A new business era that is known as mass customization has already started in many industrial sectors. Its goal is to meet the needs of customers with an efficiency, that is close to the efficiency of mass production. In today’s rapidly changing production environments customers are asking for highly customised products with affordable prices. Customers have become an integral part of product development, and the companies must to translate their requirements and incorporate them into the product´s specification. The integration of Internet and web-based tools in order to collect information about customers, communications and data processing is inevitable in order to speed up production processes and cut down the costs. The paper consists of two parts. The first part gives an overview of the theoretical framework of the process of mass customization. The second part discusses the implementation of mass customization in terms of integration the Internet and webbased tools, and their use in various stages of that process.