On the up · 5 October 2016

EyeFitU: Providing UK consumers with a customised online shopping experience

online shopping
EyeFitU’s algorithms combine user data including body size, measurements, style preferences and feedback
Online shopping has opened up the retail world to a global audience. However, with designs, sizes and styles varying across regions and retailers, it is not always easy to shop with confidence online.

Business Advice metisabelle Ohnemus, founder at EyeFitU theapp that collates consumer shopping data to get to know users, providing a unique, customised online retailexperience. She told us more about her venture.

(1) Who are you and what’s your business?

EyeFitU is a self-styled ‘smart-shopper? app that lets users find their size in seconds. We already partner up with hundreds of leading fashion brands and online stores worldwide including big UK names like Net-a-porter, River Island, Warehouse and Farfetch.

These affiliated brands work with us to match users? profiles and measurements with their size charts so shoppers can be sure of always getting the right fit.

(2) How long have you been around for?

EyeFitU was founded in 2013, after mypersonal experiences with inconsistent’sizing.

(3) How do you make money?

Users can use the platform free of charge. EyeFitU earns commission from the sales generated by its users with the online shops. As we are a context-sensitive fashion and lifestyle advertising channel, we plan to add advertising in the near future. With the growing number of users, the aggregated information about user preferences and sizing will be highly valuable for the fashion retailers.

In its last funding round in April 2015, EyeFitU raised 2.7 m.

(4)whatmakes you different and why should people take notice?

EyeFitU has the power of revolutionising online shopping, from both B2C and B2B perspectives. From a consumer point-of-view, it’s the first mobile app that helps you to buy with confidence that what you’re buying is in your real? size, saving time and avoidingthe disappointment of receiving a wrong garment. From a retailers? point-of-view, the app is a real game changer in terms of returns, which cost millions to brands.

EyeFitU’s sizing engine is the world’s first, combining statistical data, user body sizes, measurements, preferences and feedback with the sizing of the clothing. The result is a better shopping experience for the customer and, when they have the confidence that their purchase will fit perfectly, customers will be keen on going back to the same brands and outlets.

The multiple profiles feature is something people should take notice. It allows users to shop for their beloved ones simply adding their measurements and it is a chance for brands to gain new customers who havent dared before to shop for others, afraid of a wrong fit.

(5) What was key in terms of getting started?

Finding the right people to join me in this adventure.

(6) What’s your biggest achievement to date?

That our sizing algorithm works. We give the right sizing recommendations and therefore we have now more than 50 online stores on our platform.

(7) What setbacks have you had along the way?



Praseeda Nair is an impassioned advocate for women in leadership, and likes to profile business owners, advisors and experts in the field of entrepreneurship and management.

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