E-commerce still accounts for a small portion of total retail sales — about 16% in the first quarter of this year — according to a U.S. Census Bureau report, but it's growing.
By 2027, online shopping is predicted to account for 41% of sales.
Convenience, nearly limitless choice, no waiting in line to check out, and fast shipping have all but eliminated the pain of waiting for an order, but returns remain a pain point.
Fytted might have a solution to that problem. Formerly known as MeasureMe AI, Fytted is a two-month-old AI startup that uses your iPhone to calculate your body measurements and match those details with brands' size charts. So no matter where you shop, you could theoretically know exactly what size to order (at least as long as the brand partners with Fytted).
This is part of the gold rush of the generative AI era, with various startups trying to apply the technology to everyday problems like translating a baby's voice, distinguishing weeds from crops, preserving memories of loved ones, etc. Gen AI is not just about OpenAI, Anthropic, and AI chatbots.
Fytted's technology began as part of AllAthlete, a college sports app that Fytted CEO Greg Auerbach founded in 2020 to let athletes share data about themselves with recruiters.
AllAthlete released its body measurement tool in December 2023, unintentionally attracting a new demographic of users.
“We went from about 200 measurements being shared by athletes per day to more than 10,000 per day,” Auerbach says, “and we realized people were just taking their own body measurements. They weren't athletes.”
Perhaps this is why clothing apps show measurement options like bicep circumference, arm length, tibia length, etc. But Fytted also shows fashion-specific measurements like inseam, sleeve length, waist width, etc.
You can scan body parts with your phone, enter your size, and shop for brands within the app. Retailers like Allbirds, Calvin Klein, Levi's, Nike, and Zara have their own pages, each offering a small selection of clothing and shoes, or you can go directly to their websites. (Fytted earns commission through affiliate links.)
Other than that, it's super easy: when you find an outfit you like in the app, click on the item and select “Find Size.”
To use the app's AI measurement features, you'll need an iPhone Pro.
Auerbach said Fitted uses machine learning algorithms, computer vision and lidar on iPhone Pro devices to collect depth data and analyze people in the frame, which is more accurate than the traditional chest and hip measurements used by competitors True Fit and What's My Size, and Auerbach described it as a “casual way to estimate size.”
One benefit for retail partners is the potential for fewer returns: Auerbach's figures show that 24% of clothing purchased online was returned, costing retailers $38 billion in losses in 2023, primarily because the size didn't fit.
Fitted also offers styling services, taking body types into consideration and giving advice: “They really help everyone to accentuate and stand out with their fashion choices,” he added.
Founded as MeasureMe AI, the startup changed its name because Fytted “is a better fit for our user base” and “because we have so many measurements, and they're all really good measurements,” Auerbach said.
Fytted plans to add 3D body renderings and the ability to see if clothes look good on you.
The startup is backed by angel investments and has plans to raise seed funding.
This is one in a series of short profiles of AI startups to help you understand the current state of the ongoing artificial intelligence activity. For more information on AI, check out our new AI Atlas hub with product reviews, news, tips, and explanations.
Editor's note: CNET has used its AI engine to create and label dozens of articles accordingly. The notes you're reading are attached to articles that substantively address AI topics, but are all written by our expert editors and writers. For more information, see the CNET AI Blog. AI Policy.
