Shopify consumers will now be able to integrate True Fit's global AI fit platform with fashion merchants of all sizes.

True Fit's Fashion Genome seeks to alleviate consumer concerns regarding clothing fit, foster consumer confidence and conversion, reduce fit-related returns, and nurture customer loyalty.

True Fit believes that by reimagining the conventional size guide through the provision of AI-backed fit recommendations, driven by the collective insights of millions of shoppers and AI enhancements, retailers of all scales can achieve growth in their brands.

“By opening up the power of the Fashion Genome's machine learning and artificial intelligence data engine to merchants of all sizes on the Shopify platform, we will accelerate merchant growth through frictionless digital discovery and consumption," says True Fit CEO and president William Adler.

True Fit says it has 82 million active individuals on its user database and this extends across a spectrum of tens of thousands of brands and retailers worldwide, including categories such as menswear, womenswear, kidswear, unisex apparel, footwear, swimwear, and structured intimates.

Adler adds: "It is our mission to democratise access to the Fashion Genome and artificial intelligence widely across the industry, helping millions of consumers connect to the brands they love."

Shopify and True Fit explain they have already helped brands like Few Moda, Greyson, Toast and Dia & Co. fuel growth and success by building trust in the shopper experience and True Fit will be extending its seven day free trial to Shopify merchants.

True Fit shared data in May that suggested UK shoppers made twice as many apparel purchases on second-hand platforms than they did on social media.

New research from GlobalData suggests ecommerce players such as Shopify, Amazon and Instacart are leveraging genAI to improve online shopping experiences and increase cart conversion rates.