DIM size guide that costs sales

How many sales does fashion e-com lose when customers can’t figure out their size?

Recently I wanted to buy a pack of briefs on the DIM web store.

The product page offers sizes 32, 34, 36, 38, 40, and I have no idea which one is mine. The size guide takes my height and weight and says T5 (XL). Nothing like that on the product page.

The guide even says all items are shown in French sizes, but 32–40 isn’t in the guide at all. My order history doesn’t show sizes either. The items themselves don’t have 36 or 38 on them. Even AI couldn’t tell which size is mine.

And the store’s answer: just return it within 30 days.

Zero clarity.

The real fix is not hard: just add one extra row to the size table.

I’m curious what share of customers give up here, and how much money it costs the brand.