February 17, 2026
Agentic commerce is quickly reshaping how consumers shop online. But in fashion retail, one question still determines whether a shopper converts or abandons:
Today, True Fit announced the launch of its AI Shopping Agent for fashion retail — purpose-built to answer that question in real time, using the industry’s largest dataset of fit and purchase outcomes.
Powered by hundreds of millions of shopper profiles and nearly 20 years of purchase and returns data, the agent identifies moments of fit hesitation as they happen — guiding shoppers to sizes and styles they’re more likely to keep.
For retailers and brands, the impact is immediate: higher conversion rates, fewer fit-related returns, and more confident repeat purchases across digital commerce channels.
Why Fit Is the Missing Layer in AI Shopping
Fashion is the largest consumer category in agentic commerce, representing a $2T+ global market. Yet it’s also the category most constrained by uncertainty.
And as AI shopping agents become more common, fit questions are dominating conversations.
In True Fit’s analysis of live AI shopping interactions, up to 70% of fashion-related questions were about fit and sizing.
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Most AI shopping tools rely on publicly available product data — size charts, reviews, or brand descriptions.
But those sources can’t reliably answer the personal question: Will this fit me?
True Fit’s agent is built on something fundamentally different:
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True Fit’s AI Shopping Agent is designed to intercept fit doubt before it derails a purchase.
It does this by:
Catching hesitation signals
Recognizes behavioral cues that indicate size uncertainty.
Delivering plain-language guidance
Answers fit questions conversationally, not technically.
Recommending sizes based on outcomes
Grounded in real purchase behavior — not static charts.
Reducing multi-size ordering
Builds confidence to purchase a single size.
“Fit is deeply personal… Our shopping agent evolves from static to dynamic guidance that answers your size and fit questions, considers your preferences, and learns from past behavior.”
Jessica Murphy, Co-Founder and CEO
Retailers can deploy the shopping agent quickly across existing ecommerce environments, including Shopify, with minimal engineering lift and clear ROI measurement.
But the launch also signals something bigger.
True Fit’s Fit Intelligence can now be delivered via Model Context Protocol (MCP) — enabling external AI agents, copilots, and personalization systems to access structured fit data directly.
True Fit’s AI Shopping Agent will be available beginning March 2026, for select early adopters, with broader availability in April 2026.
Read the Press Release here: Business Wire
Request a demo to learn how True Fit’s fit agent + MCP layer can improve conversion and reduce fit-driven returns.