New Zealand tech firm looks to solve online shoe sizing

Dean Blake

17th Nov 2021

A New Zealand retail tech company, StrutFit, is aiming to help footwear retailers replicate an instore experience to help get online customers’ sizes right the first time around.

According to StrutFit, the business’ technology allows customers to take a photo of their foot using their smartphone camera, which will then be measured to give users the shoe size that will be fit the shoe, and foot, in question.

“The same person will be different sizes across different brands and styles, and StrutFit makes sure they get the right size for that particular product,” said StrutFit co-founder Ang Nayyar.

“Returns are the most frustrating part of the e-commerce experience, this completely eliminates the need for sizing-based returns and also removes any doubt in the customer’s mind.”

And with more customers shopping online than ever before, StrutFit has been picked up and integrated into a number of online footwear retailers, such as Hoka One One, Jo Mercer, Munro Footwear Group, Bobux and Vivobarefoot.

“There’s a massive number of new online customers [and] the best way to appeal to those customers is by bringing the in-store experience online,” Nayyar continued.

“With footwear retail, research tells us that the biggest hurdle for purchasing is hesitation around the fit of the shoe. If you can take away that hurdle, more people will buy and less people will return.”