True Fit developed an agentic shopping experience designed to eliminate the primary barrier to fashion e-commerce: fit uncertainty.
“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.
The Boston-based fit technology provider said the tool is powered by nearly 20 years of proprietary purchase and returns data, including more than $616 billion in analyzed transactions, 60 million unique products and 91,000 brands. By shifting from static size charts to dynamic, conversational guidance, True Fit aims to reduce returns by billions of dollars while increasing conversion rates and consumer confidence.
Related Stories
“For fashion, the answer has to start with fit and sizing,” Murphy said. “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.”
That’s because as many as 70 percent of fashion-related questions asked to AI shopping agents are about fit and sizing, according to the company. The new tool is designed to detect hesitation signals during the shopping journey and to provide, as the company describes, “plain-language guidance” to help shoppers select the correct size.
True Fit said its model is built on “outcome-based” data—what shoppers actually kept—rather than relying solely on size charts, reviews or click behavior.
“Fit is deeply personal; preferences are unique to every shape and body,” Murphy said. “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.”
The company said the agent can integrate into existing e-commerce environments—including platforms such as Shopify—and that its Fit Intelligence layer can be delivered via the Model Context Protocol (MCP) to support personalization, search, and other systems. Essentially, MCP acts as a bridge, enabling True Fit’s structured fit data to enhance other AI shopping assistants and tools that a retailer might already be using.
The shopping agent will be available to early retail partners beginning March 1, with a broader rollout planned for April.
