A new online store that claims to change the way women shop for clothes and could eliminate some of the uncertainty in buying fashion over the internet has been launched in the US.

myShape.com and its patent-pending ShapeMatch system match ready-to-wear clothes from designers including Charlotte Tarantola, Cynthia Steffe, Dana Buchman, Isda, Laundry by Shelli, Nara Camicie, Segal and Sigrid Olsen, to each woman's individual measurements and style preferences

The process should eliminate the time and frustration of searching for clothing that fits and looks good, as well as reducing the likelihood of "fit-based" returns and increasing the average order.

The website offers fashion across all shapes and sizes including petite, plus and tall lengths on pants.

Once a customer completes her profile, she is linked to a personal online shop containing only the clothes that flatter her shape, match her measurements and reflect her style and fit preferences.

Louise Wannier, myShape CEO, says that over the next year the store intends to introduce a greater selection of clothing and "an increasingly seamless match to their fashion preferences and body shapes."