Abstract:
The most important gap, that the world of fashion e-commerce still has to deal with, is the difficulty that customers face in taking their own measurements. This is a fundamental issue to solve both for users, that should feel safer and easier the procedure of finding the right size for the clothes they are buying online and the whole buying experience, and for sellers, which have to deal with returns and lower conversion rates. In a world in which online shopping is already widely spread and is growing faster year by year, this problem has been taken into consideration by several firms that, through technological innovation, are developing different solutions.
