What kind of size guidance does True Fit provide?

True Fit delivers intelligent size guidance directly within the shopping experience. Guidance can be general, reflecting how a product typically runs, or personalized to the individual shopper.

Does size guidance require shopper interaction?

No. True Fit can provide size guidance automatically without requiring shopper interaction. When additional context is helpful, the agent may invite the shopper to share more detail for a more personalized recommendation.

How does True Fit determine size guidance?

True Fit size guidance is powered by fit expertise and structured fit data built from real purchase, return, and keep behavior across a large network of shoppers, brands, and retailers.

How does True Fit personalize size recommendations?

True Fit generates a clear size recommendation tailored to the shopper by accounting for body characteristics, purchase history, brand fit patterns, and fit preferences.

How does True Fit build trust in its recommendations?

True Fit grounds recommendations in real purchase-and-keep behavior from similar shoppers, helping customers understand that guidance is based on real-world outcomes.

How does the agent learn over time?

The agent learns from shopper behavior and real purchase, return, and keep outcomes over time, refining its understanding of fit preferences across sessions, products, brands, and retailers.

True Fit | Fit & Sizing Intelligence for Retailers, Enhanced by AI

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

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

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

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

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

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.

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

Add sizing context to preferences

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

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.

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

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)
100Mil+ active users, 60Mil+ 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

The Fit Intelligence Layer for agentic commerce.

The Fit Intelligence Layer for agentic commerce.

See the Agent
Answer Real Shopper Questions

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

“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.”