The shopping intelligence platform built on size and fit

True Fit turns 20 years of real purchase-and-return outcomes across apparel and footwear into decision-grade guidance that agents and shoppers can trust. Paired with virtual try-on, it helps shoppers find the right item, see themselves in it, understand fit and feel, and choose the right size. The result: higher conversion from confident shoppers, fewer fit-related returns, less size bracketing, happier customers, and fewer sizing questions for support.
Get a Demo
Loading animation…
Business
Shopper

The shopping intelligence platform built on size and fit

True Fit turns 20 years of real purchase-and-return outcomes across apparel and footwear into decision-grade guidance that agents and shoppers can trust. That intelligence helps shoppers find the right item, understand how it will fit and feel, and choose the right size. The result is higher conversion, fewer fit-related returns, and less repetitive sizing demand on customer support.
Get a Demo

Higher conversion from confident shoppers

  • Fewer fit-related returns
  • Less size bracketing
  • Less support fatigue
True Fit shopping agent demo at Lands’ End
90-second demo

See True Fit at Lands’ End

Watch the demo
Jessica Murphy on Street Talk with Arthur Zaczkiewicz
Podcast

Jessica Murphy on Street Talk

Watch or listen
The Fit Intelligence Layer Playbook
eBook

The Fit Intelligence Playbook

Get the playbook
Agentic commerce at Lands’ End
Retailer story

Agentic commerce at Lands’ End

Read the story
APPAREL + FOOTWEAR
One Platform. Two Ways to Deploy.
Illustrative preview
Women / Sweaters

Women’s Drifter Crew Neck Sweater

$84.95
Color: Soft Apple Green
Size rangeSize chart
Select size
Most shoppers buy their usual sizeAsk about fit, fabric, reviews and more
Works acrossPDP•PLP•Search•Homepage
Agentic AI Shopping Agent
with Native Virtual Try-on
  • Need a ready-to-deploy shopping agent or virtual try-on
  • Native fit intelligence across every touch-point
  • Shopify Plus Certified · 5-star rated
Explore the Shopping Agent
Illustrative preview
Fit Intelligence via MCPAdd True Fit intelligence to the AI you already have.
MCP
Fit Intelligence
Product dataShopper fitPurchase + returns
AIYour AI experienceYour interface
01 · Tops
Adult · Tops · Reference fit: Gap CashSoft crewneck, M · Shoulders: broader · Ease: moderate
Adding fit context
✓
Recommend size Medium.

This sweater runs slightly roomier through the shoulders, so Medium should provide the shopper’s preferred ease without feeling oversized.

Works acrossPDPPLPSearchHomepage
Fit Intelligence
via MCP
  • Already have an agent or AI stack
  • Add fit, size, preference, and fashion your way
  • Governed access · global language and sizing support
Explore Fit Intelligence via MCP
Virtual Try-On
Joining 20 years of real purchase-and-return outcomes across apparel and footwear to help shoppers see how an item looks on them and know how it will fit and feel. Personalized fit intelligence adds the right size and fit guidance to the visual experience, giving shoppers more confidence to buy. The result is higher conversion, fewer fit-related returns, and less repetitive sizing demand on customer support.
  • See it on AND make it fit
  • Light-weight, economical
  • Convenient, use it from your couch
Explore Virtual Try-On
Virtual try-on
1Explore the flowClick any step
2Choose a styleClick any category
Tops
Illustrative studio product image
Selected style
Women / Tops

Striped button-front shirt

Color: Blue / White

See it on you.

Use your photo to preview this style.

Saved demo photo
Your photo is readyUse your saved photo
Illustrative previewTiming condensed. Not a size recommendation.
Your Look
Enlarged recorded virtual try-on result

Recorded VTON result from the supplied demo. A visual preview, not a size recommendation.
Your delivery appPowered by
Built for
Local apparel order
Shopper wearing a soft green sweater
Neighborhood store · 0.8 mi

Women’s Drifter Crew Neck Sweater

Soft Apple Green$84.95
01Order details
New order

A local apparel order enters your app

Item, store availability and shopper destination arrive in the order flow you already use.

Recommended size: SmallTrue Fit signal attached to order92%
1Shopper selects local itemRetail
2True Fit confirms sizeFit signal
3Your app receives dispatch contextPickup
4Courier delivers the right itemDoorstep
Your app. True Fit intelligence in the workflow.MCPPartner APIWebhooks
On-demand Retail
True Fit helps delivery platforms, courier networks, and marketplaces add apparel to local commerce. We attach trusted size and fit intelligence to each order, so the right item moves from a nearby store to the shopper through the workflows you already run.
  • Pass a confident size recommendation into every order.
  • Connect nearby inventory with same-day fulfillment.
  • Keep item, fit, pickup, and delivery context aligned across every handoff.
Talk to our partnerships teamExplore True Fit MCP
Reporting Center
01 Size Sampling
02 True 360
03 Demographics
04 Fit Consistency
05 Top Closet Brands
Find where size sampling starts and where to stop it.
Understand how often shoppers purchase multiple sizes of the same product and see how True Fit helps reduce unnecessary bracketing. Often referred to as "size bracketing."
  • Explore behavior across the shopper journey
  • Identify products with the most sampling
  • Measure opportunities to improve confidence
Get the full picture of every shopper
True 360 brings together shopper profile, body, preference, brand affinity, and product discovery signals in one view, giving your team a deeper understanding of the data powering personalization.
  • Explore individual shopper profiles
  • See body, preference, and brand-affinity signals
  • Understand recommendation context
Build a clearer picture of the shoppers you serve.
Explore demographic and body-profile insights to understand who your customers are and how their needs vary across key audiences.
  • Compare key shopper segments
  • Understand body-profile patterns
  • Add context to audience strategy
See Fit from Every Angle. 
Explore the shopper, product, and behavioral signals behind fit to uncover patterns across your business. 
  • Spot products that run small or large
  • Compare cohorts and categories
  • Prioritize fit guidance updates
Discover the brands already shaping shopper preference.
Reveal the brands most commonly represented in your shoppers’ True Fit closets and identify valuable cross-brand relationships.
  • Understand brand affinity
  • Identify cross-brand relationships
  • Add sizing context to preferences
Get a Demo
Video highlighting True Fit’s network of 80 million shoppers

See the Agent
Answer Real Shopper Questions

Our AI shopping agent answers real shopper questions about size, fit, stretch, structure, waist, inseam, hem, and confidence using native fit intelligence built from real shopper and product outcomes.
Watch the Demo
View the
Full Demo Guide
Nobody knows fit like True Fit.
The numbers prove it.

"We've been having conversations about returns internally and True Fit has proven to be a great way to decrease returns and bracket buying."

Senior Digital Merchandising Marketing, Lands End

“We know from the data that finding the right fit drives consumer loyalty and increases customer conversion. We chose True Fit because consumers have a trust level with the brand. It gives them confidence during the buying process as sizing can often seem complicated in the virtual world.”

Senior Digital Merchandising Marketing, APL

“In working with True Fit, we’re excited to leverage their data to learn more about our shoppers’ fit preferences, allowing us to drive a virtuous circle of value for our customers.”

UX Ecommerce Manager, Princess Polly

Up to 40%

reduction in fit-related returns

1-2% site wide conversion lift

measured against control group in A/B tests

4%

incremental revenue lift

4x

conversion rate lift

4x

conversion rate lift

3x

conversion rate lift

Get a Demo

Fit Intelligence for
Every Shopping Decision

Power confident fit and sizing decisions across PDPs, PLPs, homepages, search, and AI shopping agents.
PDP
Get Conversational

Reduce cognitive overload
PLP
55% of product listings have stockouts

Filter to available recommended sizes
Homepage
Start the conversation early

Adapt the journey to every shopper
Search
Our AI Fit Intelligence doesn't replace search

It eliminates doubt and dead ends
Get a Demo
APPAREL + FOOTWEAR
One Platform.
Two Ways to Deploy.
Illustrative preview
Women / Sweaters

Women’s Drifter Crew Neck Sweater

$84.95
Color: Soft Apple Green
Size rangeSize chart
Select size
Most shoppers buy their usual sizeAsk about fit, fabric, reviews and more
Works acrossPDP•PLP•Search•Homepage
Agentic AI Shopping Agent
  • Need a ready-to-deploy shopping agent
  • Native fit intelligence across PDP, PLP, search, and homepage
  • Shopify Plus Certified · 5-star rated
Explore the Shopping Agent
Connect once. Use everywhere.
Fit + sizing question Fit Intelligence request
AIYour AI experienceYour interface
MCPStandard connection
True FitMCP
Fit Intelligence
Product dataShopper fitPurchase + returns
Fit Intelligence via MCP
  • Already have an agent or AI stack
  • Add fit, size, preference, and fashion intelligence
  • Governed access · global language and sizing support
Explore Fit Intelligence via MCP
Virtual Try-On
Joining 20 years of real purchase-and-return outcomes across apparel and footwear to help shoppers see how an item looks on them and know how it will fit and feel. Personalized fit intelligence adds the right size and fit guidance to the visual experience, giving shoppers more confidence to buy. The result is higher conversion, fewer fit-related returns, and less repetitive sizing demand on customer support.
Virtual try-on
1Explore the flowClick any step
2Choose a styleClick any category
Tops
Illustrative studio product image
Selected style
Women / Tops

Striped button-front shirt

Color: Blue / White

See it on you.

Use your photo to preview this style.

Saved demo photo
Your photo is readyUse your saved photo
Illustrative previewTiming condensed. Not a size recommendation.
Your Look
Enlarged recorded virtual try-on result

Recorded VTON result from the supplied demo. A visual preview, not a size recommendation.
Explore Virtual Try-On
Video highlighting True Fit’s network of 80 million shoppers

See the Agent
Answer Real Shopper Questions

Our AI shopping agent answers real shopper questions about size, fit, stretch, structure, waist, inseam, hem, and confidence using native fit intelligence built from real shopper and product outcomes.
Watch Video
Learn More

Reporting Center

01Size Sampling
Find where size sampling starts and where to stop it.
Understand how often shoppers purchase multiple sizes of the same product and see how True Fit helps reduce unnecessary bracketing.
Explore behavior across the shopper journey
Identify products with the most sampling
Measure opportunities to improve confidence
02
True 360
Get the full picture of every shopper
True 360 brings together shopper profile, body, preference, brand affinity, and product discovery signals in one view, giving your team a deeper understanding of the data powering personalization.
Explore individual shopper profiles
See body, preference, and brand-affinity signals
Understand recommendation context
03
Demographics
Build a clearer picture of the shoppers you serve.
Explore demographic and body-profile insights to understand who your customers are and how their needs vary across key audiences.
Compare key shopper segments
Understand body-profile patterns
Add context to audience strategy
04
Fit Consistency
See Fit from Every Angle. 
Explore the shopper, product, and behavioral signals behind fit to uncover patterns across your business. 
Spot products that run small or large
Compare cohorts and categories
Prioritize fit guidance updates
05
Top Closet Brands
Discover the brands already shaping shopper preference.
Reveal the brands most commonly represented in your shoppers’ True Fit closets and identify valuable cross-brand relationships.
Understand brand affinity
Identify cross-brand relationships
Add sizing context to preferences
Product Detail Pages (PDP)
Product List Pages (PLP)
Homepage
Search

Get conversational.

Reduce
cognitive overload.

Fit intelligence inside
Turn doubt into delight.

55% of product listings have stockouts.

What if you could filter out any items that aren't available in a shopper's recommended size?

(Personal Size Filtering)

Now you can.  
Less doubt.
Less shopper fatigue.
No more dead ends.

Pro Tip

Learn how you can incorporate fit intelligence into any list page outside of True Fit's agent via MCP.le insights into your spending habits.

Start the conversation early

and adapt the entire journey to every shopper.

Our AI Fit Intelligence doesn't replace search.  

It eliminates doubt and dead ends.

Get a Demo
Get a Demo
Nobody knows fit like True Fit.
The numbers prove it.
"We've been having conversations about returns internally and True Fit has proven to be a great way to decrease returns and bracket buying."
Alex Kirwan,
Senior Digital Merchandising Marketing
Moosejaw reduces fit related returns by 24% by targeting size bracketing behavior
See All Case Studies
Built on data competitors can’t replicate.
True Fit connects nearly two decades of purchase, fit, keep, and return signals across thousands of brands to deliver precise, shopper-specific guidance at the moment of doubt. This cross-brand intelligence helps retailers confidently serve new-to-brand shoppers from their very first visit, not only customers with an existing purchase history.
Generic Shopping Agents
All generalize, and have access the same  inconsistent public data.
Legacy Fit Tech
Old fit tech stops at size charts and similar products.
Ratings & Reviews
Ratings and reviews only tell you what worked for someone else and require the customer to do the work.
Get a Demo
Built on data competitors can’t replicate.
True Fit connects nearly two decades of purchase, fit, keep, and return signals across thousands of brands to deliver precise, shopper-specific guidance at the moment of doubt. This cross-brand intelligence helps retailers confidently serve new-to-brand shoppers from their very first visit, not only customers with an existing purchase history.
Generic Shopping Agents
They generalize from the same inconsistent public data. When fit is wrong, added conversions can come back as returns.
Legacy Fit Tech
Old fit tech stops at size charts and similar products.
Ratings & Reviews
Ratings and reviews only tell you what worked for someone else and require the customer to do the work.
Get a Demo
Fit is more than size. It is how something feels, moves, and fits the shopper's style and intent.
‍Fit intelligence turns real purchase-and-return outcomes into decision-grade guidance, helping shoppers decide whether a specific item will fit the way they want, not just pick a size.
Get a Demo
When fit and sizing doubt is not resolved with confidence, the effects are immediate and measurable:
Abandonment
At the point of decision
Multi-size Ordering
As a hedge against uncertainty
Elevated Return Rates
Costly for retailers and brands
Erosion of Trust
Compounds negatively over time
This is not just a discovery problem. It is a decision problem.
Get a Demo
Why Leading Retailers Choose True Fit
Proven Commercial Outcomes
Conversion is only growth when shoppers keep what they buy.
  • 1-2% sitewide conversion lift
  • Up to 40% reduction in fit-related returns when guidance is followed
  • Shoppers are twice as likely to return after good fit experience
Scale of Fit & Style Intelligence
A fit and style data foundation that helps the agent act with confidence and gives retailers insight into shopper behavior, brand preferences, category affinities, fit discrepancies, and return patterns.
  • 72% marketshare in size & fit solutions. (bigger than all others combined)
  • 100M+ active users, 60M+ products.
  • $616B in annual transaction value informing recommendations.
True Fit's Structured Data Advantage
Unrivaled experience and proprietary structured data for fashion.
  • 20 Years of real purchase and return behavior across apparel and footwear.
  • Learns from what hundreds of millions of shoppers actually keep across market, not just what they click.
Get a Demo
Why Leading Retailers Choose True Fit
True Fit's Structured Data Advantage
Unrivaled experience and proprietary structured data for fashion.
  • Years of real purchase and return behavior across apparel and footwear.
  • Learns from what hundreds of millions of shoppers actually keep across market, not just what they click.
Scale of Fit & Style Intelligence
A fit & style data foundation that allows our agent to act with confidence.
  • 72% marketshare in size & fit solutions. (bigger than all others combined)
  • 100M+ active users, 60M+ products.
  • $616B in annual transaction value informing recommendations.
Proven Commercial Outcomes
Returns are the entry pain. Conversion lift is the enduring value.
  • 1-2% sitewide conversion lift
  • Up to 40% reduction in fit-related returns when guidance is followed
  • Shoppers are twice as likely to return after good fit experience
Frequently Asked Questions
What kind of size guidance does True Fit provide?
Does size guidance require shopper interaction?
How does True Fit determine size guidance?
How does True Fit personalize size recommendations?
How does True Fit build trust in its recommendations?
How does the agent learn over time?
Does True Fit support international shoppers?
Which categories does True Fit support?