volkswagen: Online ordering experience that delivers

The ability to immediately order your exact configuration online is rare in the category, particularly outside of electric-focused new entrants.

The Volkswagen build and order tool works equally well across devices and offers a smooth process with clear calls-to-action at the end. It provides a unique and best-in-class example of meaningful progression towards complete eCommerce.

While not as heavily branded as other aspects of the site, it still maintains a strong sense of brand identity.

Unfortunately, accessories can't be included in the configuration, which might disappoint some users.

Additionally, in some sections of the site, users need to reselect their grade after initially choosing it, which could cause hesitation or frustration in an otherwise well designed experience.