This paper emphasizes on the enhancement of web-based selling technology for complex products. The approach of the EC-funded CAWICOMS¹ project is twofold: provision of technologies both for customeradaptive Web-interfaces for the configuration of mass-customized products as well as for the integration of configuration systems along the supply-chain. Within this paper we first motivate the demand for personalized and adaptive Web-interfaces of product configurators as an efficient means for customer relationship management. In addition, we sketch scenarios where product configuration takes place at several stages in the supply chain and the involved configuration systems have to cooperatively solve a distributed configuration task.