A Shopify Store Rebuilt Around Custom Textile Design

Loomcraft sells home textiles and décor, with a large part of its business built around custom fabric and pattern choices. Customers wanted to see how a fabric or pattern would look before committing to a purchase, but the existing store offered no way to do that. Filtering was limited, and mobile shoppers were dropping off before checkout.

Customer feedback and store analytics pointed to the same set of problems.

✓ There was no way for customers to preview or customize fabric and pattern combinations before buying.
✓ Product filtering didn’t account for the range of materials, patterns, and sizes Loomcraft offered.
✓ Mobile shoppers were browsing heavily but converting far less often than desktop visitors.
✓ Customers were reaching out directly to ask about combinations the site couldn’t show them.

The plan focused on two priorities. First, build a custom fabric and pattern selector so customers could visualize their choices. Second, improve filtering and the mobile experience so browsing led to buying.

✓ Built an interactive selector allowing customers to preview fabric and pattern combinations on relevant products.
✓ Connected the selector to live inventory so only available combinations could be selected.
✓ Designed the tool to work within product pages without slowing them down.

✓ Rebuilt product filtering to include material, pattern, size, and color together instead of separately.
✓ Redesigned key mobile touchpoints, including product pages and the cart, for smaller screens.
✓ Simplified the path from browsing to checkout on mobile devices specifically.

✓ Customers began completing custom fabric and pattern selections directly on product pages instead of contacting support.
✓ Mobile conversions increased after the filtering and layout updates.
✓ Direct customer questions about combinations dropped, since the selector answered them upfront.

“People used to email us pictures asking if a pattern would work with a certain fabric. Now they just build it themselves on the site and check out.”
— Store Manager, Loomcraft

When a product depends on customization, showing the customer their choice matters more than describing it. Loomcraft’s results show that visual tools paired with better filtering turn browsers into buyers, especially on mobile.