Straight to the point
Here’s a question for you:
Are you paying attention to midsize shoppers? Because if you’re not, you’re leaving money on the table.
Midsize customers, typically sizes 8 to 14 (sometimes up to 18, depending on the brand), make up a huge portion of shoppers. They’re often stuck in the middle – caught between straight sizes that run too small and plus sizes that aren’t designed for them. Frustration, abandoned carts, and high return rates are what ensue in this size limbo.
The good news is you don’t need to give your midsize shoppers helplessly wandering in fashion e-commerce limbo. You can fix the problem!
By making a few smart changes to your store—like expanding your size range, using better product photos, and improving fit recommendations you can boost conversions, reduce returns, and turn things around for midsize shoppers. Let’s get into it.
But First, What Is Midsize Clothing?
Midsize clothing sits between straight sizes (typically XS–L) and plus sizes (16+).
But here’s the thing, many brands don’t actually design for midsize bodies. Instead, they take straight-size patterns and just make them bigger, which doesn’t always work.
The result?
A lot of midsize shoppers end up feeling like nothing fits quite right. A size 12 in one store fits like a 10 in another. A pair of jeans might fit in the waist but gape at the hips. A dress might hug in all the wrong places. It’s frustrating, and it’s why so many people dread online shopping.
But that’s exactly why you have an opportunity to stand out. If you make midsize shopping easier and more reliable, these customers will choose your store over and over again.
Why Midsize Shoppers Struggle to Find the Right Fit
If your store isn’t catering to midsize shoppers yet, it’s probably because you haven’t realized just how hard it is for them to find clothes that actually fit. Here’s what they’re dealing with:
Inconsistent sizing across brands: A size 12 in one store might be a 10 or a 14 somewhere else. It’s a guessing game.
Lack of midsize representation: If all your models are a size 2 or 16, midsize shoppers have no idea what your clothes will look like on them.
Limited options: Many brands cut off their straight sizes at 10 or start their plus sizes at 16, leaving midsize shoppers with very few choices.
Frequent returns: Because sizing is so unpredictable, midsize shoppers often buy multiple sizes, try them on, and send back what doesn’t work.
And you know what that means for you? More returns, less customer loyalty, and lost sales. But you can change that.
How to Make Your Store a Go-To for Midsize Shoppers
Want to turn midsize shoppers into repeat customers? Here’s how:
1. Expand Your Size Range
If you’re stopping at size 10 or only offering plus sizes beyond 16, you’re missing out on a massive audience. Offering sizes 8-18 (or beyond) makes your store instantly more inclusive.
Not sure which sizes to stock?
Look at your customer data. Are shoppers returning size 10s because they’re too small? Are size 12s selling out quickly? That’s a sign there’s demand for more midsize options.
2. Show Clothes on Midsize Models
Most brands only use straight-size (2–4) or plus-size (16+) models, which leaves midsize shoppers guessing. Show your clothes on real midsize bodies!
Pro Tip: Use multiple models for the same product. A small, midsize, and plus-size model in the same dress? That’s a recipe for more sales.
3. Upgrade Your Size Chart & Fit Guide
A generic size chart with waist and hip measurements isn’t enough. Midsize shoppers need more details.
Here’s how to improve your fit guide:
- Include more body measurements as well as garment measurements;
- Add fit notes (e.g., “Runs small, size up if between sizes”);
- Use an AI-powered size recommendation tool (like Size & Fit) to help shoppers find their perfect size without the guesswork.
Read: Women’s Size Charts: A Guide for Small Fashion E-Commerce Brands
4. Make Fit Details Clear in Product Descriptions
Your product descriptions should do more than just say “100% cotton, mid length.” Help shoppers understand how the item actually fits.
Instead of: “Relaxed fit, high-rise jeans”
Try: “These high-rise jeans have a relaxed fit through the thigh with a slightly tapered leg. If you’re between sizes, size down for a snug fit or size up for a more relaxed look.”
See the difference?
That little bit of extra detail reduces returns and boosts shopper confidence. If you need more inspiration, make sure to check out our 4 reasons why product descriptions are so important.
5. Use Customer Reviews & UGC (User-Generated Content)
Nothing builds trust like seeing real customers wearing your clothes. Encourage midsize shoppers to leave reviews and upload photos.
Consider adding a review section that lets customers share their height, weight, and size. It makes shopping way easier for other customers who are the same size!
6. Highlight Midsize-Friendly Brands & Collections
If your store carries multiple labels, consider curating a dedicated collection for midsize shoppers. Highlight brands that prioritize fit for in-between sizes or create a “Midsize Must-Haves” category on your site. Showcasing clothing specifically designed with midsize bodies in mind helps shoppers feel seen and makes their shopping experience much easier.
7. Educate Your Customers About Fit & Fabric
Midsize shoppers struggle with sizing but they also need guidance on how different fabrics and cuts will fit their bodies. Use blog posts, product descriptions, and social media content to educate shoppers on fit nuances like:
- Which fabrics have stretch and which don’t?
- What silhouettes work best for midsize bodies?
- How should shoppers measure themselves for the best fit?
This extra effort builds trust and makes customers feel more confident in their purchases.
Why Midsize is a Win-Win for Your Store
Making your store more midsize-friendly is just good for your customers, and it’s great for business.
Here’s what happens when you get midsize sizing right:
Higher conversion rates: When shoppers trust your sizing, they hit “Buy Now” instead of leaving your site.
Fewer returns: Better size recommendations = fewer refund requests.
More customer loyalty: Once midsize shoppers find a brand that gets their fit right, they stick around.
Midsize Shoppers Are Waiting, Are You Ready for Them?
Midsize fashion isn’t a niche. It’s a massive, underserved market. If you make these simple changes, like expanding your size range, improving your size guides, and using better product photos, you can turn frustrated shoppers into loyal customers.
So, what’s the move? Make midsize shopping effortless. And if you’re looking for more ways to bring greater representation to your online fashion store, be sure to check out our article about inclusive sizing.
