ENThe use of information technologies not only in production processes, but also in pricing, can increase the value created by companies; however, the penetration of the technologies at the company level are still insufficiently analyzed. Paper aims to reveal IT-related prerequisites for the change towards advanced price estimation process of customized products. Based on the results of a quantitative survey of Baltic furniture manufacturing companies, the extent and main applications of technology penetration and their links to price estimation practices and company performance were identified. A model of key factors of IT adoption in furniture production was developed.