True Fit
True Fit is an AI platform that helps brands decode size and fit for shoppers. The aim is to boost conversions, reduce product return rates...
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What is True Fit?
True Fit is an AI‑powered fit and sizing intelligence platform designed for online and in‑store apparel and footwear retailers. It eliminates shopper hesitation around ‘will this fit?’ by embedding a conversational AI shopping agent and a fit‑intelligence layer directly into product, search, and homepage experiences on e‑commerce sites. The platform uses decades of real purchase, return, and keep data across more than 540 million products and 80 million active users to generate precise size and fit recommendations that are tailored to each individual shopper.
Key features include automatic size guidance without requiring shopper interaction, personalized sizing based on body characteristics, past purchases, and fit preferences (such as looser vs tailored), and native support for international size systems, multiple languages, and broad categories from menswear and womenswear to kids, intimates, swim, and footwear. True Fit also exposes its fit and fashion intelligence as an infrastructure layer via MCP so big‑tech and AI‑lab platforms can plug in precise size, fit, and style reasoning into their own agents and orchestration layers.
The tool is primarily for brands, retailers, marketplaces, and large tech platforms that want to improve conversion, reduce fit‑related returns, and strengthen customer loyalty. It is especially valuable for fashion and footwear merchants who see high return rates due to size confusion, and for any player building AI‑driven shopping experiences that must answer fit‑ and size‑related questions with high accuracy. True Fit is already deployed with major retailers like PacSun, ASICS, Lands’ End, and Moosejaw, and is Shopify Plus certified with a five‑star integration rating.
By combining structured fit data, AI‑driven recommendations, and agentic behavior at the point of doubt in the shopping journey, True Fit turns shopper hesitation into confident purchases and repeat business. It helps merchants surface the right size in real time on product pages, category listings, search results, and homepages, while also providing long‑term learning from actual purchase and return outcomes to keep improving fit accuracy across the entire product catalog.
True Fit pricing
Pricing model: Free
True Fit does not list exact public pricing tiers on its website; instead, it states that its pricing is based on annual order volume and that it starts at around 1,000 USD per month for certain configurations, with custom quotes available for larger retailers and enterprise deployments. The platform offers a demo‑first model, meaning brands and retailers must request a quote and speak with a sales representative to get a tailored pricing plan that reflects their traffic, product catalog size, and integration complexity. Paid plans typically include access to the agentic AI shopping agent, the fit‑intelligence layer, Shopify integration, reporting on fit‑related returns and conversion impact, and ongoing support, with higher tiers adding MCP integrations and advanced analytics and orchestration features.
True Fit pros
- Reduces fit‑related returns by up to 40% when guidance is followed
- Delivers 1–2% site‑wide conversion lift in A/B tests
- Generates up to 4% incremental revenue lift
- Increases conversion rates by up to 4x on assisted product views
- Minimizes size bracketing and guesswork at checkout
- Provides automatic size guidance without shopper input
- Supports personalized recommendations for each individual shopper
- Leverages real purchase and return behavior from 80M+ active users
- Covers 540M+ products across apparel and footwear
- Integrates directly into PDP, PLP, search, and homepage experiences
- Shopify Plus certified with five‑star app rating
- Supports international size systems and multiple languages
- Works across menswear, womenswear, kids, unisex, swim, intimates, and footwear
- Operates as an agentic AI “shopping agent” that lives in the moment of doubt
- Offers a fit‑intelligence layer via MCP for big‑tech and AI‑lab integrations
True Fit cons
- Pricing is not publicly disclosed and starts at a relatively high entry cost
- Implementation complexity can be higher for legacy or non‑Shopify stacks
- Requires integration work with existing e‑commerce or AI platforms
- Depends on a large volume of historical purchase and return data to be most effective
- May not perform as well for very niche or ultra‑small brands with limited data
- Limited value for merchants who do not sell apparel or footwear
- Does not fully remove the need for standard sizing charts and returns policies
- International performance can vary by region and language coverage
Frequently asked questions about True Fit
What does True Fit do for retailers?
True Fit embeds an AI‑powered shopping agent and a fit‑intelligence layer into product, search, and homepage experiences so that size and fit guidance appears in the moment shoppers are deciding whether to buy. It reduces hesitation around fit, cuts fit‑related returns, and lifts conversion by recommending the right size for each shopper across apparel and footwear.
How does True Fit generate size guidance?
True Fit uses decades of fit expertise and the world’s largest structured fit dataset built from real purchase, return, and keep data across 540 million products and 80 million active users. Its agent combines this data with shopper signals, body attributes, and fit preferences to determine whether a product runs small, true to size, or large and then suggests a specific recommended size.
Does True Fit require shoppers to answer questions to get size help?
No, True Fit can often provide size guidance automatically without any shopper interaction, using behavioral and historical data. When extra context would improve accuracy, the agent may gently prompt the shopper to share a bit more detail, but the goal is to keep the interaction light and frictionless.
Can True Fit personalize size recommendations for me?
Yes, True Fit creates a single, clear size recommendation tailored to each shopper by factoring in body characteristics, past purchases, and stated fit preferences such as looser or more tailored. The agent continuously refines these recommendations as it observes what the shopper keeps versus returns across sessions and retailers.
Does True Fit work outside of the US or in international markets?
Yes, True Fit supports regional size systems, local size conventions, product categories, and multiple languages across global markets. This allows retailers to provide consistent fit guidance whether shoppers are in Europe, North America, Asia, or other regions with different sizing norms.
Which apparel and footwear categories does True Fit cover?
True Fit provides size guidance across all major categories including menswear, womenswear, children’s apparel (2T and up), unisex, tops, bottoms, dresses, suits, swimwear, intimates, and footwear, making it applicable to a broad range of fashion and sportswear assortments.
How does True Fit differ from generic AI shopping agents?
True Fit’s agent is built specifically around fit and sizing, with native fit intelligence drawn from proprietary structured fashion data rather than generic public information. This enables it to answer fit‑related questions with higher accuracy and less generalization than generic shopping agents that rely only on broad web data.
Can True Fit integrate with existing AI or agent platforms?
Yes, True Fit offers a fit‑intelligence layer via MCP that plugs into existing AI shopping agents or orchestration layers. This allows big‑tech companies, marketplaces, and AI labs to use True Fit’s size, fit, style, and preference knowledge as infrastructure without rebuilding their own fit models.
How does True Fit help reduce returns?
By surfacing the right size or fit variant at the moments of purchase doubt, True Fit reduces the number of items customers buy to ‘bracket’ sizes and lowers mis‑sizing errors. When shoppers follow its guidance, merchants can see up to a 40% reduction in fit‑related returns and fewer exchanges driven purely by size issues.
Is True Fit suitable for small brands or only large retailers?
True Fit is designed for brands and retailers of various sizes, but its effectiveness increases when there is a substantial volume of purchase and return data to train on. Very small or niche brands with limited historical data may still benefit, but the full impact on returns and conversion is typically stronger for mid‑sized and large retailers with broad product catalogs and established traffic.