Fit recommendation technology provider Rakuten Fits Me has launched a new fashion and apparel search tool that enables online retailers to suggest and sell accurately sized products to shoppers.

Through the Fit Match solution, retailers can offer personalised services catering to customers’ unique styles and individual body sizes.

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The tool also enhances the company’s Fit Origin technology that allows consumers to purchase fashion products that meet their body size requirements.

Rakuten Fits Me CEO Vicky Zadeh said: "As e-commerce continues to fuel global retail growth, it is critical for merchants to stay ahead of evolving consumer expectations.

“Shopping is the biggest performance driver for retailers, and specific to fashion and apparel, the ability to deliver products with accurate fit, which reduces return costs, sits as the most critical revenue driver.

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"As e-commerce continues to fuel global retail growth, it is critical for merchants to stay ahead of evolving consumer expectations."

“Our goal with Fit Origin and Fit Match is to arm retailers with innovative and powerful technologies that exceed consumer demand and drive profitable business value."

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Automatically accessible through the Fit Origin platform, tje tool is expected to empower retailers’ capability to deliver personalised shopping services.

The platform utilises an algorithm that comprises consumer data from more than 30 million profiles, garment type data, attribute mapping and data science algorithms.

It assists shoppers in making decisions in terms of understanding what products best suit them.

A retailer needs to establish a Fit Origin profile for each customer before being able to utilise the Fit Match search tool to make recommendations.

Based on their Fit Origin profiles, each shopper is shown in-stock products with specified size requirements.

Rakuten Fits Me’s technology also offers insights that enable brands to increase customer loyalty.