Commerce Fabric
Unicorn · $1.5BBellevue, US · Founded 2018 · Delaware corporation · 4 known investors
Bellevue-based fabric (Commerce Fabric Inc.) sells an API-first, headless commerce platform to mid-market and large retailers.
Also known as Commerce Fabric Inc. · fabric · fabric Inc. · fabric.inc
Founders & leadership
Board
Investors · 4
Also in the syndicate · 1
Reported raises · per SEC filings
Form D private placements$296.6M disclosed across 5 rounds · 2019–2022
▶$140MraisedAug 2022 · 8 investors · Other TechnologyRule 506(b)
- Alex BardDirector
- Faisal MasudExecutive Officer
- Robert KaplanDirector
- Ryan BartleyExecutive Officer, Director
- Krupa ShahExecutive Officer
- Nevin ShettyExecutive Officer
- Tim GuleriDirector
- Ron ShahDirector
- Scott BeechuckDirector
- Offering amount
- $140M
- Amount sold
- $140M
- First sale
- Feb 2022
- Incorporated
- Corporation, Delaware, 2020
- Federal exemptions
- 06b
▶$100MraisedOct 2021 · 17 investors · Other TechnologyRule 506(b)
- Krupa ShahExecutive Officer
- Scott BeechukDirector
- Ryan BartleyDirector
- Tim GuleriDirector
- Nevin ShettyExecutive Officer
- Alex BardDirector
- Faisal MasudExecutive Officer, Director
- Ron ShahDirector
- Offering amount
- $100M
- Amount sold
- $100M
- First sale
- Jul 2021
- Incorporated
- Corporation, Delaware, 2020
- Federal exemptions
- 06b
▶$43MraisedFeb 2021 · 4 investors · Other TechnologyRule 506(b)
- Faisal MasudExecutive Officer, Director
- Alex BardDirector
- Tim GuleriDirector
- Scott BeechukDirector
- Ryan BartleyExecutive Officer, Director
- Offering amount
- $43M
- Amount sold
- $43M
- First sale
- Feb 2021
- Incorporated
- Corporation, California, 2018
- Federal exemptions
- 06b
▶$4.1MraisedOct 2020 · 20 investors · Other TechnologyRule 506(b)
- Ryan BartleyDirector
- Offering amount
- $4.1M
- Amount sold
- $4.1M
- First sale
- Jul 2019
- Incorporated
- Corporation, Delaware, 2018
- Federal exemptions
- 06b
▶$9.6MraisedSep 2020 · 24 investors · Other TechnologyRule 506(b)
- Tim GuleriDirector
- Faisal MasudExecutive Officer, Director
- Alex BardDirector
- Ryan BartleyDirector
- Offering amount
- $10.6M
- Amount sold
- $9.6M
- First sale
- Aug 2020
- Incorporated
- Corporation, Delaware, 2018
- Federal exemptions
- 06b
Source: SEC EDGAR Form D. Amounts as filed; amended filings shown once at their latest values.
Valuation · disclosed
Disclosed eventsSource: SEC prospectus filings, and round valuations the company or its investors disclosed — follow each entry's link for the claim.
Company profile
researched Aug 2026Commerce Fabric Inc., which operates under the brand "fabric," is a Bellevue, Washington-based e-commerce software company providing a cloud-native, headless commerce platform. The platform is intended to modernize merchandising, marketing and commerce operations for mid-market and large businesses, and to let retail buyers, planners and marketers grow digital revenue. Its product line includes Storefront, a Product Information Manager (PIM), Experience Manager (XM), an Order Management System (OMS) and headless commerce APIs; the company also offers services such as digital consulting, product management and performance marketing.
The company positions its architecture around API-first, composable commerce: customers can decompose the commerce backend and adopt individual domains — item/catalog detail, pricing, inventory, order orchestration and customer-facing capabilities such as loyalty programs, subscriptions and marketplaces — without committing to a single monolithic suite. Management has said the components are interoperable with third-party platforms, citing use of fabric's loyalty product alongside Salesforce or its PIM alongside Shopify.
Founding story
Sources report the company was founded by former Amazon and Staples executives, with CEO Faisal (Faisel) Masud co-founding it alongside former Staples colleague Ryan Bartley (CPO). At Staples the pair had migrated the retailer from a monolithic platform to a custom-built headless solution, which led to the idea of helping other brands build their own "commerce fabric." Founding year is given as 2017 by both Preqin and Retail TouchPoints (internal records list 2018).
Business model
Software platform sold to retailers and brands, comprising modular commerce applications (Storefront, PIM, Experience Manager, OMS) and headless commerce APIs, complemented by services including digital consulting, product management and performance marketing.
Sources describe a commercial software platform plus consulting and marketing services, but do not specify pricing or contract structure.
Traction
Reported 50+ clients as of February 2022, including Chico's FAS, GNC, McDonald's, Black Rifle Coffee Company and Cadre Style, and 800% year-over-year revenue growth as reported by Preqin.
Latest developments
The most recent development in the sources is the February 2022 Series C led by SoftBank, which valued the company at $1.5 billion and brought total disclosed funding to $293 million. Stated forward plans include hiring a marketing leadership team, broadening partnerships, supporting possible acquisitions and expanding the platform internationally.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Competes in the headless/composable commerce software market against providers such as Shopify and Commercetools, targeting mid-sized brands. Reported context cites global e-commerce surpassing $5 trillion in 2021 and B2B e-commerce projected to reach $20.9 trillion by 2027.
Management identifies the depth of its team as its principal differentiator, citing senior hires from Amazon, eBay, Groupon, Staples and Alphabet and a combined "over 100 years" of commerce experience, together with a modular design that allows customers to adopt individual commerce domains rather than a single locked-in platform.
Technology
Cloud-native, API-first headless commerce architecture (associated with MACH/composable commerce approaches), organized into discrete backend domains for items, pricing, inventory, order management and customer programs, exposed through headless commerce APIs.
Go-to-market
Sells to mid-market and enterprise brands, with stated plans to hire a marketing leadership team, broaden partnerships, support possible acquisitions and expand the platform globally.
Mid-market and large retailers and brands seeking an entry point into API-based headless commerce; named clients include Chico's FAS, GNC, McDonald's, Black Rifle Coffee Company and Cadre Style.
Geography
Headquartered in Bellevue, Washington, US; leadership includes a Head of APAC and VP of Software Engineering, APAC, and the company has stated plans to expand its platform globally.
History
Following its founding, the company raised a $43 million Series A in February 2021 led by Norwest Venture Partners with Redpoint Ventures and Sierra Ventures, a $100 million Series B in July 2021 led by Stripes with B Capital Group and Greycroft Partners, and a $140 million Series C announced in February 2022 led by SoftBank, bringing disclosed funding to $293 million at a $1.5 billion valuation.
Risks & controversies
No controversies are reported in the sources. Retail TouchPoints notes increasing competition in the headless commerce space. Sources also show a naming-collision risk with the unrelated Amazon-owned retailer Fabric.com, which shut down in October 2022.
Compiled by commissioned research from 6 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 3
launches, deals, and filingsRaised $140 million in a Series C round led by SoftBank, bringing total funding to $293 million and valuing the company at $1.5 billion.
$140M source ↗
Raised USD 100 million in Series B funding led by new investor Stripes, with participation from new investors B Capital Group and Greycroft Partners.
$100M source ↗
Raised USD 43 million in Series A funding led by new investor Norwest Venture Partners, with participation from returning investors Redpoint Ventures and Sierra Ventures.
$43M source ↗
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
Legal entities · 1
corporate structure▸Research sources · 6
primary sources listed
- Headless Solution Provider fabric Valued at $1.5B after Latest Funding Round - Retail TouchPointsretailtouchpoints.com · web
6 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Commerce Fabric do?
- Bellevue-based fabric (Commerce Fabric Inc.) sells an API-first, headless commerce platform to mid-market and large retailers.
- Who are Commerce Fabric's investors?
- Commerce Fabric's investors include Norwest Venture Partners, Redpoint Ventures, Sierra Ventures.
- How much funding has Commerce Fabric raised?
- Commerce Fabric has disclosed $296.6M raised across 5 rounds.
- Where is Commerce Fabric headquartered?
- Commerce Fabric is headquartered in Bellevue, US.