What are shopify metafields and why they are important for fashion?

Metafields in Shopify are Product Attributes, like color, material, size, target gender.

When you create or edit a product in the Shopify backoffice, Shopify AI suggests the metafields that Shopify thinks are relevant to your product. It does that also based on the picture, the title and the description you upload. In other words, when you start craeting a product, there might not be any suggested metafields, but after you have added some product information, Shopify will update its suggested Metafields.

The other important thing to know is that you can create your own metafields. Shopify also calls the metafields Definitions, therefore if you want to create a new metafields you need to click on create new Definition.

The other thing you’ll notice is, there are Product Metafields and Category Metafields, this is another confusing thing, what is means is that Category Metafileds apply to Categories of Products. While Products metafileds potentially appy to all products. In other word a Category Metafield may not be applicable to a product if it’s not in the right Category,

How to use metafields for filters

The other very important use of metafields in fashion ecommerce is the creation of personalised filters in the product listing pages. Using the App Search and Discover you can customise the filters on your product listing page.

Using the app Search and Discovery you can turn the metafields into filter options that will make the user experience more efficient.

15 Essential Shopify Metafields for Fashion eCommerce

1. Product Material / Fabric Composition

Example: 80% wool, 20% cashmere

Why it’s important:

• mandatory for many markets
• improves product transparency
• useful for filters and product comparison

Type: Multi-line text or list

2. Fit Type

Defines how the garment fits.

Examples:

• Slim fit
• Regular fit
• Relaxed fit
• Oversized

Type: Single line text or dropdown

3. Garment Length

Especially useful for dresses, coats, trousers.

Examples:

• Cropped
• Midi
• Maxi

Type: Single line text

4. Model Size Information

Used by many premium fashion stores.

Example:

Model is 178 cm tall and wears size S.

Improves conversion and reduces returns.

Type: Text

5. Care Instructions

Displayed on product pages.

Example:

• Hand wash
• Dry clean only
• Machine wash 30°

Type: Multi-line text

6. Country of Manufacture

Important for transparency and compliance.

Example:

• Made in Italy
• Made in Portugal

Type: Text

7. Sustainability Attributes

Growing in importance for fashion brands.

Examples:

• Organic cotton
• Recycled materials
• Low-impact dye

Type: List or boolean

8. Season

Useful for merchandising and filtering.

Examples:

• SS25
• FW25

Type: Text

9. Collection / Capsule

Helps create storytelling and merchandising.

Examples:

• Summer Capsule
• Atelier Collection

Type: Text or reference

10. Fabric Weight

Used for premium garments and technical clothing.

Examples:

• Lightweight
• Midweight
• Heavyweight

Type: Text or dropdown

Variant-Level Metafields (Very Important)

These apply to specific sizes or colours.

11. Size Conversion Table

Example:

• EU 40 = US 8 = UK 12

Helps international customers.

Type: Text

12. Variant-specific Fit Notes

Example:

This style runs large, choose one size down.

Type: Text

Merchandising & Storytelling Metafields

These help create premium product pages.

13. Product Highlights

Short bullet points used in product pages.

Examples:

• Italian fabric
• Handmade details
• Limited edition

Type: List

14. Styling Suggestions

Used for cross-selling.

Example:

Pair with the matching blazer and loafers.

Type: Text

15. Lookbook Reference

Links a product to editorial content or campaign.

Examples:

• Spring Campaign
• Resort Collection Lookbook

Often connected to metaobjects.

Type: Reference

Bonus: Metaobjects Fashion Brands Often Use

Many premium Shopify stores also create structured content with metaobjects such as:

• Fabric libraries
• Designers
• Sustainability certifications
• Campaigns
• Lookbooks

These allow rich storytelling and reusable content across products and collections.

💡 Best practice used by many high-end fashion Shopify stores:

Use metafields to create structured product data that supports:

• product filters
• SEO
• AI search
• merchandising
• storytelling

This is one reason Shopify stores today can match the capabilities of enterprise platforms.

The world of fashion e-commerce is constantly evolving, demanding businesses to adopt and integrate various technologies to stay competitive. This post breaks down essential technologies for fashion e-commerce, from e-commerce platforms to customer relationship management (CRM) to middleware, providing a clear understanding of their functionalities and importance.

Selecting the Right Technology for E-commerce Success

This article provides a professional overview of the key technological considerations for successful e-commerce projects, drawing on expert insights and practical examples.

E-commerce Technology Introduction: Beyond the Front End

The visible interface of an e-commerce website represents only a fraction of the complex system required for successful online sales. Behind the scenes, a robust technological infrastructure manages critical processes such as order fulfillment, inventory control, financial transactions, and customer relationship management. This article outlines the essential technological considerations for businesses embarking on or enhancing their e-commerce journey.

Avoiding Common Pitfalls in E-commerce Project Planning

Many initial inquiries for e-commerce solutions demonstrate a lack of understanding of the underlying complexity. Simply requesting a price for a website based on a template or asking for a site with specific features without considering the broader requirements is a recipe for project failure.

Asking for a site with specific features without considering the broader requirements is a recipe for project failure

Phases of a Successful E-commerce Project

A comprehensive e-commerce project requires careful planning and execution across several key areas:

• Discovery Phase: This crucial initial phase involves defining project goals, functionalities, stakeholders, and business processes. A clear understanding of these elements sets the foundation for a successful project. The best practice is to define the metrics or KPIs that we’ll use as a team to determine the project and product success.
• UX/UI Design: User experience (UX) and user interface (UI) design focuses on creating an intuitive and engaging online experience for customers.
• Business Plan: A robust business plan outlines the financial viability and profitability of the e-commerce venture, including cost projections and revenue forecasts.
• Requirements Gathering: This involves meticulously documenting all business and functional requirements, as well as technical specifications. Employing methodologies like prioritization matrix for features (Must have, Should have, Could have, Won’t have) helps prioritize requirements and ensures alignment with project goals.

The Importance of Thorough Analysis

A thorough analysis at the beginning of an e-commerce project is paramount. This involves defining clear business requirements and functional specifications, documenting every detail of what needs to happen, when it needs to happen, and the associated costs. Investing time in upfront analysis can prevent costly surprises and unexpected issues during development and implementation.

Digital Transformation: A Holistic Approach

E-commerce is a key component of digital transformation, a broader process that encompasses not only technology but also cultural, managerial, and organizational changes within a company. True digital transformation requires a shift in company culture and the engagement of all stakeholders. Technology serves as a tool to enable this transformation, but it should follow a cultural shift, not precede it.

Building a Robust Digital Ecosystem

A typical brand ecosystem often includes physical retail stores, existing enterprise systems like ERP (Enterprise Resource Planning) and WMS (Warehouse Management System), customer loyalty programs, and various digital channels. Introducing e-commerce requires seamless integration with these existing systems.

The evolution of ecommerce technology brings new opportunities for innovative business models.

The new trend for fashion brands and e-tailers is to leverage the traffic on their digital properties, such as the websites, to increase revenue by either selling advertising spaces or allowing third parties to sell on their website.

What is the role of technology? Ecommerce platforms such as Shopify or Salesforce, generally lack the possibility to integrate third party sellers, on the other hand there are specific software solutions such as Mirakl and Tradebyte that allow brands to open up a marketplace on their website.

Read the this article of the kidswear brand Jeanie and Jack that is launching their own marketplace using Mirakl software .

Data Flows: The Lifeblood of E-commerce

Data flows are essential for effective e-commerce operations. These flows represent the exchange of information between different systems, such as order details flowing from the e-commerce platform to the ERP and WMS, and stock updates flowing back to maintain accurate inventory levels. Key data sets involved include product information, pricing, stock levels, and order details.

Choosing the Right E-commerce Platform: A Critical Decision

Selecting the appropriate e-commerce platform is one of the most important decisions a business will make. There is no one-size-fits-all solution. Several factors must be considered:

• Business Complexity: The scale and scope of the business, including international reach, omnichannel strategy, and whether it operates in a B2B or B2C model.
• Budget: The available budget and the total cost of ownership, including implementation, maintenance, and ongoing fees.
• Required Features: The specific functionalities needed to support business operations, both now and in the future.
• Integration Needs: The compatibility of the platform with existing systems, such as ERP, CRM, and payment gateways.
• Platform and Vendor Evaluation: Assessing the platform’s features, scalability, security, and the vendor’s reputation, support, and long-term viability. This includes assessing the risk of vendor lock-in.

Resources such as the Gartner Magic Quadrant can provide valuable insights into leading platforms and vendors, but it’s crucial to consider other factors and potentially explore local or niche solutions.

Understanding Platform Licensing Models

E-commerce platforms are offered under various licensing models:

• On-Premise: The software is installed on the business’s own servers, giving complete control but requiring significant IT resources and management.
• Infrastructure as a Service (IaaS): The software is installed on rented servers (e.g., AWS, Azure), reducing the need for physical hardware management but still requiring application and infrastructure management.
• Platform as a Service (PaaS): The business owns the platform and code, but it’s hosted and managed by a third-party vendor, reducing management overhead.
• Software as a Service (SaaS): The business pays a subscription to use the software, with the vendor managing all technical aspects.

Data Ownership and Customization: Key Considerations for SaaS

With SaaS solutions, it is crucial to ensure clear data ownership and establish robust backup procedures. SaaS platforms often have limitations in customization compared to open-source solutions.

Open Source vs. Closed Software

Open-source platforms, like Magento, offer greater flexibility and customization but require more technical expertise for maintenance and development. Closed-source platforms, like Shopify, offer easier management and upgrades but limit customization options.

Feature Selection: Matching Technology to Business Needs

When selecting a platform, businesses should carefully consider the features they need, both currently and in the future. This includes functionalities like visual merchandising, cross-selling/up-selling, promotion management, and customer segmentation. Comparing different platforms can reveal features that might not have been initially considered.

Native Integrations vs. Third-Party Applications

Many platforms may lack certain essential features or truly native integrations with other systems. Often, businesses rely on third-party applications to achieve desired functionalities, which can add complexity and cost.

Conclusion: A Strategic Approach to E-commerce Technology

Choosing the right technology for an e-commerce project is a strategic decision that requires careful consideration of various factors. By understanding the different platforms, licensing models, features, and integration options, businesses can make informed choices that align with their specific needs and contribute to their long-term success in the digital marketplace.

Enhancing Customer Relationships with CRM and Beyond

A core component of any successful e-commerce strategy is a robust understanding of your customer base. This begins with a CRM platform, which centralizes customer information from all touchpoints, including online and brick-and-mortar stores. CRM facilitates targeted marketing activities and often manages loyalty programs. Key CRM functionalities include:

• Data Centralization: Consolidating customer data from various sources.
• Marketing Automation: Enabling targeted campaigns and personalized communication.
• Loyalty Program Management: Tracking customer engagement and rewarding loyalty.

Integrating your CRM with your e-commerce platform and other business systems is crucial for a unified view of the customer. This integration allows for the collection of valuable data, such as purchase history, website activity, and marketing interactions, enabling personalized customer journeys.

Beyond CRM, Customer Data Platforms (CDPs) offer a more holistic approach to data management. While CRMs primarily focus on known customers, CDPs collect data from all users, including anonymous website visitors. This broader data collection enables:

• Segmentation and Clustering: Grouping users based on behavior and demographics.
• Personalized Content Delivery: Tailoring website content, in-store experiences, and app interactions.

Finally, Customer Care platforms streamline communication with customers through ticketing systems, call center management, and chat functionalities, ensuring efficient and effective customer support.

Optimizing Product Information with PIM

Accurate and consistent product information is paramount for e-commerce success. Product Information Management (PIM) tools address the challenges of managing complex product catalogs by centralizing product data from various sources, including ERP, PLM systems, and marketing departments. PIM enables:

• Data Consolidation: Gathering product information from disparate sources.
• Data Enrichment: Improving product descriptions, adding images, and ensuring data accuracy.
• Channel Distribution: Distributing product information to various sales channels, including websites, marketplaces, and print catalogs.

A well-implemented PIM system streamlines workflows, ensures data consistency across all channels, and facilitates international expansion by managing translations and localized product information.

Orchestrating Complexity with Middleware

As your digital ecosystem grows, integrating various platforms becomes increasingly complex. Middleware acts as a central hub for data exchange between different systems, simplifying integrations and improving system stability. Key benefits of middleware include:

• Decoupling Systems: Allowing systems to communicate indirectly, making it easier to replace or upgrade individual components.
• Centralized Data Exchange: Managing data flows between all connected systems.
• Business Logic Implementation: Transforming data before it is exchanged between systems.

While direct integrations and platform-specific plugins can be efficient for certain connections, middleware offers a more scalable and manageable solution for complex ecosystems. It is especially beneficial when integrating numerous systems or when frequent changes to the system landscape are expected. While some organizations opt for custom-built middleware, commercially available solutions often provide better support, scalability, and security.

Integrating Physical Stores for an Omnichannel Experience

Integrating physical stores into the digital ecosystem is essential for creating a seamless omnichannel experience. Importing in-store availability data into the e-commerce platform allows customers to:

• Check Stock Availability: See which products are available at nearby stores.
• Plan In-Store Visits: Locate the nearest store carrying their desired product.
• Utilize Omnichannel Services: Such as buy online, pick up in-store (BOPIS) and return in-store.

While real-time stock updates are ideal, practical limitations often necessitate using a simplified availability status (e.g., in stock, low stock, out of stock).

Integrating Technology for Omnichannel Success in Fashion Retail

The fashion retail landscape has irrevocably shifted towards omnichannel experiences. Consumers expect seamless interactions across all touchpoints, from online browsing to in-store visits. For digital fashion professionals, understanding the technologies that enable this integration is paramount. This article explores key technologies, from middleware to in-store solutions, and discusses the strategic considerations for implementing a successful omnichannel strategy.

The Role of Middleware in a Connected Ecosystem

As fashion businesses adopt more digital tools, integrating these disparate systems becomes a significant challenge. Middleware acts as a central communication hub, streamlining data exchange between various platforms, such as e-commerce platforms, Product Information Management (PIM) systems, Enterprise Resource Planning (ERP) systems, Customer Relationship Management (CRM) systems,¹ and more.

Key benefits of middleware include:

• Decoupling Systems: By acting as an intermediary, middleware allows systems to operate independently, simplifying upgrades and replacements. Changes to one system don’t necessitate changes to all connected systems.
• Centralized Data Management: Middleware provides a single point for managing data flows, ensuring consistency and accuracy across all platforms.
• Business Logic Implementation: Data transformation and validation can be performed within the middleware, ensuring data compatibility between different systems.

While direct integrations and platform-specific plugins offer quick solutions for some connections, middleware provides a more robust and scalable architecture for complex integrations. It becomes especially valuable as the number of integrated systems grows. While custom middleware solutions are an option, commercially available solutions often provide better support, scalability, and security.

Optimizing Product Information with PIM

Consistent and accurate product information is crucial for a positive customer experience across all channels. PIM systems centralize and manage product data from various sources, ensuring data quality and consistency across all sales channels. Key PIM functionalities include:

• Data Consolidation: Gathering product information from disparate sources like ERP, PLM, and marketing databases.
• Data Enrichment: Adding detailed descriptions, high-quality images, videos, and other relevant product attributes.
• Syndication: Distributing product information to various sales channels, including e-commerce platforms, marketplaces, mobile apps, and even print catalogs.

A well-implemented PIM system streamlines workflows, reduces errors, and facilitates international expansion by managing translations and localized content.

Enhancing Customer Relationships: CRM, CDP, and Customer Care

Building strong customer relationships is essential for long-term success. Several technologies support this goal:

• CRM (Customer Relationship Management): CRMs focus on managing interactions with known customers, tracking purchase history, preferences, and communication. They facilitate targeted marketing campaigns and loyalty programs.
• CDP (Customer Data Platform): CDPs take a broader approach, collecting data from all users, including anonymous website visitors. This allows for more granular segmentation and personalized experiences.
• Customer Care Platforms: These platforms streamline customer service interactions through ticketing systems, call center management, and live chat functionalities.

Integrating these systems with the e-commerce platform ensures a unified view of the customer, enabling personalized experiences and efficient customer support.

Integrating Physical Stores for a Unified Brand Experience

Integrating physical stores is crucial for delivering a true omnichannel experience. Several strategies and technologies facilitate this integration:

• In-Store Availability: Displaying real-time or near real-time stock availability on the e-commerce platform allows customers to check if a product is available at a nearby store. This drives in-store traffic and improves customer satisfaction.
• Buy Online, Pick Up In-Store (BOPIS): This popular service allows customers to purchase online and collect their order at a physical store. This offers convenience and flexibility, especially for time-sensitive purchases.
• Returns In-Store: Allowing customers to return online purchases in-store offers convenience and strengthens customer trust.
• In-Store Technology: Providing sales associates with mobile devices or implementing self-service kiosks empowers them to assist customers more effectively, access product information, check inventory across all locations, and even facilitate online orders.

Strategic Considerations for Omnichannel Implementation

Implementing an omnichannel strategy involves more than just technology; it requires careful planning and process optimization:

• Process Design: Defining clear processes for BOPIS, returns, and other omnichannel services is crucial. This includes training staff on new procedures and ensuring smooth communication between online and offline channels.
• Stock Management: Effective stock management is the backbone of omnichannel. Businesses need accurate visibility into inventory across all locations to fulfill orders efficiently and avoid stockouts or overselling.
• Cost Analysis: Implementing omnichannel services can have cost implications, especially regarding shipping from multiple locations. Businesses need to carefully analyze costs and find the right balance between customer convenience and profitability.
• Staff Training: Adequate training for store personnel is essential for successful omnichannel implementation. Staff must be proficient in using new technologies and following established processes.
• Customer Experience: The ultimate goal of omnichannel is to provide a seamless and positive customer experience. Businesses should focus on creating consistent branding and messaging across all channels.

Conclusion

Integrating technology effectively is crucial for building a successful omnichannel strategy in fashion retail. By understanding the roles of middleware, PIM, CRM, CDP, customer care platforms, and in-store technologies, fashion businesses can create a unified and engaging customer experience that drives growth and builds brand loyalty. This integrated approach not only meets current customer expectations but also positions businesses for continued success in the evolving digital landscape.

Building a successful fashion e-commerce business requires careful selection and integration of various technologies. From managing customer relationships with CRM and CDP to optimizing product information with PIM and orchestrating system integrations with middleware, each technology plays a crucial role in creating a seamless and efficient online and omnichannel experience. By understanding these technologies and their functionalities, businesses can build a robust and scalable foundation for growth in the dynamic world of fashion e-commerce.

Fashion Ecommerce is a technology driven business, which means that in order to succeed in fashion ecommerce you need to master and coordinate of technology solutions, to make them work together to satisfy your customer expectations.

The set of technologies that you need to link to each other or integrate, is usually called technology stack and this technology stack should suit the needs of your company and allow you to satisfy your customers’ expectations.

We discuss the Ecommerce Technology solutions in our course on Fashion Ecommerce Management and here below you have some insights from our course.

The starting point: the fashion ecommerce platform.

The starting point for launching a fashion ecommerce initiative is generally the selection of a fashion ecommerce platform. The selection of an ecommerce platform that will suit the needs of your company should start from the definition of the business requirrments. The process of selecting a platform should go through a competitive bidding process where you compare different platforms features and prices.

Ecommerce platforms, such as Adobe Commerce Cloud, Commerce Layer, Salesforce Commerce Cloud and Shopify meet different needs in terms of

• Costs
• Possibility of customisation
• Integration with other applications
• Ease of use
• Technical skills required

All fashion companies have a certain number of software applications that range from the basic office automation (Word Excel Powerpoint) to ERP (Enterprise Resource Planner) to complex ecommerce applications. The more digitally mature a company is the more applications they have, the process of increasing the number of application brings also the the mapping and design of processes. This change process goes under the definition of digital transformation.

In this article we start from the point of view of the fashion ecommerce technology to present an eco-system of applications that are most frequently adopted by fashion brands.

The map and the list of application has an illustrative and educational purpose, is based on the experience of the teachers and professionals who collaborate with the Digital Fashion Academy and doesn’t want to be comprehensive.

The purpose of this fashion tech map is to teach fashion professionals about the variety of applications that are necessary for running a successful fashion ecommerce and illustrate their purpose, their relation and why they are necessary.

This fashion tech map is a living document and was partly inspired by Scott Brinker’s Marketing Technology Landscape.

How is fashion technology evolving?

Although technology advances rapidly, certain fundamental aspects of fashion technology remain constant. Some applications have remained unchanged for decades, such as Enterprise Resource Planning (ERP), which is a crucial tool for fashion brands to perform essential functions.

The most important change is probably the migration towards ERP as a service rather than on premise. The “as a service” version of the ERP has the advantages of being accessible from anywhere and less technical maintenance needed.

The major changes we are seeing regard

• first party data and personal data treatment
• 3D Design
• Artificial Intelligence

• Buy fabrics and materials from suppliers
• Manage invoices and payment
• Manage clients
• Invoice clients
• Manage the financial situation

For a small fashion brand that only sells at wholesale level to a small number of B2B clients that’s all you need.

When fashion brands grow: scaling up technology

In a second stage of their life or even in the first for some D2C brands, it emerges the need for an ecommerce platform. The ecommerce platform is a software that allows to publish your products online and sell them directly to the customer via a check out page.

This particular area of fashion technology is undergoing significant change as the volumes and the importance of ecommerce for fashion brands profitability increases.

The importance of

• Website speed: core web vitals and conversion rate;
• New front-end features such as virtual fitting rooms, social media integration, reviews
• Need for more flexibility for large fashion brands: multiple languages, multiple currencies and so on

Pushed the fashion technology market to a specialization of the offer with new tech companies launching new software on the market that respond to a specific need of the fashion brads:

• Virtual Fitting Rooms
• Site speed accelerators
• Website SEO optimisation
• AI powered site search
• Customer reviews
• Live chat and chatbots
• Customer feedback collection
• Lead generation forms
• Personalization engines

How do we manage this complexity?

The standard way to manage this expansion is to add plug-in or extensions to our ecommerce platform, however adding several external resources to our platform could cause a degradation on the speed of the platform.

Ona tag to rule them all

If you work in digital marketing you may have experienced this situation when you had to integrate several tracking tags from different advertising platforms, e.g. Google Ads, Meta, Retargeting platforms, Affiliates. Then one day the Tag management solution was introduced: one tag to rule them all. So after you installed the tag manager solution on your platform, you could easily add additional tags without touching the code of your platform.

The fashion technology ecosystem

The fashion technology ecosystem varies from small medium enterprises (SMEs) to large corporations and its complexity increases with time as the company reaches a higher digital maturity.

Early stage map

Digitally mature stage

In the fashion technology lesson with Mauro Lorenzutti, specialising in ecommerce integrations @ Webformat, we have explored the main applications that fashion brands generally adopt in their technology stack.

The technological stack represented in the picture above is actually an advanced stage of integration for fashion companies, generally they start with just a few applications such as ERP and Ecommerce Platform.

When fashion brands or retailers approach ecommerce, they start small with just a few applications in their stack, but when the ecommerce business volume grows, companies need to add more features and as a consequence more applications.

The applications can be added on both front-end or back-end side:

Fashion Ecommerce Technology solutions

Ecommerce platforms generally allow companies to sell products online which means that they allow to present the users with web application or interface where the users can browse the products (the listing page), read the details of each product such as product description, colors available, sizes available and see the product pictures, and finally the users can add the products to cart and pay (check out).

The ecommerce platforms ability to manage stock data, product information (including price and images), orders, returns and payments, makes them a preferred solution for running an ecommerce business.

Fashion Ecommerce platforms constraints

However ecommerce platforms present several limitations when the ecommerce business is scaling up, for example, a brand may want to include more images for each product, for example because they need to use them on B2B channel, but the ecommerce platform only allows for uploading the images to be used in the product page.

In this example we show you the reason why in an ecommerce architecture (or ecommerce ecosystem) you may want to integrate a Product Information Management System (PIM) or a Digital Asset Management System (DAM)

Another constraint is that the ecommerce platform may not be suitable to manage multiple stock location in an efficient way, for example an ecommerce platform may not be able to decide whether a product should be shipped from the central warehouse or from a local store.

In this second example we illustrate one reason why fashion businesses decide to implement an Order Management System (OMS).

All-in-one and Multi-purpose platforms

Many software brands offer solutions that include a number of features already integrated with each other. An example is Salesforce which offers an Ecommerce Platform, Marketing Platform and CRM all integrated into one ecosystem.

Another example is SAP which integrates an ecommerce solution within its ERP. These multi-purpose platforms have their advantages, for example you can work with a single vendor for different purposes. However it doesn’t mean the complexity to manage the platform is less.

For the majority of these platforms brands we have indicated in our map and guide just the major features.

Fashion ecommerce platforms B2C

• Adobe Commerce Cloud (Magento)
• BigCommerce
• Commerce Layer (Composable)
• Commerce Tools (Composable)
• PrestaShop
• Salesforce Commerce Cloud
• SAP Commerce
• Shopify
• VTEX

Adobe Commerce (Magento) – A highly customizable and scalable eCommerce platform, ideal for fashion brands looking for flexibility. It offers AI-powered personalization, advanced merchandising, and seamless omnichannel experiences. Brands examples: Helly Hansen, Paul Smith, Christian Louboutin

BigCommerce – A SaaS-based eCommerce platform with strong B2C and B2B capabilities. It provides built-in SEO tools, flexible APIs, and excellent scalability, making it suitable for growing fashion brands. Martha Stewart, Ted Baker. Brands examples: Martha Stewart, Ted Baker

Commerce Layer (Composable) – A headless commerce platform designed for global brands. It enables seamless integration with existing systems, allowing fashion businesses to create personalized shopping experiences across multiple channels. Brioni, Viu, Lampoo, Rapha

Commerce Tools (Composable) – A cloud-native, API-first commerce platform offering high flexibility. It’s ideal for fashion brands looking to build custom eCommerce experiences with modern, modular architecture. Brands examples: Bang & Olufsen, Just Eat, Selfridges

PrestaShop – A free, open-source platform with a large marketplace of themes and modules. It’s a good choice for small to mid-sized fashion retailers looking for cost-effective eCommerce solutions. Brands examples: Kaporal, Le Slip Français

Salesforce Commerce Cloud – A powerful, AI-driven eCommerce platform used by many luxury and global fashion brands. It provides deep customer insights, personalized shopping experiences, and strong omnichannel capabilities. Brands examples: Lacoste, Puma, Ralph Lauren, Burberry

SAP Commerce – An enterprise-grade solution with robust B2B and B2C functionalities. It’s known for its scalability, powerful product management, and AI-driven personalization, making it ideal for large fashion businesses. Brands examples: Versace, Adidas, Hugo Boss

Shopify – A user-friendly and scalable eCommerce platform, widely used by fashion brands of all sizes. It offers a vast ecosystem of apps, built-in marketing tools, and excellent design flexibility. Brands examples: Gymshark, Alo Yoga, Kith

VTEX – A multi-tenant SaaS platform with native marketplace and omnichannel capabilities. It’s a strong choice for fashion brands looking for a unified commerce experience across digital and physical stores. Brands examples: Levi’s, Under Armour, Victoria’s Secret

Fashion Ecommerce Platforms B2B Wholesale

B2B E-commerce Platforms: A Brief Overview

• Centra
• Joor
• NuOrder
• Shopify

• Centra
  • Centra is a B2B e-commerce platform designed to streamline the wholesale ordering process. It offers features such as product catalogs, order management, and inventory tracking. Centra is particularly well-suited for brands with large product catalogs and a need for efficient order fulfillment.
  • Strengths:
    • Robust product catalog management: Handles complex product hierarchies and variations.
  • Streamlined ordering process: Reduces manual data entry and errors.
  • Inventory management: Ensures accurate stock levels and availability.
• Joor
  • Joor is a global B2B marketplace that connects brands with retailers. It provides a platform for brands to showcase their collections, manage orders, and track sales. Joor is particularly valuable for brands looking to expand their reach and connect with a wider network of retailers.
  • Strengths:
    • Global reach: Connects brands with retailers worldwide.
    • Visual merchandising tools: Helps brands create engaging product presentations.
    • Analytics and insights: Provides data on sales performance and customer behavior.
• NuOrder
  • NuOrder is a B2B wholesale platform that offers features such as order management, inventory tracking, and sales analytics. NuOrder is known for its user-friendly interface and focus on mobile accessibility. It’s a good choice for brands looking for a modern and intuitive platform.
  • Strengths:
    • User-friendly interface: Easy to navigate and use, even for non-tech-savvy users.
    • Mobile accessibility: Allows for on-the-go order management and sales.
    • Analytics and reporting: Provides insights into sales performance and customer trends.
• Shopify
  • While primarily known for its B2C e-commerce platform, Shopify also offers a B2B solution. Shopify’s B2B features include wholesale pricing, customer accounts, and order management. While not as specialized as other B2B platforms, Shopify can be a good option for brands that already use its platform for their B2C operations.
  • Strengths:
    • Integration with existing Shopify infrastructure: Reduces the need for multiple platforms.
    • Wide range of features: Offers a variety of tools for B2B e-commerce.
    • Large ecosystem of apps and themes: Provides customization options.

Content Management Systems

• Adobe Experience Cloud
• WordPress
• Contentful

Front-end applications

• Site accelerators: akamai
• SEO optimization: kleecks

Marketplaces connector and enablers

• Mirakl
• Tradebyte
• Channel Engine
• Neteven (by Lectra)
• Channel advisor

Feed generators

• Highstreet
• Lengow

Order Management System

• Fluent (Aldo, Balmain Paris, Carrera eyewear)
• Keros Digital (Benetton, Twinset, Cisalfa Sport)
• Manhattan (Gucci)

Analytics and Business Intelligence

• Google Analytics
• Qlick
• Content Square
• Competitoor > Price monitoring – analysis
• Google trends, Google Ads > Market analysis

Advertising Platforms

• Google Ads
• Meta Business Suite
• CJ Connection Junnction > affiliate network
• Trade Tracker > Affiliation platform

Identity Management

• Gigya
• Amazon Cognito

Product Lifecycle Management (PLM)

• Lectra
• Centric Software

Product Information Management (PIM) and Digital Asset Management DAM

The PIM and the DAM systems are the single “source of truth” for the product data and brand images. They are repositories for product data such as descriptions, translations, ecommerce photos and lookbook photos. The PIM and the DAM may export the product data to external systems such as Marketplaces and Google Merchant Center.

• Akeneo – Product information management
• Dressipi – AI for product data enrichment
• Hyphen – Digital Asset Management – Digital Supply Chain solution
• Pimcore – Product information management open
• Plytix – Product Information Management and Digital Asset Managment

Dressipi’s product data enrichment features

Product data enrichment or attribution for fashion and apparel retailers is the process of enhancing and expanding the information associated with clothing and accessory items to describe the item in the language of the customer and to show exactly what they are purchasing. Done well, product enrichment will improve the efficiency of marketing budgets, improve the digital shopping experience, and deliver more accurate demand forecasting.

Physical Attributes

• Style details (neckline, sleeve length, hem style, etc.)
• Fit details (tight, standard, loose)
• Colour, pattern variations
• Details or special features
• Material and fabric composition (with care instructions)
• Size information (measurements, fit guides, model’s details)

Enterprise Resource Planning (ERP)

• SAP
• Oracle Netsuite
• Stealth
• Microsoft Dynamics

Customer Relationship Management

• Salesforce Marketing Cloud
• Mailchimp
• Hubspot
• Microsoft Dynamics

Middleware

• Mulesoft
• Adobe I/O

Social Media

• Hootsuite
• Meta Business Suite
• TikTok

Customer Care

• Zendesk
• Microsoft
• Salesforce

Virtual fitting rooms

• Truefit
• Measmerize

Site search

• Algolia
• Miros

AI

• GPT-4
• Gemini
• Contents.com

Payments

• Stripe
• Adyen
• Avalara (Tax Calculation)
• Checkout.com
• Klarna (Buy Now Pay Later)
• Paypal

Retail software

• Oracle X-store
• Cegid
• Netlify
• Shopify POS

Search Engine Optimisation (SEO)

• Google Search Console
• Semrush
• Kleecks

How is ecommerce technology evolving?

10 Priorities for Fashion E-commerce Managers in 2024

The landscape of fashion e-commerce is evolving at an unprecedented pace, driven by technological advancements, shifting consumer behaviors, and the ever-changing fashion industry trends. As we step into 2024, e-commerce managers in the fashion sector are faced with new challenges and opportunities. To stay ahead of the curve, it’s crucial to prioritise certain key aspects that can make or break an e-commerce business. In this article, we will explore the top 10 priorities for fashion e-commerce managers in 2024.

1. Embracing Sustainable Practices

Sustainability is no longer a buzzword but a fundamental aspect of the fashion industry. Consumers are becoming increasingly conscious of the environmental impact of their purchases, and e-commerce managers need to integrate sustainable practices into their business models. This involves sourcing eco-friendly materials, optimizing packaging, and promoting transparency in the supply chain. Brands that prioritize sustainability not only contribute to a better planet but also resonate more with the modern consumer.

Efficiency equals Sustainability

E. Fantaguzzi – Co-founder Digital Fashion Academy

Efficiency refers to the ability to make things using less resources. Saving resources and saving money to run fashion ecommerce stores is a way to make digital fashion business sustainable from an environmental aspect but also from a financial sustainability standpoint

Some ideas to make your fashion ecommerce logistics more sustainable

Zalando and other large fashion ecommerce players are taking various steps to make their logistics more sustainable, addressing the environmental impact of their vast operations. These initiatives aim to reduce emissions, conserve resources, and minimize waste generation throughout the supply chain, from product sourcing to delivery.

1. Reducing Delivery Miles:

• Optimizing Delivery Routes: Utilize AI-powered route optimization algorithms to plan the most efficient delivery routes for its fleet of vehicles, minimizing unnecessary mileage and fuel consumption.
• Partnering with Local Delivery Services: collaborate with local delivery providers, particularly in urban areas, to reduce the reliance on long-haul transportation and promote last-mile delivery options, such as bicycle couriers and electric vehicles.

In order to implement a more efficient logistics in ecommerce you need an Order Management System that uses algorithms to automate your shipping decisions. To learn more about logistics check out our courses.

2. Utilizing Sustainable Packaging:

• Reducing Packaging Material: Transition to eco-friendly packaging materials, such as recycled cardboard and paper, to reduce the amount of waste generated from packaging and minimize its environmental impact.
• Refining Packaging Designs: Redesign your packaging to minimize the amount of material used while ensuring adequate product protection. Exploring the use of reusable and returnable packaging options.

4. Enhancing Efficiency in Warehousing and Distribution:

• Optimize Inventory Management: Implement advanced inventory management systems to minimize stock levels, reduce excess transportation, and optimize warehouse space utilization.
• Integrate Robotics and Automation: Deploy robotics and automation technologies to streamline warehouse operations, automate repetitive tasks, and reduce the manual handling of merchandise.

2. Implementing Augmented Reality (AR) and Virtual Reality (VR) Technologies

In the highly visual world of fashion, AR and VR technologies offer a unique opportunity to enhance the online shopping experience. E-commerce managers should explore integrating AR for virtual try-ons and VR for immersive shopping experiences. These technologies not only reduce the uncertainty associated with online shopping but also provide a more engaging and personalized interaction with the products. By leveraging AR and VR, fashion e-commerce can bridge the gap between the digital and physical retail experiences.

Best in class brands like Prada, Nike, Louis Vuitton are already employing augmented reality, virtual reality for digital fashion shoes and to optimise their online shopping experience.

3. Enhancing Mobile Shopping Experiences

With the majority of online traffic coming from mobile devices, optimizing the mobile shopping experience is a non-negotiable priority. E-commerce managers must ensure that their websites and apps are not only mobile-friendly but also designed for a seamless and intuitive user experience. This includes responsive design, quick loading times, and simplified navigation. Investing in a mobile-first approach will not only improve customer satisfaction but also boost conversion rates in the competitive world of fashion e-commerce.

Some ideas to optimise your mobile shopping experience

• Responsive Website design: make sure that your website is legible and easy to navigate from mobile, avoid clutter and small text. The buttons should have a minimum clickable area the size of the tip of your finger. Make sure your websites behave correctly with different sizes of screens, these are called breakpoints.
• Fast-loading High-Quality Product Images. Add more view of your products from different angles and make sure the images are optimised to the latest formats for maximum speed of loading. Use a content delivery network (CDN) to deliver static content
• Mobile-Friendly Search Features: Integrate an AI search functionality that allows customers to easily find the items they’re looking for
• Continuous Testing and Optimization: Regularly analyze user behavior by recording the navigations sessions with Hotjar or other tools; Implement A/B testing to optimize product placements, navigation, and checkout processes. There are companies specialising in User Experience testing and Quality Assurance. Check out Baymard Institute for Best practices Unguess for crowd testing and user experience assessment.

4. Leveraging Artificial Intelligence (AI) solutions to gain efficiency and improve conversions.

Artificial Intelligence is a game-changer for e-commerce, and fashion is no exception. By harnessing the power of AI, e-commerce managers can analyze vast amounts of data to understand customer preferences, predict trends, and offer personalized recommendations. Implementing AI-driven chatbots for customer support and utilizing machine learning algorithms to enhance product recommendations are just a few ways AI can be leveraged to create a more personalized and efficient shopping experience.

Ideas for AI applications for fashion ecommerce in 2024

1. Virtual Try-On Technology
2. Personalized Shopping Recommendations
3. AI-Powered Search and Visual Discovery
4. Dynamic Pricing Optimization
5. AI-Powered Chatbots for Customer Service
6. Predictive Analytics for Inventory Management
7. AI-Generated Content Creation
8. Fraud Detection and Prevention
9. Sustainable Fashion Recommendations
10. Augmented Reality (AR) Shopping Experiences

Read more about AI opportunities for fashion ecommerce in 2024 in our article dedicated to this topic here.

5. Prioritizing Influencer Marketing and Social Commerce

In the age of social media dominance, influencer marketing continues to be a potent strategy for fashion e-commerce. E-commerce managers should prioritize building strong relationships with influencers whose values align with their brand. Social commerce, which involves selling directly through social media platforms, is also gaining momentum. E-commerce managers need to stay updated on the latest features and tools provided by platforms like Instagram and TikTok to facilitate seamless shopping experiences within these channels.

6. Implementing a Robust Cybersecurity Strategy

As e-commerce transactions increase, so does the risk of cyber threats. Fashion e-commerce managers need to prioritize cybersecurity to protect customer data and maintain trust. This involves implementing robust encryption protocols, regularly updating security measures, and educating staff and customers about potential threats. A secure online environment is not only essential for customer trust but also for legal compliance, as data protection regulations become more stringent globally.

7. Streamlining the Checkout Process

Abandoned shopping carts continue to be a challenge for e-commerce businesses. To combat this, e-commerce managers must prioritize streamlining the checkout process. Implementing a one-click checkout, offering multiple payment options, and minimizing form fields can significantly reduce friction in the final stages of the customer journey. A smooth and efficient checkout process enhances customer satisfaction and increases the likelihood of conversion.

8. Investing in Data Analytics for Business Insights

Data is a valuable asset in the world of e-commerce, and fashion is no exception. E-commerce managers should prioritize investing in advanced data analytics tools to gain insights into customer behavior, sales trends, and inventory management. By harnessing the power of data, fashion e-commerce businesses can make informed decisions, optimize their strategies, and stay ahead of the competition.

9. Expanding Global Reach

In an era of globalization, fashion e-commerce managers should prioritize expanding their global reach. This involves understanding and catering to the preferences and cultural nuances of international markets. Localization of websites, offering multiple currency options, and optimizing shipping and logistics for international orders are essential steps in this direction. Expanding globally not only opens up new revenue streams but also diversifies the customer base.

The international expansion, often called internationalisation, can be achieved also by integrating with international and local digital marketplaces: from international marketplaces like Farfetch and Yoox to local marketplaces like Miinto (Northern Europe), Galeries Lafayette (France), T-Mall (China), Saks Fifth Avanue (USA).

10. Nurturing Customer Loyalty Programs

While acquiring new customers is essential, retaining existing ones is equally crucial. E-commerce managers should prioritize the implementation of customer loyalty programs to foster long-term relationships. Offering exclusive discounts, early access to sales, and personalized rewards can incentivize repeat purchases and create brand advocates. Building a loyal customer base is a sustainable strategy that pays dividends over time.

The killer application for loyalty in 2024 will be the digital product passport. By associating a digital certificate to the products, customers of luxury brands will feel reassured about the the authenticity of the products and they will be able to inform themselves about sustainability practices put in place by the manufacturers.

For example Pinko, an Italian fashion and accessories brand, unveiled “The New Love Bag Collection,” the first version of the Love Bag entirely covered by digital twins, a technology produced by Luxochain, a Swiss company with global expertise in blockchain technology and product certification. Read more about this project on The Spin Off here.

Pinko achieved this result by using RFID technology.

Discover Tod’s Digital Passport >>

In conclusion, the world of fashion e-commerce is dynamic and requires constant adaptation to stay relevant. By prioritizing sustainability, embracing emerging technologies, and focusing on customer-centric strategies, e-commerce managers can navigate the challenges of 2024 and position their businesses for success in the ever-evolving fashion landscape.