Measurement Tools Improve Online Shopping

Shopping online makes life easier, right? If what we ordered fits, that is.

This New York Times story notes that 30 percent of clothes bought online are returned, which could be why online clothing sales account for 5 percent of overall sales.

But some Internet companies are fine-tuning measurement tools that will help shoppers choose the correct size before it's shipped, increasing the chances we'll like what we bought and won't need to return them. Here's a quick look at a few of them:

myShape.com - Plug in your body's measurements, and the site suggests clothes that would fit you well and that you may like based on other information you've entered. A bonus: free shipping both ways. As of this week, myShape.com has reduced the number of questions and information required to fill in to start shopping. Louise Wannier, myShape.com's CEO, tells the Times it should take about 10 minutes to get started.

Intellifit - Imagine walking into a booth and having it size you up, literally? Intellifit's 8-foot-by-7-foot booth "uses a totally safe radio wave to collect numerous, accurate measurements of your body—while you remain fully clothed," its web site proclaims. After 10 seconds, you get a printout of brands and sizes that fit you best. Nordstrom and Levi's stores have been using Intellifit's technology to help customers. Now, the company is rolling out its booths to airports. You'll find them first at the Baltimore/Washington and Newark Liberty airports. Instead of a printout, you'll get an email with a password from Intellifit, where you can sign in and choose from a recommended array of well-suited clothes from retailers including Nordstrom, Levi's, and Lands' End. It will be available for men only first, then women in June, the Times reports.

MyVirtualModel.com - If you've been on Lands' End's web site, you've seen MyVirtualModel in action (pictured). Soon, the company is adding features that will allow shoppers to mix and match clothing pieces from different retailers, and to replace the models' faces with shoppers' own.

Zafu - This service helps women find the perfect brand and size of jeans. The site plans to add plus-size jeans and bras in June.

Can you see a better online shopping experience taking shape?