SAIZ Calls for Structural Change in Sizing & Fit at E-commerce Berlin Expo 2026

On the first evening of the Expo, SAIZ joined industry leaders at the E-commerce Germany Awards as a Top 10 finalist in the Analytics & BI category. The recognition reflects a growing industry focus on data transparency, measurable performance, and infrastructure level thinking in fashion e-commerce.

The second day featured a keynote session by SAIZ Co-Founder and CEO, Marita Sanchez de la Cerda, on the Female Stage titled:

“How working on fit changed the way I look at fashion e-commerce.”

In her talk, Sanchez de la Cerda reframed fit as more than a size recommendation question. She outlined how working deeply on sizing exposes systemic disconnects between product data, customer behavior, and commercial decision making.

“When you start analyzing fit in detail, you realize it is not a single team’s responsibility,” she explained on stage. “Fit reveals whether product data, customer data, and business metrics are connected. In many organizations, they are not.”

Her message resonated strongly with brands navigating persistent return challenges, especially in the DACH region, which continues to report some of the highest apparel return rates in Europe.

Across numerous meetings with apparel brands and retailers, recurring themes emerged.

“We tried in-house solutions. We tried external PDP widgets. Nothing worked.”

According to Fiori Dalipi, Brand Partnerships & Growth Lead at SAIZ:

“Brands told us they tried in-house logic and external PDP tools, but the outcomes remained limited. The common denominator is that sizing and fit were never addressed as a connected data problem across product and e-commerce.”

Many brands confirmed they possess product measurements and size tables, yet these datasets are rarely connected to live e-commerce data or shopper behavior. As a result, teams lack visibility in how specific styles, cuts, and grading decisions perform in reality.

When the link between product and customers is broken, responsibility often shifts to marketplace dynamics or customer habits. However, discussions at the Expo reflected a growing recognition that limited system integration is a core issue.

It also sparked a broader question: If 60% to 70% of returns are commonly attributed to sizing and fit, why are things like static size charts still the dominant tools in 2026?

Another prominent topic throughout the Expo was the rapid rise of GenAI in e-commerce. Brands are increasingly using generative AI to enhance PDP content, improve engagement, and drive conversion.

While richer content can support the shopping experience, many conversations acknowledged that improved copy or imagery alone cannot solve inconsistent sizing performance.

SAIZ addresses this challenge by enabling brands to connect product specifications, grading logic, and fit-related attributes with real shopper body data, behavior, and return signals. This creates transparency at product level, allowing teams to identify sizing inconsistencies, align cross-functionally, and provide shoppers with accurate information where they shop.

E-commerce Berlin Expo 2026 reinforced a broader shift in mindset.

Sizing and fit are not isolated UX features. They are indicators of how well a brand’s product data, customer data, and commercial systems work together.

As brands across the DACH region and Europe continue to confront high return rates and margin pressure, the conversation is evolving from managing returns to understanding and correcting the root causes behind them.

SAIZ continues discussions with apparel brands ready to move beyond fragmented sizing logic and build a connected foundation between product decisions and customer outcomes.