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Size selection and virtual try-on

| Article: 2 min read | Store pages

A size guide is a table or explanation a customer uses to choose a size. A size finder is an interactive helper that recommends a size from height, weight or body measurements. Virtual try-on shows an item on the customer's photo or video, or on a model, using AR or AI.

Why it matters

You cannot try things on online, so size is tied to returns (returns). There are no fresh independent figures on the share of such returns in Ukraine, so look at your own returns with the reason "wrong size".

What the research shows

  • Baymard Institute: 36% of the sites tested had no size finder. For clothing stores it recommends adding a size finder to the product page as an extra tool alongside the regular table, not instead of it. Some test participants needed more than a static table. The page has no publication date; the benchmark sample is 344 sites (Baymard, Size Finder).
  • In the product page benchmark (2025, updated March 2026), 57% of sites do not use buttons for choosing a size, and dropdown lists hide the sizes (Baymard). The same source: 44% of sites do not show the return policy on the product page.

How to make a size guide that works

  1. A table for each category, not one for the whole store.
  2. Measurements in centimeters and an explanation of how to measure.
  3. A link next to the size selector, not at the bottom of the page.
  4. The model's size on the photo and her or his measurements.
  5. A note if the item runs small or large.
  6. Ukrainian, European and international size equivalents for brands with other scales.

Google lets you pass size, size system and variants in structured data for listings (Google Search Central); see structured data and product variants.

Virtual try-on: what is known

There is no independent study that measured the effect of virtual try-on on returns. Search turns up only vendor materials claiming return reductions of 10 to 40%, with no verifiable source, so they are not included here. A practical approach: start with a good size guide, and only then try the tool on part of the catalog, comparing returns before and after (A/B test).

Common mistakes

  • One size guide for everything.
  • A size guide hidden at the bottom of the page.
  • Connecting try-on and not measuring returns.
  • Forgetting the return policy next to the size.

FAQ

Do I need a size guide if I sell clothing? Yes, it is a basic, expected part of the page. Baymard also recommends adding a size finder.

Does virtual try-on reduce the number of returns? There is no fresh independent data. Test it on your own store.

How do I reduce returns because of size? An accurate table, model measurements, reviews that mention sizes, an honest note about the cut, a clear return policy.

Sources

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