Company Overview
About Fabric
Fabric is a commerce technology company founded in 2017 by Faisal Masud and headquartered in Seattle, Washington. The company builds a headless, API-first commerce platform that provides retailers and brands with modular, independently deployable services for order management (OMS), product information management (PIM), shopping cart, promotions, pricing, and customer identity. Unlike monolithic platforms such as Salesforce Commerce Cloud or SAP Commerce, Fabric's composable architecture lets retailers adopt individual modules to replace specific legacy components without a full platform migration, or build a complete headless commerce stack from the ground up.
Business Model & Competitive Advantage
Fabric raised a $140M Series C in 2022 led by SoftBank Vision Fund 2, bringing total funding to approximately $293M. The company targets mid-market and enterprise retailers that are struggling with the limitations of legacy commerce platforms — including slow deployment cycles, high customization costs, and inability to support modern omnichannel experiences. Fabric's modular approach aligns with the MACH (Microservices, API-first, Cloud-native, Headless) architecture philosophy that is increasingly adopted by enterprise retailers seeking flexibility and faster time-to-market for commerce innovation.
Competitive Landscape 2025–2026
Fabric competes in the rapidly evolving headless commerce and composable commerce space alongside companies including Commercetools, Elastic Path, Chord, and Constructor. It also competes with established platform vendors (Shopify Plus, BigCommerce, Salesforce Commerce Cloud) that are adding API and headless capabilities to their existing products. Fabric's differentiation lies in its OMS depth — order management is operationally complex for omnichannel retailers, and strong OMS capability combined with headless front-end flexibility is a compelling value proposition for enterprise accounts managing complex inventory, fulfillment, and returns workflows.
Key Differentiators
Strong Challenger
Fabric is an established challenger with significant market presence and competitive offerings in E-commerce & Retail.
Frequently Asked Questions
Estimated Visibility Trend (Beta)
Simulated 8-week rolling score
Based on estimated brand signals. Historical tracking coming soon.
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