Finding shoppers styles that fit was an issue solved long ago, or at least addressed, by store fitting rooms. But with e-commerce only continuing to solidify its place as the preferred channel for shoppers coming out of a pandemic, size has once again become the elephant in the room – or, perhaps more accurately, consumers simply not knowing what size to order has become the elephant in the room.
One of the most problematic issues inconsistent sizing causes online is retailers suffering a massive rise in return rates. In addition to receiving many returns from unsatisfied customers who ordered a size that did not fit properly, returns are also common from customers who practice bracketing, or buying two or more sizes of an item to ensure a proper fit by mimicking the in-store try-on experience. Though even if the shopper finds an item in the order to fit well, the best-case scenario for a bracketing shopper still ends with a return. Nearly half the time, customers who don’t find the right fit the first time won’t return to a retailer—ever.
“We’re obsessed with fit,” said Christian Ruth, Founder and Chief Executive Officer at MySureFit. “We want to save brands and retailers and

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