According to Sara Clemence, who wrote on the subject for Portfolio.com, mass customisation is our future way of shopping.

“Bespoke products have always been available to anyone willing and able to pay the price, whether for an individually tailored suit or a customized car. In recent years, one of the big shifts in retail has been giving customers the ability to design their own versions of premium products—like wedding rings, pricey handbags, and Nikes—at prices that are comparable to the regular versions.

Now, without most of us realizing it, we’re on the cusp of another big change. Thanks to market demands and developments in technology, we’re going to be living in a user-generated world, where everything we use can (and will) be customizable. It’s already happening, in ways both obvious and not.”