Fabcio E-Commerce Digital Transformation

Fabcio generated most of its sales through marketplaces. High commissions, the brand’s inability to own its customer data, and reliance on marketplace rules for campaign planning were limiting growth. The existing website did little more than display a catalog, while payment and shipping processes were handled manually.

The goal was clear: build the brand’s own direct sales channel; manage marketplace, shipping, and invoicing workflows from a single panel; and do so with a custom platform shaped around the brand’s growth plans, rather than an off-the-shelf solution.

Instead of using a ready-made e-commerce package, we chose a custom MVC platform that could be expanded to meet the brand’s needs. We established three principles:

• A fast, mobile-first, SEO-friendly storefront: customers should see the page in under 2.5 seconds, and Google should index products correctly.
• All operations in one panel: products, orders, inventory, invoices, shipping, campaigns, and content — no process should depend on a spreadsheet outside the site.
• An engagement layer that drives sales: modules such as a prize wheel, guest checkout, newsletters, and a service desk to convert customers and bring them back.

We built a lightweight MVC + AJAX architecture on PHP 8, with no framework dependencies. All interactions (cart, coupon, address, and forms) work without page reloads, while server-side rendering preserves SEO and speed.

Key components:

• Admin-managed storefront: all homepage content, including the hero banner, scrolling announcements, “Why Fabcio” section, and brand strips, can be updated without changing code.
• 3D Secure payments, a Turkish ID number / individual and corporate invoicing model, and e-invoicing workflows.
• Prapazar integration to consolidate marketplace orders in one panel, plus direct delivery status tracking with DHL and MNG.
• Prize Wheel: a campaign module that boosts conversions with interest-free installments, coupons, and spin-again rewards.
• Guest checkout with the option to link an account later, a seven-stage after-sales service desk, and scheduled newsletter sends.

The project went live in stages without taking the site offline. First, we launched the core platform and storefront, followed by the cart and customer account, and finally the payment and marketplace integrations, each with a separate test plan. At every step, old URLs were redirected to the new structure with 301 redirects, preserving pages already indexed by Google.

Automated tests were run for each release (price and coupon calculations, cart totals, API response envelopes, and authorization checks); visual checks were performed on desktop and mobile; and performance metrics (LCP, CLS, and page weight) were recorded. Admin modules were refined based on feedback as they were rolled out to the team.

Fabcio now sells through its own website using its own customer data. Orders, invoices, shipping, and marketplace workflows are managed from a single panel, while the team manages content and campaigns without software support. An SEO-friendly platform built for growth is now in place.