Bringing the Fabric Buying Experience Online for Swift Trading

When we first spoke with Shakeel, Director of Swift Trading, one of his main concerns was simple: fabric is something people usually want to see and feel before they buy.

Texture, weight, colour and how the material looks in an actual space all influence the decision. So instead of building a standard e-commerce website, we focused on solving that problem.

### Helping Customers Visualise the Fabric

Using CommerceOS, we built Swift Trading a platform that gives customers more context when browsing their fabric collection.

Their catalogue spans eight fabric categories, with individual collections available in around 12 to 13 colourways. Rather than showing each fabric only as a product image, we presented them in realistic interior settings such as curtains, sofas, ottomans and bedheads.

This allows customers to get a much clearer idea of how a fabric and colour could look when actually used.

### Connecting the Website with Their Marketing

We also worked with Swift Trading's digital marketing team to connect the platform with the tools they already use for advertising and analytics.

**Meta Catalogue Sync**

When products, fabric collections or stock information are updated through the platform, those changes can also be reflected in Swift Trading's Meta catalogue. Their team does not have to maintain the same product information separately for Facebook and Instagram advertising.

**Google Analytics Tracking**

We implemented detailed event tracking across the website, including interactions with individual fabrics and colourways. This gives their marketing team better data on what customers are actually interested in and can be used for more focused remarketing campaigns.

### One Platform for the Entire Process

What started as a question of whether fabric could be presented properly online became a platform that now brings together Swift Trading's product catalogue, customer experience, marketing and day-to-day management.

The goal was never to replace the experience of physically touching a fabric. It was to give customers enough visual context and information to confidently begin that buying decision online.