The tensile behaviour of textile reinforced mortar (TRM) is sensitive to the adopted matrix, textile, and their interfacial bonding. The matrix-textile bond varies with the nature of the adopted textile. In this study, the influence of textile crimp and orientation on the tensile and cracking responses of cement matrix-based TRM was studied for coated and noncoated (uncoated) carbon textiles using digital image correlation. This study also examined the behaviour of a hybrid TRM incorporating layers of coated and noncoated carbon. The results showed that the presence of load-aligned crimped yarns influenced the deformation, damage mode, cracking evolution, and crack opening of the TRMs. Finally, based on the observed deformations of the load-oriented crimped-yarn TRMs, a simple modification term for the second phase strains of the ACK model was proposed based on the textile geometry. The modified term produced strain values within 9.7-15% of the experimental strain.