With Internet Commerce growing by leaps and bounds, pretty much every retailer wants to sell products via internet. Although e-commerce is best way to grow your customer base and reduce the overheads that in otherwise retail store setting can be a big deterrent for a business, e-commerce in itself presents a challenge to some types of retailers. I cannot speak for all the types of retail businesses but particularly fabric businesses like scarves and shawls made of fine wool like Cashmere. As we all know, Cashmere is a wool obtained by combing a mountain goat which is then spun into threads and dyed before it is woven or knitted into fabrics. The feel of cashmere is what it makes the cashmere products sell.
On internet, one can see a lot of variety of fabric products but getting a feel of product is impossible unless the retailer in some way can make the samples available to the buyers without charging any significant amount. There may be a return policy in place and most online retailers do honor the policy. However the hassle of ordering a product like a Cashmere scarf by looking through the product online and then finding it not to be of the quality you are used to and having to return it, is a big deterrent in the entire ordering process for the buyer.

Another issue on ordering a fabric online is the color. The limitation of computer monitor's color scheme allows the user to view products only in certain hues and saturation levels. To complicate the situation further each computer type has its own resolution setting and capability that allows its user to see a color in a particular shade only. For example, a blue color fabric will look quite different on a New Sony Vaio computer than on a older model dell computer.

How do the online retailers of fabric based products conduct their business fairly given such technology limitations on colors and virtual limitations on product feel. I guess this problem is intrinsic to all such products fabric and otherwise, however I am no expert in all products except fabrics so will reserve my views on all other products.

One way to fairly conduct fabric based online business like cashmere scarves or shawls is to build trust among clients. In my view this is the best way to organically grow your fabric business on line. Please feel free to comment if you have better ideas or differ from my view.

In order to build trust lets compare the online business with retail brick and mortar (physical store) fabric business. In a brick and mortar fabric business users get to feel the product before deciding to buy it. To replicate the same feel the online fabric retailers should provide an opportunity for the buyers to order a swatch of the products buyers are interested in. Although it may seem a lot of work on the sellers side and cost for buyers side, if we see carefully, there is a give and take in this approach and neither side should feel the overhead. While the retailer is saving on the overhead by selling online, it should be willing to provide the swatches material for free and also since the buyer is able to buy products sitting cozily at their computer their should be willing to pay the handling fees for the swatches This way both buyer and sellers help each other and replicate the feel approach of brick and mortar business.

Now the color problem. To replicate the color checking advantage of the brick and mortar fabric business to online, the online retailer should show the product in various lighting conditions - daylight, fluorescent light, yellow light etc. The retailer should also include comparisons to some commonly available natural products to explain what a color looks like. For example a brown color can be compared with a Hershey's chocolate brand and a blue color can be compared with a color of blue topaz. This gives buyers a comfort feel on how a product will look like.
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