Making Sense of Finding Your Size in a Changing Online Marketplace

Online shopping has exploded in recent years, but one frustrating challenge persists for consumers around the world: finding the right size. With every brand, country, and retailer using different sizing systems—and body shapes being as unique as personalities—what should be a quick, enjoyable purchase often becomes a game of guesswork. In a fast-changing digital marketplace, how can shoppers make sense of it all?

At Tellar.co.uk, we’ve made it our mission to end sizing confusion for good. This guide explains how to navigate modern sizing issues, understand your own measurements, and use powerful tools to shop smarter online.

Why Sizing Is So Inconsistent in Online Shopping

1. No Universal Standard

One of the biggest issues is that there is no globally accepted sizing standard. A size 10 in the UK is not the same as a size 10 in the US—or even in another UK brand. For example:

A UK size 10 might measure 88cm at the bust in one brand
The same size 10 in another might be 92cm

That 4cm difference can be the deciding factor between a flattering fit and a return request.

2. Vanity Sizing

Many brands use vanity sizing to flatter their customers. This means they label garments with smaller numbers than their actual measurements. Over time, this has led to:

Inconsistent fit even within the same brand
False confidence in ordering a size that doesn’t match your body

3. Sizing Shifts Across Borders

Online shoppers now buy globally—but size charts don’t travel well. An EU 38, a US 6, and a UK 10 are technically equivalent, but not always in practice. On top of this, conversion tools are often overly simplified and ignore body proportions.

Tellar.co.uk breaks through these barriers by translating brand sizing into body measurements—so you know exactly what will fit, no matter the country.

The Rise of Body Diversity and Personal Sizing

Today’s shoppers are no longer content with cookie-cutter sizing. They want clothes that fit their shape—not a standard mold.

Why It Matters

70% of returns in online fashion retail are due to incorrect sizing
Shoppers with non-average proportions—taller, shorter, curvier, or more athletic—struggle to find consistent fits
Gender-neutral and inclusive fashion is rising, and so is the demand for custom-fit data

Your Body, Your Data

To shop smart online, it’s essential to know three key body measurements:

Bust or Chest
Waist
Hips

With these, you can break free from size labels and buy based on your real proportions.

Use the free Tellar.co.uk Measurement Tool to create a personal profile in under 2 minutes.

How the Online Marketplace Is Adapting to Fit Challenges

The e-commerce world is catching on to the sizing crisis. Here’s how the digital marketplace is changing:

1. Smart Size Recommendation Engines

Leading platforms like ASOS, Zalando, and now Tellar.co.uk use data and algorithms to recommend sizes based on your measurements, not just your past orders.

Tellar takes it further by:

Showing your ideal size in multiple brands
Providing conversion into CM or Inches
Saving your preferences to avoid future guesswork

2. Virtual Try-On & Fit Avatars

Some retailers are experimenting with 3D try-on tools and AI avatars that match your body shape. While still evolving, these tools aim to:

Reduce return rates
Improve customer satisfaction
Personalize the shopping experience

Tellar.co.uk is currently developing a measurement-based avatar creator—stay tuned!

3. More Transparent Size Charts

The best brands are shifting from vague S/M/L charts to detailed measurement tables.

Tellar centralizes and simplifies these for you. Just select your brand, and we’ll tell you your best size instantly on our Store Size Lookup Page.

The Tellar.co.uk Solution: A Sizing Tool That Works Across Stores

We built Tellar.co.uk to fix online shopping for good. Here's how it works:

Step 1: Create a Free Profile

On our login page, you can choose:

Enter your actual measurements
Or select a known size from a brand you already shop with

We store your data safely and give you control to update it anytime.

Step 2: Get Size Recommendations

Search any brand or store on our lookup tool. Instantly see:

The best-fitting size for your measurements
A visual size chart in your preferred unit (cm or inches)
Whether that brand runs small, large, or true to size

Step 3: Shop With Confidence

No more guessing, no more returns. You’ll know before you add to cart.

“I used Tellar for the first time and finally got jeans that fit perfectly—across three different stores. Absolute game changer!” — Verified User

Tips for Finding Your Best Fit Online

Here are five tips you can use today to find your perfect size online:

1. Always Check the Size Chart

Even if you’ve shopped the brand before—they might’ve changed their fit.

2. Know Your Current Measurements

Bodies change. Measure yourself every few months. You can save and update your measurements anytime at Tellar.co.uk.

3. Convert Units Correctly

Use CM or Inches based on the retailer’s default chart. Don’t rely on loose conversions—Tellar handles this automatically for you.

4. Read Customer Reviews

Look for clues like “runs small” or “I sized up.” Better yet, use a platform like Tellar that already aggregates this feedback into your size result.

5. Avoid Vanity Sizing Traps

If you’re always wearing a smaller size in a brand, it may be vanity sizing. Go by the measurements—not the number on the label.

Why Traditional Size Converters Aren’t Enough

Most online size converters are too simple. They try to match sizes across countries or brands without considering:

Garment cut or style
Body proportions (e.g. pear vs apple shape)
Brand-specific sizing quirks

Tellar.co.uk uses real data and garment specs to provide smarter size matching, not generic estimates.

What If My Favorite Store Isn’t on Tellar?

We’ve got that covered too. If you can’t find your store on our lookup tool, just enter the name and we’ll:

Log it instantly
Add it to our database
Notify you once it’s available

You’ll see this message:

“Oops, sorry we don’t have that brand yet! But we will get it for you. Check back soon!”

Behind the scenes, we track and prioritize popular store requests to serve you better.

The Future of Online Sizing Is Personal

At Tellar.co.uk, we believe the future of fashion is fit-first.

You shouldn’t have to second-guess every purchase
Brands shouldn’t rely on returns to fix poor sizing
Your measurements should work across all stores, not just one

We’re here to help you shop better, return less, and feel more confident.

Ready to Find Your Size? Start Today

✅ Create your profile in under 2 minutes

✅ Get instant size recommendations

✅ Shop with confidence from your favorite brands

👉 Start now at Tellar.co.uk – the UK's most accurate sizing tool.

Have feedback or a store you'd like us to add? Contact us anytime—we’d love to hear from you.

Related Articles:

Why UK Sizes Don’t Match US or EU Sizes—and What You Can Do About It
Vanity Sizing Explained: Why a Size 10 Isn’t Always a Size 10
How to Measure Yourself for Online Shopping (The Right Way)

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