Fabric

Fabric is an e-commerce merchandising technology company that has built what it calls the merchandising layer for AI shopping. Founded in 2017 and headquartered in San Francisco, with additional operations in Toronto, the firm helps brands get recommended by AI answer engines - including ChatGPT, Gemini, Claude and Perplexity - when shoppers ask what to buy. Its stated mission is to enable every brand to transform and optimise its business for AI shopping.

The company's work rests on two main products. The first is product catalog enrichment, which improves how a brand's products are represented so that AI systems can recommend them accurately; Fabric reports more than 2 million attributes enriched through this work. The second is AI platform visibility tracking, which allows brands to monitor their presence and recommendation share across the major AI assistants. Underlying these is a technical stack spanning answer-engine optimisation, LLM integrations, API infrastructure and analytics.

Fabric operates at considerable scale for its niche: it manages over 10 million SKUs and processes more than 1 billion API calls a year. Its customers span retail and e-commerce verticals including home furnishings, outdoor and sporting goods, department stores and pet supplies, and include Crate & Barrel, Backcountry, Debenhams, Serena & Lily and PetMeds. The company is backed by investors such as Norwest, Sierra Ventures, Redpoint, Stripes, SoftBank Group and B Capital.