Product configurators (PCs) are software systems designed to automate tasks traditionally performed in sales and engineering processes. When effectively implemented, they can offer significant benefits, including time savings, resource efficiency, and improved quality. Companies following an Engineer-to-Order (ETO) approach are increasingly exploring the use of PCs to streamline the sales process and enhance operational efficiency. However, developing PCs for ETO presents unique challenges, due to the high level of product customization, order-specific engineering, and complex product structures. A central issue is the need for partial configuration, where only certain aspects of a product are determined using the PC, while the remaining elements require manual engineering. By exploring the potential of PCs for ETO, this study draws on two in-depth case studies of ETO manufacturers in Norway: one specializing in offshore cranes, lifting, and handling systems, and the other in hydraulic equipment. Our study contributes to a deeper understanding of the importance of balancing automation with flexibility and offers actionable insights for companies seeking to enhance their ETO processes with product configurators.