Zalando has acquired Swiss body-scanning app Fision.

The German e-commerce platform’s latest acquisition aims to help customers overcome the challenge of getting the right size and fit when buying online.

Announcing the move as part of its strategic investment in customer experience, the company said it would leverage Fision’s computer vision technology to enable a body scanning app and ‘virtual dressing room’.

Sizing systems across categories, regions, and brands vary dramatically, creating confusion and unnecessary returns for customers, according to Zalando.

Jim Freeman, Zalando’s chief technology officer, said: "We are constantly on the lookout for new teams and technologies that can help us provide the best experience to our customers along their entire fashion journey.

“We will continue to invest in strengthening Zalando’s tech capabilities in order to propel us on our path to become the starting point for millions of fashion customers across Europe.”

Customers will be able to generate precise body measurements which they can use to receive more accurate size advice, and purchase items they know will fit.

Stacia Carr, Zalando’s director of engineering for size and fit, added: “Customers
will get size advice earlier in their relationship with Zalando - at the same time, we can create a feedback loop between brands and consumers designed to drive customer loyalty and in the long run reduce waste.”

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