How Shopaccino helped IAM Store build a global fashion brand around a category-defining innovation
IAM Store was founded by Ms. Dolly Jain with a clear and distinctive vision: to reimagine everyday womenswear through thoughtful design innovation - introducing the D'coat, a skirt-style petticoat designed to replace the conventional, generic petticoat worn under sarees and ethnic wear.
Business Background
IAM Store was founded by Ms. Dolly Jain with a clear and distinctive vision: to reimagine everyday womenswear through thoughtful design innovation. Rather than accepting the conventions of traditional Indian ethnic fashion, Ms. Jain identified an opportunity to solve a real, everyday problem — introducing the concept of the D’coat, a skirt-style petticoat designed to replace the conventional, generic petticoat worn under sarees and ethnic wear.
The D’coat is not a minor product variation. It represents a genuine reinvention of a wardrobe staple — offering better drape, a cleaner silhouette, and a more comfortable fit for the modern woman. What began as a focused design intervention has grown into a brand built on the principle that innovative dressing can be both accessible and aspirational.
IAM Store’s product range spans contemporary ethnic and fusion womenswear, with the D’coat at the centre of their brand identity. Their target audience is style-conscious women who value quality, fit, and functionality, and who are open to reimagining how they dress. The brand serves both domestic buyers across India and a growing international customer base, reflecting the global appetite for modern Indian fashion innovation.
Prior to establishing a dedicated digital commerce presence through Shopaccino, the brand relied on a combination of offline retail and marketplace channels - a model that limited their ability to tell their brand story, own the customer relationship, and scale without intermediary constraints.
Challenges
Building a brand around a category-defining innovation is not straightforward. IAM Store's challenges went beyond the typical friction points of fashion ecommerce - they needed a platform and feature set capable of communicating a novel concept, serving a diverse and growing audience, and scaling across borders. The specific challenges they faced were:
Communicating an Innovative Product Without Video
The D’coat is a product whose value is best understood in motion — how it drapes, how it moves, how it transforms the way a saree sits. Static product imagery, while necessary, is insufficient for conveying this kind of innovation. Without embedded video capability on the storefront, IAM Store was unable to fully demonstrate what made their hero product distinct, leaving potential customers to read about a concept they could more easily see
Inability to Showcase Colour Variants Effectively
IAM Store’s products come in a wide range of colours, and colour choice is a significant driver of purchase decisions in the ethnic fashion category. Without a structured variant display on the product page, the team faced the same operational trap common across fashion brands: either creating separate listings for each colour variant (multiplying catalogue management effort and fragmenting discoverability) or leaving buyers to guess at availability. Neither approach served the customer or the business.
No Filtering Capability for an Expanding Catalogue
As IAM Store’s range grew, product discovery became increasingly difficult. Customers landing on category pages had no way to narrow down results by colour, product type, price, or other relevant attributes. An expanding catalogue, without a filtering framework, becomes harder to navigate over time — creating scroll fatigue, higher bounce rates, and missed purchase opportunities.
Limited Reach Among Mobile-First Shoppers
A significant share of IAM Store’s target audience shops primarily on mobile devices. Without a dedicated mobile app, the brand was relying entirely on a mobile browser experience — a format that, while functional, cannot match the engagement, speed, and convenience of a purpose-built app. This meant a meaningful segment of high-intent buyers were being underserved at the point of purchase.
High Cart Abandonment with No Recovery Mechanism
Visitors were reaching the cart stage with genuine purchase intent but not completing the transaction. Without an automated mechanism to re-engage these buyers, every abandoned cart represented lost revenue with no path to recovery. The business had no visibility into how many potential orders were being left on the table, and no systematic way to bring those buyers back.
No International Purchase Capability
With a product innovation that had genuine global appeal, IAM Store was constrained by the absence of multi-currency support. International buyers interested in the D’coat had no seamless way to complete a purchase in their local currency, creating a barrier that was limiting the brand’s international growth potential precisely at the moment that appetite for Indian fashion was growing globally.
No Structured Customer Communication Post-Purchase
Once an order was placed, customers had limited visibility into its status. The absence of automated, real-time order and delivery notifications was generating unnecessary inbound queries, consuming team bandwidth, and creating an underwhelming post-purchase experience that did not reflect the quality and thoughtfulness of the brand itself.
No Structured Product Feed for Paid and Social Channels
IAM Store had no automated way to syndicate their product catalogue to Google Shopping or Meta advertising channels. Without a live, accurate product feed, running effective paid campaigns required significant manual effort and was prone to inconsistencies between the store and the ads — reducing campaign effectiveness and limiting the brand’s ability to drive qualified traffic at scale.
Exclusion of Non-Standard Size Buyers
Fashion brands that serve only standard sizing leave a significant and loyal buyer segment underserved. Without a mechanism to capture custom size specifications at the point of order, IAM Store was unable to cater to buyers who required a bespoke fit — a particularly important gap for a brand whose core promise is about how garments feel and fit on the body.
Objectives
IAM Store approached Shopaccino with a multi-layered brief: build a brand-owned digital commerce presence that could communicate a novel product concept compellingly, serve a diverse domestic and international audience, and support the operational needs of a growing fashion brand. Their core objectives were:
- Establish a premium, brand-owned D2C storefront capable of telling the D'coat story through immersive content including video.
- Launch dedicated iOS and Android mobile apps to capture and serve mobile-first buyers.
- Enable structured colour variant display and smart filtering for an intuitive, discovery-led shopping experience.
- Automate abandoned cart recovery to recapture high-intent buyers who did not complete their purchase.
- Unlock international sales through multi-currency support, enabling the brand to serve a global audience.
- Establish real-time customer communication via WhatsApp for order and delivery updates.
- Automate product syndication to Google and Meta for efficient, accurate paid and social commerce.
- Enable automatic delivery tracking to reduce manual support queries and improve post-purchase satisfaction.
- Capture custom size specifications through a structured form to serve buyers outside standard sizing.
Solution Provided by Shopaccino
Shopaccino deployed a comprehensive, multi-channel ecommerce solution for IAM Store - combining a conversion-optimised web storefront, native mobile apps, and a powerful ecosystem of integrated apps and tools, each selected to address a specific business challenge.
a. Platform Implementation
A fully customised Shopaccino-powered web storefront was built for IAM Store with a professional, fashion-forward theme designed to reflect the brand's innovative identity. The storefront was built with embedded video capability at its core, allowing IAM Store to showcase the D'coat - and the broader product range - in motion. High-quality video on the product and brand pages communicates the innovation in a way that static imagery cannot, establishing an immediate and compelling brand impression.
The UX was structured around the fashion-buying journey - from brand discovery through to confident purchase - with visual hierarchy, product presentation, and checkout flow all optimised for conversion. The platform was architected to support a large and growing catalogue with variant-rich products, international buyers, and multiple sales channels operating simultaneously.
b. Features Used
Native Mobile App (iOS and Android)
Shopaccino's Mobile App solution gave IAM Store a dedicated, branded shopping experience on both iOS and Android. The app delivers a faster, more intuitive mobile shopping experience than a browser-based store - with push notifications, a streamlined checkout, and the ability to engage buyers where they spend most of their time. For a brand targeting style-conscious, digitally native women, a mobile app is not an optional add-on; it is a core channel.
Colour Variants
Shopaccino's Colour Variants feature gave IAM Store the ability to consolidate all colour options for a product onto a single, structured product page. Customers select a colour swatch and the product imagery updates in real time - giving them an immediate, accurate preview of their choice without navigating away. This resolved both the customer experience gap (fragmented, confusing browsing) and the operational burden (maintaining duplicate listings for every colour variation).
Filters
Smart, multi-attribute filtering was introduced across IAM Store's product listings, enabling shoppers to narrow the catalogue by colour, category, price range, and other relevant attributes. As the range expands, filters ensure that discoverability scales alongside the catalogue - so that a larger assortment continues to feel navigable rather than overwhelming.
Abandoned Cart Notifications
Shopaccino's Automated Abandoned Cart Notifications feature re-engages buyers who reached the cart stage but did not complete their purchase. Triggered automatically, these notifications remind buyers of what they left behind and bring them back to complete the transaction - recovering revenue that would otherwise be lost without any manual intervention from the IAM Store team.
Multi-currency
Shopaccino's global commerce capability enabled IAM Store to accept payments in multiple currencies, removing the single biggest barrier to international sales. International buyers can now browse, add to cart, and check out in their local currency - a seamless experience that reflects the global ambitions of a brand whose hero product is gaining recognition well beyond India.
Custom Size Specification Form
A structured form integrated into the ordering journey allows customers with non-standard measurements to specify their exact size requirements at the point of purchase. This gave IAM Store the ability to serve a bespoke segment without adding manual overhead - capturing custom orders cleanly and passing accurate specifications to the team for fulfilment.
c. Integrations
Integration with Interakt enabled automated WhatsApp order and delivery notifications, keeping customers informed at every stage of their post-purchase journey. Real-time updates via WhatsApp - a channel Indian consumers engage with actively - reduced inbound support queries and delivered a post-purchase experience consistent with the brand's quality positioning.
Integration with Google Merchant Center automated the syndication of IAM Store's product catalogue to Google Shopping. Products are listed accurately and kept in sync without manual feed management - enabling IAM Store to run Google Shopping campaigns with a clean, reliable product data foundation.
Automated Meta catalogue synchronisation ensured IAM Store's product inventory is always accurately reflected across Facebook and Instagram commerce surfaces and advertising campaigns. With a live product feed, the team can run dynamic product ads and catalogue-based campaigns without the risk of advertising products that are out of stock or incorrectly priced.
A full suite of domestic and international payment gateway integrations was set up, supporting UPI, net banking, debit and credit cards, and wallet payments for domestic buyers, alongside international card and payment options for global customers. Every buyer segment has a familiar, trusted payment path to completion.
Shopaccino's shipping integrations connected IAM Store to domestic and international logistics partners, with automated delivery status tracking enabled end-to-end. Customers can self-serve their delivery status, and the team is freed from handling routine tracking enquiries manually.
Execution Strategy
The implementation was structured in carefully planned phases, beginning with a full scoping exercise to map IAM Store's product range, variant architecture, international requirements, and integration dependencies before any build began.
The storefront was designed with the embedded video experience as a central consideration — product pages, the homepage, and key brand sections were all laid out to accommodate video content that communicates the D’coat’s innovation effectively. Colour variant configurations were set up with matched image sets for every swatch, ensuring visual accuracy across the range. Filter taxonomies were built to reflect how IAM Store’s buyers actually shop — intuitive category, colour, and price structures that scale as the range grows.
The mobile app was built in parallel with the web storefront, ensuring feature parity and a consistent brand experience across both channels from launch. Integrations with Interakt, Google Merchant Center, Meta, and logistics and payment partners were configured, tested, and validated before go-live. The custom size form was embedded within the ordering flow in a way that felt natural and unobtrusive for buyers who needed it, and invisible to those who didn't.
The store launched with SEO foundations in place - clean URL architecture, structured product data, optimised metadata, and category-level keyword targeting aligned with the way buyers search for innovative ethnic fashion and the D'coat specifically.
Results
Shopaccino's platform and app ecosystem addressed every significant gap in IAM Store's pre-existing digital commerce capability. The impact spans the customer experience, brand positioning, operational efficiency, and the brand's reach both domestically and internationally.
A Brand Presence Worthy of a Category-Defining Innovation
The embedded video storefront gave IAM Store the ability to present the D'coat the way it deserves to be seen - in motion, in context, on real women. This is the single most powerful tool available for communicating a product whose value is experiential. The result is a storefront that does not merely list products but tells a brand story, building trust and aspiration in equal measure.
Brand impact: IAM Store now has a digital presence that is commensurate with the innovation behind the D'coat - professional, immersive, and compelling enough to establish credibility with first-time buyers instantly.
Global Recognition for the D'coat
Multi-currency support, international payment gateways, and international shipping integrations removed every structural barrier to cross-border sales. The D'coat - a product with genuine global appeal among women who wear sarees and ethnic wear across the Indian diaspora and beyond - is now accessible to international buyers in their own currency, through a checkout experience that feels local.
Global impact: The D'coat is no longer a domestic product. It is gaining international recognition as a category innovation, and Shopaccino's global commerce infrastructure is what made that transition operationally possible.
Discovery-Led Shopping Through Variants and Filters
Colour Variants and Filters together transformed IAM Store's catalogue from a static grid into a dynamic, explorable shopping environment. Customers can now see every colour option for a product on one page, select their preference with a swatch click, and use filters to reach the right product type within seconds. The browsing experience now matches the intentionality and quality of the products themselves.
Customer experience impact: Buyers arrive with intent and leave with confidence. The gap between discovery and purchase is shorter, and the journey in between is more engaging - directly supporting conversion across a growing catalogue.
Mobile-First Buyers Served with a Purpose-Built App
The IAM Store mobile app on iOS and Android gave the brand a direct, persistent presence on the devices their customers use most. Push notifications, faster load times, and a purpose-built mobile UX mean that mobile buyers are no longer navigating a browser-based experience optimised for a different screen. The app is a channel in its own right, driving engagement, repeat visits, and purchases from a buyer segment that is only growing in size and commercial significance.
Mobile impact: IAM Store now has a dedicated channel for mobile-first shoppers - improving engagement, enabling push-based re-engagement, and delivering a shopping experience that reflects the brand's commitment to quality at every touchpoint.
Recovered Revenue Through Abandoned Cart Automation
Automated abandoned cart notifications systematically re-engage buyers who expressed strong purchase intent but did not complete their transaction. Every recovery is revenue that would otherwise have been lost permanently. More significantly, the mechanism operates without any manual effort from the team - it runs continuously in the background, recovering orders around the clock.
Revenue impact: Abandoned cart notifications turned a passive loss into an active recovery system - consistently converting high-intent buyers who previously fell through the gap between browsing and buying.
Stronger Marketing Reach via Google and Meta
Google Merchant Center integration and Meta catalogue sync gave IAM Store access to two of the highest-performing paid commerce channels available - with product data that is always accurate, always current, and requires no manual feed management. Campaigns run on a reliable foundation, products are visible to buyers actively searching for similar items on Google Shopping, and dynamic product ads on Meta can reach relevant audiences with personalised product recommendations at scale.
Marketing impact: IAM Store's products now appear where high-intent buyers are actively looking - on Google Search and Shopping, and across Meta's social surfaces - with a live, accurate catalogue that maximises campaign effectiveness.
Seamless Post-Purchase Experience via WhatsApp and Auto Tracking
Automated WhatsApp order and delivery notifications, combined with self-serve delivery tracking, transformed IAM Store's post-purchase experience from a black box into a transparent, reassuring journey. Customers know when their order is confirmed, dispatched, and delivered - without needing to contact the team. The result is a reduction in support queries, a better customer experience, and a brand that signals professionalism at every stage of the transaction.
Operational impact: The team is freed from routine post-purchase enquiries, and customers receive the kind of clear, timely communication that builds loyalty and encourages repeat purchase.
Bespoke Sizing - An Inclusive Offering
The custom size specification form gave IAM Store the ability to serve a buyer segment that many fashion brands overlook: women who require a fit that standard sizes do not accommodate. For a brand whose core promise is about how clothing feels and fits, this is not a peripheral feature - it is a reflection of the brand's values. Custom orders are captured cleanly, specifications are passed accurately to the team, and buyers who might otherwise have been excluded can now shop with confidence.
Inclusivity impact: IAM Store can now serve every woman, regardless of size - reinforcing the brand's commitment to accessible, innovative fashion and opening a loyal, underserved buyer segment.
Impact at a Glance
“Shopaccino didn't just give us a website - they gave us a platform to build a brand. The video storefront lets us show our customers exactly what the D'coat does and why it's different. The mobile app, the WhatsApp updates, the global payments - everything works together. We're now reaching customers we never could before, and the feedback from international buyers has been incredible. It genuinely feels like a platform built for what we were trying to do.”
Highlights
Shopaccino's embedded video storefront gave IAM Store the ability to communicate the D'coat's innovation compellingly - a brand-building tool that static imagery alone cannot replicate.
Multi-currency and international payment support transformed a domestic brand into a globally accessible one, giving the D'coat the international reach its innovation deserves.
Colour Variants and Filters deliver a modern, choice-enabling shopping experience - resolving catalogue fragmentation, improving discoverability, and supporting conversion across a growing range.
The IAM Store mobile app serves a mobile-first audience through a dedicated, branded channel - improving engagement, repeat visits, and the overall purchase experience.
Automated abandoned cart notifications and WhatsApp communications run continuously in the background, recovering revenue and building customer trust without adding to team workload.
Google Merchant Center and Meta catalogue sync give IAM Store always-accurate product feeds across the two highest-performing paid commerce channels, enabling effective campaigns at scale.
The custom size form ensures no buyer is left behind - expanding inclusivity and capturing a loyal, underserved segment without manual effort.
Future Plans
IAM Store has built a strong and scalable digital commerce foundation with Shopaccino - one that is already delivering results across domestic and international markets. The infrastructure in place today is designed to grow with the brand: more products, more colours, more markets, more channels.
As the D'coat continues to gain global recognition - particularly among the Indian diaspora and international buyers drawn to modern ethnic fashion - IAM Store is well-positioned to deepen its international presence, expand its marketing reach, and launch new product categories on a platform that can handle the scale. The Shopaccino ecosystem continues to evolve, offering additional automation, analytics, and growth tools that IAM Store can activate as the business demands.
Ms. Dolly Jain's vision - to make innovative dressing accessible, aspirational, and global - has a platform equal to its ambition.
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