Sell shoes online

The size table does the work

Publish your own conversion table — EU, UK, US, centimetres — on the product page, with a different table per product type if your trainers and your boots are not sized alike. One table, written once, applied to every pair that uses it.

The shopper who can measure their own foot against your numbers does not need to order two sizes and send one back.

Stock lives on the size, not the model

Each size is a variant with its own stock, SKU and barcode. When the 43 runs out, the 43 is sold out and the rest keep selling — the product page stays up, which matters because that page is what ranks.

• Stock, price and barcode per size
• Back-in-stock alerts on the exact variant, not the product
• Stock split across more than one warehouse or shop
• Bulk edits when a whole model changes price

Returns cost real money in footwear

A returned pair is a delivery you paid for, a delivery back, and a product to inspect before it can be sold again. The returns flow records the reason every time, so after a season you can see which model is sized wrong instead of guessing.

• Customer-opened returns that you approve or refuse, with the reason
• Reasons counted per product and per model
• Exchange to another size, created as a new order
• Refused-on-delivery kept apart from delivered revenue

Cash on delivery, with the refusals under control

Where shoppers pay the courier, every order gets a risk score from 0 to 100 with its reasons: parcels this phone number refused before, orders delivered successfully, repeat orders from the same number, whether the customer is new.

Numbers on your block list can be stopped before the order is created, with a polite message asking them to call you. Above a value you choose, you can require payment upfront instead.

Photos from customers sell the next pair

Reviews with photos answer the two questions a description cannot: does it look like that in daylight, and does it run small. Reviews can be collected automatically after delivery, and shown with the pictures buyers send.

The same catalogue feeds Google Shopping, Instagram and TikTok, so what you advertise is what you actually have in stock.

Read more: Cash on delivery, built in — with fraud protection, One store for every market, One catalog, every sales channel.