Cut "I Ordered a Large and It's Too Tight" Returns: Show How Clothes Fit, Not Just Their Measurements

"We publish a full size chart and photos of a 170 cm model wearing the item. Customers still send it back saying the fit was not what they expected."

If you run an online store, does this sound familiar?

According to Virtusize, which provides a size recommendation app, more than 60% of fashion e-commerce returns are said to be related to size. However carefully you list body length and chest width, it is harder than it seems for a shopper to picture how the item compares with the clothes they own, or what silhouette it will have on their own body.

This is even more true in cross-border e-commerce. A Japanese "M" is not the same as an "M" overseas. If different size labels confuse a customer and the item then comes back from abroad, the round-trip shipping alone is a real cost.

Virtusize is a Shopify app that turns this uncertainty about size into something shoppers can understand at a glance. Stores that use it have cut size-related returns by 27% on average*1. Shoppers who use Virtusize also convert at 5.1 times the rate of shoppers who do not, on average*2.

For anyone who would like to try it right away, we have put a link to the Shopify App Store at the end of this article.

Why "Recommended size: M" still leaves shoppers unsure

More and more tools now tell shoppers "We recommend size M for you." Even so, questions remain in the shopper's mind.

• "M is recommended, but I like a loose fit. Would L be better for me?"
• "Compared with the black shirt I always wear, is this longer or shorter?"
• "Where on my wrist will the sleeve end?"

What sets Virtusize apart is that it does not stop at "M is recommended." It shows how the item will feel when worn, in a form shoppers can see. It does this in two main ways.

1. See the fit on a model of your own body

Virtusize dresses an on-screen body model in the product and describes the fit at each point in words and visuals, such as "Shoulder: Regular," "Chest: Regular," and "Sleeve: 3cm below wrist."

The bottom of the screen shows "M (Recommended)" and "L (Also Fits)" side by side. Shoppers can see where the sleeve will end in size M, then add the item to their cart with confidence.

2. Overlay it on the clothes you already own

An even more distinctive feature lets shoppers overlay the product on a favorite garment they already own. It takes four steps.

1) Choose the category of the garment you own

Choose a category such as tops or bottoms. If you have added garments before, you only need to pick one of them.

2) Choose a brand (or enter the measurements yourself)

When you choose a brand, Virtusize compares the product with the average size from its brand database. You can also measure your own garment and enter the measurements directly.

3) Check the measurements and add the garment

Check the length, chest width, and sleeve length, then add the garment. If you are not sure how to measure, the measurement guide shows you how.

4) Overlay the two garments and compare

The silhouettes of the two garments are overlaid, and the difference at each point is shown in centimeters at a glance.

"It's 5.5 cm roomier in the chest than my shirt, but 10.5 cm shorter. So I could wear it as a slightly cropped style."

Because shoppers compare against their own standard, the clothes they already own, they can picture the fit intuitively. And because the comparison uses actual garment measurements, overseas customers are less likely to be confused even when size labels differ from country to country. A garment added once can also be used in other shops that use Virtusize.

The impact of Virtusize in numbers

Virtusize's data shows the following results.

• Size-related returns: down 27% on average across clients*1
• Conversion rate: shoppers who use Virtusize convert at 5.1 times the rate of those who do not, on average (average of more than 500 brands that use it)*2
• Average order value: shoppers who use Virtusize spend 24.5% more per order*3

The benefit goes beyond fewer returns. Shoppers who used to leave because they did not want to risk a wrong size can now buy with confidence. That change shows up in conversion and order value as well.

*Figures provided by Virtusize

No code needed, and we use it in Flagship's own store

Many merchants worry about how much work setup will take. You install the app from the Shopify App Store, add a block to the product page in the theme editor, and register your measurement data. No specialist coding knowledge is needed.

During setup, you can get direct support from the Virtusize team as well as the help center. If you manage your size data in files, the team can also help you register it in bulk.

Flagship Inc. (hereafter "Flagship") also uses Virtusize in its own store (flagship.inc/en/store) to sell apparel.

The best way to understand it is to try it once. Please compare the product with a garment you own.

→ Try the Virtusize size comparison in the Flagship store

From size labels to a fitting experience

We believe that removing the stress of choosing a size does more than reduce returns. It also helps a store win loyal customers. Try it on your own product pages for a month first.

Try Virtusize

For anyone who would like to try it right away, here is a link to the Shopify App Store. Virtusize costs $1 for the first month, then from $39 per month (as of November 2026).

→ See Virtusize on the Shopify App Store ($1 for the first month)

If you need help adding it to your theme or to a headless store, please feel free to contact Flagship.

Sources

• *1 Average figure according to Virtusize. The Under Armour case study also reports a 27% year-on-year reduction (https://virtusize.com/case-study/under-armour-case-study)
• *2 Average of more than 500 brands according to Virtusize. The L.L.Bean case study reports 5.4x (https://virtusize.com/case-study/ll-bean-case-study)
• *3 According to Virtusize (listed on the Shopify App Store: https://apps.shopify.com/virtusize-app)