Shoes are one of the trickiest things to buy online. Size numbers vary between brands and countries, and two pairs in "your size" can feel completely different. A few minutes with a tape measure and the product page makes a big difference.
Measure your feet properly
Measure at the end of the day, when feet tend to be slightly larger, and wear the kind of socks you'd normally wear with the shoes.
- Stand on a sheet of paper with your heel against a wall.
- Mark the tip of your longest toe (it isn't always the big toe).
- Measure from the wall to the mark in centimetres or millimetres, and in inches.
- Measure the widest part of your foot, across the ball of the foot.
- Do both feet. It's normal for one to be a little bigger; buy for the larger foot.
Many brands publish a chart that converts foot length to their sizes. Foot length is a much more reliable guide than the number on your current shoes.
US, UK and EU sizes
There isn't one universal conversion, and brands round differently. In general:
| System | How it works |
|---|---|
| US | Separate scales for men's and women's. A women's US size is a higher number than the men's size for the same foot. |
| UK | Usually one scale for men and women. UK numbers are typically lower than US numbers for the same foot. |
| EU | A single, larger number range (often in the 30s and 40s for adults). Steps between sizes are smaller. |
| Mondopoint / cm | Some brands, especially for sports and outdoor footwear, list the foot length in centimetres or millimetres. Very handy for comparing. |
If a store offers its own conversion chart, use that rather than a generic one. When a page lists only one system, look for the foot-length measurement behind it.
Width matters as much as length
A shoe that's the right length but too narrow will still pinch.
- US widths often use letters (for example narrow, medium and wide, with more letters for extra-wide). Medium is usually the default if nothing is listed.
- UK widths may use letters too, or simply "standard" and "wide fit".
- Many fashion styles come in one width only. If you have wide or narrow feet, check reviews for comments about width before ordering.
Half sizes and in-between feet
- If a brand doesn't offer half sizes, most people go up rather than down, then use a thicker sock or an insole to take up space.
- Check the reviews for "runs small" or "runs large". Patterns across several reviews are more useful than one opinion. Our guide on spotting fake reviews helps you tell genuine feedback apart.
- Consider the use. Running and hiking shoes are often bought with extra room at the toe, because feet swell during activity.
Materials and breaking in
| Material | What to expect |
|---|---|
| Leather | Can soften and mould to your foot over time, especially across the width. Length won't change much. |
| Suede and nubuck | Softer from the start, but needs protecting from water. |
| Synthetic uppers | Usually feel the same on day one as they will later. Don't count on stretch. |
| Knit or mesh | Flexible and often forgiving on width. |
| Rubber or plastic | Very little give. The fit you get is the fit you keep. |
A shoe can soften, but a shoe that's too short won't get longer. If your toes hit the end, it's the wrong size.
Returns: test before you commit
- Read the returns policy before you buy. Check the time limit, whether returns are free, and whether exchanges for a different size are offered.
- Try shoes on indoors, on a clean floor or carpet. Worn soles usually can't be returned.
- Keep the box and packaging. Many stores ask for shoes to come back in the original box.
- Ordering from abroad? Return postage can be expensive and slow. Our international shipping and customs guide explains what to check, and the refunds and chargebacks guide covers what to do if a refund doesn't arrive.
The short version
Measure foot length and width, use the brand's own chart rather than the number on your old shoes, remember US men's and women's sizes differ, go up rather than down between sizes, and only buy where returns or size exchanges are straightforward.