Size charts break internationally due to measurement systems, naming conventions, and labeling differences. A US “Large” might be “XL” in Europe or “XXL” in Asia. Product Image Translate Easy lets you show market-specific size charts automatically – centimeters for EU customers, inches for US – from a single product listing.
TLDR: Ready to give your international customers sizing confidence? Install Product Image Translate Easy and start showing the right size chart to every customer.
Size charts might be the most underestimated conversion factor in international apparel selling. A customer can love your product photos, connect with your brand story, and be ready to buy, then abandon their cart because they can’t figure out whether your “Large” will actually fit them.
The sizing problem compounds across borders. Measurement systems differ. Size naming conventions vary. What counts as “Medium” in the US maps to completely different expectations in Europe, the UK, and Asia.
For Shopify merchants selling clothing, shoes, or any sized products internationally, providing clear, localized size charts isn’t optional. It’s the difference between confident purchases and hesitant abandonment.
Three overlapping problems make size charts complicated for international stores.
The first is measurement systems. US sizing uses inches. Most of Europe uses centimeters. A chest measurement of 38 means nothing to someone who measures in metric, and 96.5cm is equally meaningless to an American shopper.
The second is size naming conventions. US women’s clothing sizes run 0, 2, 4, 6, 8, and so on. UK sizes start at 4, 6, 8, 10 but map to different measurements. European sizes use numbers like 34, 36, 38, 40. Asian sizes often run significantly smaller than Western equivalents.
The third is size labeling. What a US brand calls “Large” might correspond to “XL” in European markets or “XXL” in some Asian markets. Showing only your home market’s size labels forces customers to research conversions themselves, research most won’t bother doing.
Each problem alone creates friction. Together, they make international apparel purchasing feel risky. And when purchasing feels risky, customers don’t purchase.
Getting sizing wrong costs money on both ends. The customer pays for shipping and waits for delivery only to find the item doesn’t fit. They’re frustrated and unlikely to buy again.
You pay for return shipping, restocking, and customer service time. The product might not be resellable at full price. The customer acquisition cost you paid for that buyer is wasted.
Industry data suggests that sizing issues drive a substantial percentage of apparel returns. For cross-border purchases, where customers can’t easily exchange and may face customs complications on returns, the stakes are even higher. Many customers simply won’t risk it without clear size guidance.
A properly localized size chart isn’t just a translated version of your original. It’s a rebuilt reference document for each market.
Measurements should appear in local units. European charts show centimeters. US charts show inches. Don’t make customers convert mentally because most won’t bother.
Size names should map to local conventions. If you sell a US Medium, your European chart should show this corresponds to EU 38-40 or whatever the actual mapping is for your specific products.
Fit guidance should be clear. Terms like “relaxed fit” or “runs small” translate, but the implications vary by market. Be explicit about whether to size up or down.
Visual measurement guides should be included. Diagrams showing where to measure chest, waist, hip, and inseam work better than text descriptions. These diagrams need translated labels.
Many merchants try to handle size charts as HTML tables in their product descriptions. This can work, but it has limitations.
Complex charts with multiple columns and conversion mappings are hard to format in product descriptions. They often render poorly on mobile. They’re easy to break with theme updates.
Size charts as designed images solve these problems. A well-designed size chart image is visually clear, mobile-friendly, and format-stable. It can include measurement diagrams that would be impossible in a text table.
But image-based size charts create the localization challenge this article addresses: how do you show different chart images to different markets?
Without a dedicated tool, merchants typically try one of these approaches.
Some create a “universal” size chart showing all systems simultaneously. This technically provides all information but creates a cluttered, confusing visual. Customers hunting for their specific size in their specific system wade through irrelevant data.
Others include only their home market’s sizing and hope customers figure it out. This saves effort but abandons international customers. You’re essentially telling them the product isn’t really for them.
A few merchants create separate product listings for each market with appropriate size charts. This works but creates inventory management chaos. Your “Blue Sweater – EU” and “Blue Sweater – US” are the same product but appear as different SKUs. Stock doesn’t sync. Analytics fragment. Discounts need to be applied multiple times.
The clean solution is showing different size chart images based on which market or language the customer is shopping in. Same product, same SKU, same inventory, but the size chart that displays matches the customer’s context.
Product Image Translate Easy handles exactly this scenario. You create your market-specific size chart images: one for US customers showing inches and US sizes, one for EU customers showing centimeters and EU sizes, and so on.
Upload each version to the app and map it to the appropriate language codes. When a customer in Germany views your product in German, they see the German size chart. A customer in the US sees the US chart. The product remains unified in your admin.
If you’re starting from scratch, design your size charts with localization in mind.
Use a template or design file that separates measurements from structure. The table layout, colors, and branding stay consistent. The numbers and size labels live on editable text layers.
Create your primary market version first. Get the design finalized, then duplicate and modify for additional markets. Keeping consistent structure makes it obvious when something is misaligned.
Double-check your conversions. Inaccurate size mappings are worse than no mapping at all. If you’re unsure how your products map to international sizing conventions, get samples measured or work with a sizing consultant.
If you have existing size charts baked into images, you may need design help to recreate them with editable text layers. This is worth the investment for products where sizing drives significant returns.
If you sell hundreds of products, localizing every size chart immediately may not be practical. Prioritize based on sales volume and return rates. Products generating the most international sales and the most sizing-related returns should be first.
Focus on your biggest international markets. If 70% of your non-domestic sales come from Germany and the UK, start there rather than trying to cover every possible market simultaneously.
Consider your product categories. Fitted items like dresses and tailored shirts need detailed charts. Oversized or one-size items may need minimal sizing information.
When a customer in France can view your size chart in centimeters with EU sizing, they can shop with confidence. They know exactly what they’re ordering. They’re more likely to buy and far less likely to return.
This confidence directly impacts your business metrics. Higher conversion rates in international markets. Lower return rates and associated costs. Better customer reviews and repeat purchase rates.
For a relatively small investment in creating localized charts and setting up dynamic delivery, the return compounds across every international order.
Ready to give your international customers sizing confidence? Install Product Image Translate Easy and start showing the right size chart to every customer.