Clothing e-commerce: development considerations
Clothing has one of the highest return rates in e-commerce. Here is which site features reduce buyer uncertainty in this category.
The size chart as a required element
A size table with actual centimeters, not just letter sizes, needs to be accessible on the product page itself in one click, without navigating to a separate page.
If sizing differs between brands in the catalog, this needs to be shown explicitly — otherwise buyers rely on 'their usual size' and end up with an ill-fitting item.
Filters people actually use
Size, color, material, season and price range are the baseline for clothing. A filter for a specific size's stock status matters especially — without it customers add an item to the cart only to find their size unavailable at checkout.
Sorting by newest works better here than in most other categories, since clothing is tightly tied to seasons and collections.
Photography: mannequin, model and detail
The optimal set: the item on a full-body model, close-ups of fabric and details (seams, fasteners, print), and at least one no-background shot for accurate color.
Color in photos needs to match reality as closely as possible — one of the leading causes of clothing returns, alongside size.
Returns and try-on as part of the process
Clear return and exchange terms need to be visible before purchase, not after — customers unsure about size are more likely to order when they know exchanges are simple.
A useful practice in Uzbekistan is offering try-before-you-buy with the courier for orders above a certain amount — it reduces uncertainty and lifts conversion on higher-priced items.