True Fit launched its shopping agent for fashion retail, powered by hundreds of millions of shopper profiles and nearly 20 years of purchase and returns data. The technology identifies “Will this fit?” moments in real time, guiding shoppers to sizes and styles they’ll actually keep. Retailers and brands using True Fit see higher conversion rates, fewer fit-related returns and more confident repeat purchases across every digital commerce channel.
Why Fit and Sizing Matter for Shopping Agents
- Fashion is the largest consumer vertical for agentic commerce, with apparel and footwear representing a global market of over $2 trillion (Fortune).
- Uncertainty around fit and sizing is the No. 1 reason for purchase hesitancy among fashion shoppers (Mintel).
- Fit and sizing is the No. 1 topic fashion shoppers ask AI agents. In True Fit’s analysis of real customer conversations with AI shopping agents, up to 70% of fashion-related questions to AI shopping agents were about fit and sizing.
“Agentic commerce wasn’t on anyone’s radar a year ago. Now it’s the dominant question every retail team is tasked with answering,” said Jessica Murphy, co-founder and chief executive officer at True Fit. “For fashion, the answer has to start with fit and sizing. With nearly $850 billion in projected returns for 2025 and almost one in five online purchases coming back, retailers need an agent built on structured fit data to solve the problem at its source.”
What Makes True Fit’s Shopping Agent Different
True Fit’s shopping agent is built on nearly 20 years of purchase and return data from a global network of retailers, analyzing over $616 billion in transactions from hundreds of millions of shoppers, 60 million unique products from over 91,000 apparel and footwear brands. True Fit learns from the patterns of what shoppers purchased and kept across retailers, guiding every shopper to the fit and styles they’ll actually keep.
How the AI Shopping Agent Works
True Fit’s AI shopping agent intercepts and resolves fit doubt by:
- Catching hesitation signals and responding with targeted, plain language guidance
- Recommending the right size and fit based on real outcomes, not just publicly available data, static guidance size charts, or ratings and reviews from a vocal few
- Reducing multisize orders by giving sufficient confidence to choose a single option with expert guidance
It’s True Fit’s same trusted data, delivered more intuitively. For retailers and brands, this means shoppers have less size and fit uncertainty, which results in more completed checkouts, fewer fit-related returns and more shoppers coming back after a positive first-time fit experience.
Murphy went on to say, “Fit is deeply personal, and preferences are unique to every shape and body. Solutions built on generic data don’t help you answer the question everyone has: ‘Will this fit me?’ Our shopping agent evolves from static to dynamic guidance that answers your size and fit questions, considers your preferences and learns from past behavior to help you confidently purchase.”
Built for Today’s Retailers and Tomorrow’s Commerce
Retailers and brands can go live with True Fit’s agent quickly on existing platforms like Shopify, with minimal engineering lift and clear return-on-investment metrics.
Along with the customer-facing shopping agent, True Fit’s Fit Intelligence can be delivered via Model Context Protocol (MCP). This service provides personal and general fit, size recommendations and fashion knowledge that shopping agents, copilots and merchant personalization systems can use to guide customers through purchases, eliminating doubt and dead ends.
