New Shopping Agent Solves ‘Will This Fit?’ Indecision With Purchase Data From Hundreds of Millions of Shoppers

True Fit, the leading fit and fashion intelligence provider, today launched its shopping agent for fashion retail. The agent is 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.

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True Fit’s agentic AI shopping experience delivers real-time fit and size guidance directly on retailers’ product pages, helping shoppers buy with confidence in “Will this fit?” moments.

Why Fit and Sizing Matter for Shopping Agents

1. Fashion is the largest consumer vertical for agentic commerce, with apparel and footwear representing a $2T+ global market (Fortune).
2. Uncertainty around fit and sizing is the number one reason for purchase hesitancy among fashion shoppers (Mintel).
3. Fit and sizing is the number one 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 thousand 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 multi-size 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 & 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 ROI 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.

Availability

True Fit's shopping agent is available beginning March 1, 2026, for select early-adopting retailers and brands with a broader release in April 2026.

About True Fit

True Fit is the leading global fit and fashion intelligence provider, helping shoppers confidently buy what fits and eliminating size friction before checkout. True Fit 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 thousand apparel and footwear brands. True Fit's AI shopping agent and Fit Intelligence deliver personalized size and fit recommendations in real time. The solution intercepts fit doubt before it leads to cart abandonment or costly returns, helping retailers increase conversion, reduce fit-related returns, and generate enriched first-party shopper data to power decisions across merchandising, product, and marketing.

Headquartered in Boston, MA, True Fit partners with leading retailers and brands worldwide to deliver seamless, personalized shopping experiences across every digital commerce channel. To learn more about how True Fit is helping retailers deliver personalized fit experiences at scale, visit www.truefit.com.

FAQs

What is True Fit's shopping agent?

True Fit's shopping agent is a conversational fit and sizing experience designed to catch moments of shopper doubt and guide customers to sizes and styles they are more likely to keep.

Who can use True Fit's shopping agent?

The solution is built for apparel and footwear retailers and brands that want to improve fit confidence, increase conversion, and reduce costly fit-related returns in their ecommerce channels.

How is this different from traditional fit tools or other shopping assistants?

Traditional fit tools often rely on static guidance, while other shopping assistants draw on publicly available data, typically found on product detail pages, with limited utility for answering key questions like ‘Will this fit me?’. Ratings and reviews only tell you what worked for someone else. True Fit's agent is powered by years of purchase and returns outcomes mapped to hundreds of millions of shoppers over time, enabling more accurate, shopper-specific fit decisions and explanations in plain language.

How does True Fit integrate with existing systems?

The shopping agent can be embedded in product detail pages, product listing pages, and chat experiences. It can also feed its Fit Intelligence into existing AI agents, search, and personalization systems via modern integration patterns and APIs, such as Model Context Protocol (MCP).

When and where is the new capability available?

True Fit's shopping agent is available beginning March 1, 2026, for select early-adopting retailers and brands with a broader release in April 2026.

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Solutions built on generic data don’t help answer the question everyone has: ‘Will this fit me?’ Our shopping agent delivers dynamic guidance that answers size and fit questions, understands preferences, and learns from past behavior.