Buying shoes online: how to get the size right
Measure your feet, read size charts properly and avoid the return queue.
Adsokane team · Updated 1 November 2026 · 4 min read
Wrong size is the number one reason shoes go back. Five minutes with a ruler fixes most of it.
Measure your feet
- Measure in the evening, when feet are slightly larger.
- Stand on a sheet of paper and mark your heel and longest toe.
- Measure the distance in centimetres. Do both feet and use the larger one.
Use the brand’s size chart, not your usual number
UK, US and EU sizes don’t map perfectly, and brands differ. Find the brand’s chart on the product page and match your foot length in centimetres. If you are between sizes, go up half a size for running and sports shoes.
Read reviews for fit
Reviews often say whether a shoe runs small, large or narrow. Look for comments from people who mention their usual size in the same brand.
Tip:Keep the box and tags until you have worn the shoes indoors for a while. Most stores will only accept returns in original condition.
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