Sell clothing online

One product, twenty-four variants — without twenty-four products

A product carries its own option names and values (size, colour, fit), and each combination is a variant with its own price, stock, SKU, barcode and images. Shoppers pick from the options; you manage one product.

When a colour sells out it goes out of stock on its own, and the rest of the product keeps selling. Nothing has to be unpublished and re-published by hand.

• Stock per variant, and per warehouse if you have more than one
• Images that change when the colour changes
• Bulk price and stock edits across hundreds of variants at once
• Back-in-stock alerts, so a sold-out size still collects demand instead of losing it

Size charts that answer the question before the return

Most clothing returns are one size out. A size chart on the product page — your measurements, your tables, a different one per product type — costs nothing to publish and removes the guess.

Customer photos and reviews do the other half. A review that says the fit runs small, with a picture, prevents more returns than any description you write yourself.

Returns are part of the business, so they are part of the software

Shoppers open a return themselves, pick the reason, and you approve or refuse it with the reason recorded. Refused and returned parcels stay separate from delivered orders, so your revenue and profit reports show what really happened rather than what was ordered.

• Return reasons, collected and counted per product
• Exchange instead of refund, created as a new order
• Refused-on-delivery as its own status, not a cancelled order
• A return policy the shopper can read before buying, not after

Where shoppers still pay the courier

In much of Central and Eastern Europe, the Middle East and North Africa, fashion is bought cash on delivery. Cash on delivery is a first-class payment method here, with an optional fee, minimum and maximum order values and regions where it is simply not offered.

Every COD order carries a risk score from 0 to 100 with the reasons behind it — parcels this phone number refused before, orders delivered successfully, repeat orders from the same number — because a refused parcel costs you the delivery twice and the product comes back creased.

The catalogue goes where the shoppers are

A clothing catalogue belongs in Google Shopping, on Instagram and Facebook, and on TikTok. Product feeds for each of them are generated from the same catalogue and stay in step with your stock, so a sold-out size stops being advertised.

Abandoned carts come back by email with the items still in them — in fashion, that recovery is usually the cheapest sale of the month.

Read more: Cash on delivery, built in — with fraud protection, One store for every market, One catalog, every sales channel.