Fabstouch

Overview

Fabstouch is a science backed skincare brand that also formulates for other cosmetic brands and trains new formulators at Fabstouch Academy. We built the online store where customers in Nigeria and abroad buy its products, the admin that runs it, and the sales funnel that turns Meta and TikTok ads into training registrations. We have worked with Fabstouch since 2023 and are building its next version with automation and AI.

The challenge

Like many fast growing beauty brands, Fabstouch sold through Instagram, TikTok and WhatsApp. Customers asked for prices in the DMs, orders came in as chat messages, and the team's three WhatsApp lines were always busy.

Orders lived in chats. Every sale meant answering the same questions about price, stock and delivery by hand.

Customers abroad were hard to serve. Buyers in the UK, US, Ghana and francophone Africa wanted to pay in their own currency.

A big catalogue with no home. Soaps, serums, sunscreens, supplements, kits, wholesale packs and clothing needed to be easy to browse and filter.

Training leads slipped away. Ads for the formulation training sent people to DMs, where many asked a question and disappeared.

No view of the pipeline. The team couldn't see how many people had applied, who was serious, or who had paid.

The goal was a store that sells around the clock to customers anywhere, and a funnel that captures every training lead and moves it to payment.

Our approach

1. We built the store around the catalogue. Fourteen categories, from soaps and serums to wholesale and Fabstouch clothing, with search and filters for price, category, colour and brand, plus New Arrivals and Top Ranking sections on the homepage.

2. We let customers pay in their own currency. Shoppers switch between Naira, US dollars, pounds, euros, CFA and cedis, so a buyer in London or Accra sees prices they understand.

3. We moved orders out of WhatsApp. Customers create an account, add to cart, check out, and get order updates by email and in their order history. WhatsApp stays for support, not order taking.

4. We gave the team a proper admin. Products, prices, categories, stock and orders are managed in one place, so new arrivals go live without a developer.

5. We built a funnel for the training. Meta and TikTok ads land on a focused page for the Certification in Cosmetic Formulation, with tuition options, instalment plans, video testimonials and a live seat counter. Visitors fill a one minute form in a popup or at the end of the page.

6. We qualified leads automatically. Every lead gets a branded email from "Fabstouch Training" with a link to a short questionnaire that saves as they type. The leads admin shows one row per person, flags repeat submissions, lets the team change status and add comments, and tracks daily, weekly and monthly numbers.

7. We kept going. We maintain the store and funnel and are now building the next version with automation and AI.

The outcome

Fabstouch now sells online to customers in Nigeria and abroad, and its training enrolment runs through a funnel instead of the DMs.

A store that never closes. Customers browse, filter and buy any time, without waiting for a reply.

Six currencies. Buyers outside Nigeria see and pay prices in their own currency.

Orders out of the chats. Order emails and history replace back and forth on WhatsApp.

Every training lead captured. Ad traffic becomes a named lead with a phone number, an email and a completed questionnaire.

A pipeline the team can see. Status, comments and daily, weekly and monthly stats show exactly where each batch stands.

Key features delivered

Store (fabstouch.com)

• 14 product categories, including wholesale and Fabstouch clothing

• Search and filters for price, category, colour and brand

• New Arrivals and Top Ranking sections

• Prices in NGN, USD, GBP, EUR, CFA and cedis

• Customer accounts, cart and checkout

• Order confirmation emails, order history and status updates

• WhatsApp support buttons for the sales team

• Store admin for products, categories, prices, stock and orders

Training funnel (ads.fabstouch.com)

• Landing page built for Meta and TikTok ad traffic

• Lead form in a popup and at the end of the page

• Branded follow up emails from "Fabstouch Training"

• Questionnaire that saves as the applicant types

• Tuition options, instalment plan and live seat counter

• Leads admin with one row per email, repeat submission badges, status and comments

• Daily, weekly and monthly statistics

Ongoing

• Maintenance and updates

• New version with automation and AI in progress

Frequently asked questions

Who built the Fabstouch website? The Fabstouch online store and the Fabstouch Academy training funnel were built by Soft-Web Digital, a Lagos based software development and automation company. We have worked with Fabstouch since 2023 and maintain both today.

Can a Nigerian online store accept payment in dollars and pounds? Yes. The Fabstouch store shows prices in Naira, US dollars, pounds, euros, CFA and cedis, so customers abroad can shop in their own currency. Which currencies you can collect depends on your payment provider.

How do I turn Instagram and TikTok ads into leads for my training or course? Send the ads to a focused landing page with one action, like a short form, instead of your DMs. Then follow up automatically by email and track every lead in an admin, the way we did for Fabstouch Academy.

Can Soft-Web Digital build an online store or sales funnel for my beauty brand? Yes. We build ecommerce stores, landing pages and admin dashboards for beauty, skincare and fashion brands. Request a quote or book a free strategy session at softwebdigital.com.

How much does a skincare ecommerce website cost in Nigeria? It depends on your catalogue size, currencies, payment options and admin features. A focused store can launch in weeks, and we share a clear quote after a short discovery call.

Still taking orders and training registrations in your DMs? We'll help you build a store and a funnel that sell while you sleep. Request a Quote or book a Free Strategy Session and let's talk.