Hope this post isn't too old to reply to... I know that there are 'out of the box' shopping cart solutions that already offer this feature. It's normally called product modifiers. They allow customizable products for a store... For example, a personalized poster or card. Users will choose: background colors, pictures, personalized sayings, etc. I currently work with a client who does personalized ringtones in the same way. Along with modifying the product itself, you also have the option of increasing or decreasing the price dependent on the clients choices.
Many carts also allow you to skin them using template editors or a skin editor where you can copy and paste in any web friendly code you want. You don't have to be limited to just html. I've included some carts that I know that have these features already built in below:
3dcart (a nice solution, with good support, drat them!  )
volusion (I don't know if they have unlimited product modifiers, but they have several levels)
modular merchant (this is the one I work for)
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