Our own research

What 36 shoppers told us about fit.

We ran this because nobody could tell us how much of the returns problem is really about fit, as opposed to price, delivery or people simply changing their minds. So we asked. These are all of the results, not the flattering ones.

How to read this

36 people answered, in June 2026. They are young, they found the survey through us, and they chose to fill it in. That is a small, self-selected sample. It is fair to quote as what these shoppers told us. It is not fair to quote as what the market thinks, and we do not use it that way.

Aggregate results only. We hold no respondent-level data here.

Who answered

94%: were aged 18 to 25
50/50: male and female
70%: shop online at least two to three times a month

What frustrates them

36%: named "can't see how it looks on me" as their top frustration when shopping online
25%: named "doesn't fit right"
78%: said wrong size or fit is the main reason they return clothes
11%: return more than half of everything they buy

What they knew about virtual try-on

56%: had never heard of virtual try-on
36%: had seen it but never used it
1 of 36: had actively used it

What they said they would do

78%: would definitely or probably buy more with virtual try-on available
83%: would shop much more or somewhat more at brands offering it
25: mentions made virtual try-on the most-named feature for purchase confidence, ahead of size recommendations (19) and real customer reviews (17)

Where they shop

ASOS, Shein and Boohoo were mentioned most (23 responses), then Nike and Adidas (19), with Instagram and TikTok close behind.

The survey is still open.

Same questions, same form. If you shop online for clothes, adding your answers makes the next version of this page better than this one. It takes about two minutes, and the results stay aggregate.

Take the survey

The form opens on Jotform, which is why it is a link and not a box on this page. We keep third-party scripts off this site so it needs no cookie banner.