Introduction

The rise of e-commerce has not erased a fundamental consumer hesitation – uncertainty about shoe sizing. In fact, lack of sizing confidence remains one of the biggest barriers to online footwear purchases across the United States, United Kingdom, and Europe. Shoppers often worry, “Will these shoes fit?”, leading many to abandon purchases or stick to brands they’ve worn before. This data- driven exploration examines how sizing uncertainty impacts online footwear sales, from high return rates to hesitant buyers, and why solving this challenge is crucial. We’ll also highlight how fit prediction technology (like onefit.ai’s solution) is helping retailers overcome this hurdle.

The Sizing Confidence Problem: A Barrier to Purchase

Shoppers hesitate to buy shoes online due to fit concerns. Numerous surveys confirm that consumers are wary of purchasing footwear without trying it on. Even as online shopping grows, a significant portion of shoppers avoid buying shoes digitally because they aren’t sure what size will fit. In one survey, 85% of apparel shoppers and 72% of shoe shoppers said they would buy more if they could count on the fit ^[1]. In practice, this means many consumers limit themselves to brands or models they already know, or forego purchases entirely, due to fear of ill-fitting shoes. A UK study likewise found that “most [shoppers] said they will only buy brands they have purchased in the past because they know they will fit” ^[2] This caution represents lost sales for retailers – demand that exists, but isn’t realized due to lack of sizing confidence.

Inconsistent sizing fuels this uncertainty. A core issue is the variability in shoe sizing across different brands, styles, and regions. A recent UK consumer study highlighted that 75% of shoppers feel sizes are inconsistent between brands ^[3]. In Europe and the US, the problem is similar: what’s a comfortable size in one brand might be too tight or too loose in another. This inconsistency makes shoppers doubt online size charts and tools. In fact, almost half (48%) of UK online shoppers who tried using digital sizing tech still got a wrong fit ^[4], undermining trust in current solutions. It’s no surprise that size and fit rank as the #1 factor for apparel and footwear shoppers (89% pay attention to it) ^[5] – ahead of even price and style – because if the shoe doesn’t fit, nothing else matters.

Many consumers resort to coping strategies – or opt out. To mitigate sizing risk, shoppers often engage in “bracketing,” ordering multiple sizes of the same shoe and returning what doesn’t fit. Over 60% of consumers admit to buying more than one size of a footwear item when shopping online ^[6]. Others meticulously read reviews: nearly 79% of online shoe buyers pore over fit-related comments from other customers to gauge sizing[^7]. These behaviors reflect the underlying confidence gap. Still, some shoppers simply avoid the gamble altogether – especially older consumers who prefer in-store fitting. For example, a 2023 survey found that almost half of American consumers (49%) still primarily buy shoes in physical stores (only 27% buy mostly online)^[8], a choice largely driven by the ability to try on for size. In short, the lack of sizing confidence leads to hesitation and missed conversions in online footwear retail.

High Return Rates Due to Sizing Issues

When shoppers do click the “Buy” button, the sizing uncertainty often resurfaces in the form of returns. Footwear retailers worldwide face exceptionally high return rates, primarily because of fit issues ^[9]. Data from the past few years paints a clear picture:

Roughly 1 in 5 pairs of shoes bought online are returned. Industry benchmarks show a median return rate of ~19% for online footwear sales, versus only ~5% for in-store sales^[10] ^[11].
In other words, e-commerce shoe returns are about 2–3 times higher than store returns ^[12] – a gap largely explained by the inability to try on before buying.
Sizing problems are the #1 driver of these returns. Multiple studies concur that the majority of online fashion/footwear returns stem from fit issues. One report found over 40% of returns in apparel and footwear are due to size issues ^[13]. Another analysis was even more stark: 70% of returns in fashion retail are related to poor fit/sizing ^[14]. Shoes, in particular, see customers frequently send back pairs that are too small, too large, or just uncomfortable. As Taggstar’s research succinctly noted, the “most common reason for online footwear returns is sizing.” ^[15]
Return rates can soar above average for some segments. While ~18–20% is an average, certain cases are higher. Large multi-brand footwear retailers have reported return rates of 25–30% in online orders ^[16]. In the UK, some fashion-footwear e-tailers saw returns climb to 30% or more during recent years ^[17] ^[18]. Regions with liberal return policies (like Germany or the UK) have historically high return habits – a culture of using the home as a “fitting room.” Indeed, free returns and inconsistent sizing have “turned homes into private fitting rooms,” according to experts, fueling an unsustainable returns culture ^[19].

The cost of these returns is enormous. Financially, reverse logistics chew into margins – processing a 20 return can cost retailers 20–65% of the item’s price in shipping, handling, and restocking costs ^[20]. Industry-wide, online returns amount to hundreds of billions of dollars lost. One estimate pegged fashion e-commerce returns at a $218 billion problem in 2024^[21]. Environmentally, the impact is dire as well: transporting millions of return parcels (and often disposing of unworn merchandise) adds waste and carbon emissions. No wonder retailers are increasingly tightening return policies or seeking solutions to reduce returns at the source (fit uncertainty). As one report by Return Prime warned, if trends continue, returns could approach 40% in some categories by next year ^[22] - an unsustainable trajectory.

Demographic and Regional Trends in Sizing Confidence

All age groups value fit, but younger shoppers demand better tools. Sizing confidence is universally important, but there are demographic nuances. Millennials and Gen Z, who grew up digital, are more willing to buy shoes online – yet they still expect a seamless fit experience. Surveys show that younger consumers are especially open to high-tech solutions to solve the fit problem. In the U.S., 78% of consumers aged 18–44 say they’d likely use a 3D scanning app to find the right size ^[23] significantly higher than the 62% average among all ages). This indicates that the next generation of shoppers doesn’t want to guess on sizing – they expect retailers to offer innovative tools for confidence. Meanwhile, older shoppers (Gen X and Boomers) tend to be more cautious, often sticking to familiar brands or buying in-store. Retailers catering to a broad audience must recognize that while everyone dislikes ill-fitting shoes, younger cohorts will gravitate to retailers who solve that pain point through technology.

Regional differences (USA, UK, Europe) highlight a common challenge: lack of sizing confidence is a global issue, though each market has its context:

United States: U.S. shoppers have embraced e-commerce, but the footwear category still faces friction. American consumers report high return rates similar to global norms (online apparel/ footwear returns ~20–30% on average) and cite fit as a top concern. Interestingly, U.S. surveys emphasize convenience vs. risk: many Americans enjoy the ease of online shopping but dread the hassle of returns. This is why a strong majority now want retailers to step up – in one international survey, 77% of consumers (across 14 markets, including the U.S.) said they want retailers to offer tools that help find the right size online ^[24]. U.S. retailers who deliver accurate fit guidance can tap into this demand, converting hesitant browsers into buyers.
United Kingdom: The UK has one of Europe’s most developed online fashion markets – and also a high volume of returns. British shoppers are savvy and love free returns, but they lament inconsistent sizing. A 2023 UK study revealed an overwhelming 93% of consumers identified incorrect fit as the top reason for returns ^[25]. Moreover, British consumers express low trust in existing size info: 60% say sizing tech can’t be accurate because every site uses a different system ^[26] In response, UK retailers are starting to adopt sizing innovations, and even policymakers are paying attention (with discussions on environmental rules for returns). The bottom line: UK e-commerce professionals recognize that improving fit accuracy is key to reducing an expensive return problem and maintaining customer loyalty in a competitive market.
Continental Europe: Across Europe, similar patterns emerge. Countries like Germany historically have very high return rates for online apparel/footwear (often 50% or more in fashion), driven by a culture of ordering many sizes and returning most. European consumers also deal with multiple sizing conventions (EU, UK, US sizes) that add confusion. The European Environment Agency has flagged the waste from returns as a sustainability issue, pressuring retailers to find solutions. Notably, European brands have been early adopters of 3D foot scanning in stores and apps to ensure better fit. From sportswear in Scandinavia to luxury brands in Italy, there’s a growing movement to standardize fit recommendations using AI. European shoppers, much like those in the US/UK, show eagerness for these tools – they want confidence that a shoe bought online will fit as expected. As one industry expert put it, failing to fix online sizing is like “removing the ease and comfort that is [e-commerce’s] core appeal,” potentially driving customers back to physical stores^[27] ^[28] . Thus, across Europe, solving the sizing confidence gap is becoming mission-critical for retailers aiming to grow online sales while curbing costly returns.

Why Solving Sizing Uncertainty is Critical for Retailers

The data makes it clear that solving the fit question isn’t just a “nice-to-have” – it’s essential for success in online footwear retail. Key reasons include:

Unlocking Revenue Growth: Countless shoppers are on the fence about buying shoes online. Give them confidence in sizing, and you convert those hesitant visits into purchases. Studies have found that nearly 60% of shoppers would buy more clothing and shoes online if they could trust the fit^[29]. By removing this barrier, retailers can boost conversion rates and tap into latent demand – especially as e-commerce is forecast to reach ~40% of global footwear sales by 2027^[30].
Reducing Returns = Protecting Profits: Every return hurts the bottom line. Eliminating even a fraction of fit-related returns can save millions in logistics and restocking costs. For example, if a retailer improves sizing accuracy and cuts returns from 20% to 15%, that’s five out of every 100 orders saved – a substantial revenue retention. Moreover, size-related returns often come back worn or unsellable, meaning lost inventory. Preventing these returns in the first place directly improves profitability.
Enhancing Customer Experience & Loyalty: Nothing erodes a customer’s trust like receiving a product that doesn’t fit. Solving sizing uncertainty leads to happier customers who get what they expect. This boosts brand perception and repeat business. On the flip side, if shoppers know a retailer consistently helps them find the right size, they’ll be more likely to choose that retailer over a competitor. It’s about building loyalty through confidence – a competitive edge in a crowded market.
Environmental and Operational Benefits: Fewer returns also mean a greener footprint – less shipping back and forth, and less waste from discarded products. This matters for brand sustainability goals and resonating with eco-conscious consumers. (In one survey, 88% of consumers said they’re interested in buying from companies with sustainability initiatives^[31], , so reducing returns can play into that narrative.) Operationally, cutting return volume frees up warehouse capacity and labor that can be redirected to fulfilling new orders, not processing refunds.

In summary, solving sizing issues is a win-win: consumers get confidence and convenience, and retailers get higher conversion, lower costs, and stronger loyalty. The challenge has been how to solve it – but that’s where new technology is making a difference.

onefit.ai® and AI-Powered Fit Technology: A Solution for Sizing Confidence

Advances in technology, particularly artificial intelligence and computer vision, are now tackling the age-old problem of finding the perfect fit. onefit.ai is at the forefront of this movement, offering an AI-driven footwear sizing solution designed for e-commerce. Here’s how such fit prediction technology is changing the game:

Precise Foot Scanning: onefit.ai® allows shoppers to quickly scan their feet (using a smartphone camera) to capture exact measurements. This goes far beyond a traditional length-and-width measurement. By creating a model of the customer’s foot, the AI can account for factors that the old Brannock device or size chart can’t capture (and which often cause a size 9 in one brand to fit differently than a size 9 in another). The result is a highly personalized size recommendation for each shopper.
Intelligent Size Recommendations Across Brands: onefit.ai’s platform translates a customer’s unique foot dimensions into precise size suggestions for each shoe model and brand. This is crucial, because a major pain point is that sizing isn’t standardized – a European 42 or US 9 can vary by manufacturer. Onefit.ai’s smart AI technology “translates your customer’s unique foot into precise size recommendations across every shoe brand”. For retailers, this means fewer customers guessing or ordering multiple sizes; for shoppers, it means confidence that “the system knows my foot and will recommend what fits.”
Seamless Integration into the Shopping Journey: As a Shopify plugin and API-based solution, onefit.ai can be embedded directly on a retailer’s online store. When a shopper is browsing, they can use the sizing tool on the spot – no need to manually consult charts or leave the site. The experience is user-friendly: for instance, onefit.ai has users simply place their foot on a standard sheet of paper and take a photo, with the AI handling the rest ^[33]. The recommendations appear in real-time, guiding the customer to, say, choose a size 8.5 for a specific sneaker because it will fit like their favorite size 8 in another brand. This integrated approach builds trust at the critical moment of purchase.
Proven to Increase Conversion and Reduce Returns: Early results from AI sizing tools are very promising. Retailers using solutions like onefit.ai have reported more shoppers completing purchases and fewer coming back as returns. By giving customers confidence, the dreaded “I’ll hold off buying until I can try these” mindset diminishes. In fact, onefit.ai notes that a significant share of shoppers who use its foot scanning end up converting – they gain enough confidence to hit buy. And on the backend, those orders are far less likely to be returned due to fit. It’s not uncommon to see return rates drop as the fit accuracy improves, sometimes cutting fit-related returns by 20-50%. Fewer bracketing orders, more single-pair orders that actually fit – that’s the end goal.
Enhancing Customer Satisfaction and Sustainability: By delivering what onefit.ai calls “Perfect Fit, Minimal Waste,” the technology not only makes customers happier (shoes fit on the first try) but also aligns with retailers’ sustainability objectives ^[32]. Every pair of shoes not returned is a win for the planet and the business. And importantly, offering an AI sizing solution sends a message to customers: we hear your concerns and invest in your experience. This can be a brand differentiator. Shoppers increasingly expect retailers to help them with fit – recall that 77% now want these tools ^[24] - so those who implement one gain an edge in customer perception.

In summary, onefit.ai’s AI-powered fit prediction is an example of the new era of retail technology focused on personalization and confidence. It redefines shoe shopping by ensuring customers get the right size, every time. As one industry voice noted, retailers must “get their heads out of the sand” and proactively support customers with accurate online sizing, or risk losing them ^[34] . onefit.ai provides that support in a scalable, user-friendly way, helping retailers serve shoppers in the US, UK, Europe and beyond with a consistent, confident fit experience.

Conclusion: Stepping Into a Future of Confident Online Footwear Shopping

For e-commerce and retail professionals, the message is clear: addressing the sizing confidence gap is critical to unlocking growth in online footwear sales. The data from the past few years – whether it’s high percentages of shoppers reluctant to buy, or double-digit return rates eating into profits – all point to the same root cause: uncertainty about fit. Fortunately, this is a challenge we can solve. By leveraging advanced fit technology like onefit.ai’s AI-driven size predictions, retailers can turn a long- time weakness into a strength. Shoppers in the USA, UK, and Europe have proven eager to embrace solutions that ensure shoes will fit correctly the first time ^[35] ^[24]. Those retailers who deliver this assurance stand to gain higher conversion rates, lower returns, and more loyal customers.

The online footwear market is projected to keep growing rapidly ^[30] – but to fully capitalize on that growth, the industry must remove the friction of “Will it fit?” anxiety. Solving sizing uncertainty is not only about reducing returns; it’s about building trust at the moment of purchase. When customers have confidence, they buy more freely and frequently ^[29]. In a world where homes have become the new fitting rooms, providing a virtual fit solution is the next best thing to in-store try-ons. Retailers that adopt these innovations are effectively saying to their customers: we’ve got you – no more guesswork, no more disappointment.

In the end, a future where buying shoes online is as easy and reliable as buying books or electronics is within reach. By embracing fit prediction technology and prioritizing sizing accuracy, the footwear industry can finally break down the barrier of sizing confidence. The result will be a win for everyone – happier customers, healthier bottom lines, and a more sustainable, efficient e-commerce ecosystem. It’s time to step forward into that future, one well-fitted shoe at a time.

Sources:

PowerReviews (2022), The State of Apparel & Footwear Shopping ^[5]
Body Labs via California Apparel News (2016), Apparel & Footwear Retail Survey ^[29] ^[1]
Taggstar Blog (Feb 2024), How to Reduce Footwear Returns in eCommerce ^[15] ^[12]
British Footwear Association Survey (2022), via Taggstar and BFA report ^[12] ^[10]
Return Prime report (2024) via Economic Times ^[16] ^[13]
Radial Blog (Aug 2024), Tech Takes on E-commerce’s Returns Problem ^[14]
CXToday (Jul 2023), UK Consumers on Online Sizing Tech ^[4] ^[25]
Harris Poll & NetVirta (Apr 2023), Consumer Survey on 3D Scanning ^[36] ^[37]
True Fit / ESW Global Shopper Survey (2022) ^[24]
York Athletics Survey (2021) ^[7]
Volumental Insights (2023) ^[19] ^[38]
British Footwear Association (Lucy Reece Raybould comments, 2022) ^[11] ^[39]