Why sneaker sizing fails
Almost every sizing complaint in this category comes from the same mistake: trusting the letter or the EU number on the box. A 43 from one factory is not a 43 from another, and the number on a Chinese listing often describes the mould rather than the foot. The only number that travels reliably is the length of your foot in centimetres.
Once you have that number, sizing becomes a short adjustment per shape family. A court low needs half a size down; a knit runner needs half a size up; a retro runner is usually true. That is the whole system, and it is worth learning properly once.
Measuring your foot
- Put a sheet of paper on the floor against a wall.
- Stand on it with your heel touching the wall.
- Mark the tip of your longest toe — often the second toe, not the big one.
- Measure from the wall to the mark in centimetres.
- Repeat for the other foot and use the longer measurement.
- Do this in the evening, when feet are largest.
Write the number down. It is the only measurement you need for every future sneaker order, and it does not change.
Converting to a size
| Foot length | EU | US men | UK | Typical shape |
|---|---|---|---|---|
| 24.5 cm | 39 | 6.5 | 6 | Court low: 38.5 |
| 25.5 cm | 40.5 | 7.5 | 6.5 | Court low: 40 |
| 26.5 cm | 42 | 8.5 | 7.5 | Court low: 41 |
| 27.5 cm | 43 | 9.5 | 8.5 | Court low: 42.5 |
| 28.5 cm | 44.5 | 10.5 | 9.5 | Court low: 44 |
The last column shows the half-size-down adjustment for a wide court shape. This table is a rough guide; always prefer the foot-length column on the product page, because chart conventions differ between sellers.
Adjustments by shape
- Court low: half a size down. Wide last, thick padding.
- Basketball retro: true to length, narrow waist. Do not size down.
- Knit runner: half a size up, full size for wide feet.
- Retro runner: true, roomy toe box.
- Trail and max cushion: true, or half down for city wear.
- Skate: half to full size down.
- Boots: half up for thick socks; half down for shearling.
Wide feet, narrow feet, high instep
Width is not usually listed on a Chinese size chart, which is why the shape family matters more than the number. If your foot is wide, avoid shoes with a narrow waist and look for a retro runner or a court low. If your foot is narrow, a knit runner can slip at the heel; look for a laced shape with a structured heel counter.
A high instep is the most common invisible problem. It makes a shoe feel tight across the top even when the length is right. Lacing patterns can help — skip the second eyelet — but the simplest fix is to choose a shape with a higher, softer tongue.
The QC photo routine
When your pair reaches the warehouse, you get a set of photos. This is your last cheap chance to fix a problem.
- Both shoes side by side from the side, top and heel. Shapes should match.
- Toe boxes at the same height and angle.
- Sole join clean, with no glue marks or gaps.
- Size label inside the tongue matches your order.
- Insole length if you asked for a measurement.
- Colour match between left and right, and against the listing.
- Accessories — spare laces, insoles, box if promised.
For a specific shape, use the guide for that brand — the checks differ. A court low is judged on the toe box and midsole; a knit runner on the heel and knit pattern; a boot on the welt and lining.
Asking for a measurement
The single most useful extra service is an insole measurement. Ask the agent to remove the insole and measure it from heel to toe in centimetres. Compare that to your foot length plus 0.5 cm of clearance. If the number is too small, ask for an exchange before the parcel ships.
Be specific in the request. "Please measure the insole from heel to toe and photograph the ruler next to it" gets a usable result; "is it true to size" does not.
Exchanges and timing
| Problem | Typical outcome | Cost |
|---|---|---|
| Wrong size sent | Exchange with the seller | Seller pays domestic shipping |
| Wrong colour | Exchange or return | Depends on the seller |
| Glue marks, minor flaw | Usually accept | None |
| Crushed heel or misshapen | Exchange | Worth pursuing |
| Size fits but you dislike it | Return to seller if accepted | You pay domestic shipping |
Everything is easier before the international shipment. After it, you are dealing with return postage that usually costs more than the shoes.
Weight and the parcel
A pair of low sneakers is 0.8 to 1.1 kilograms; a basketball retro is 1.0 to 1.4; a boot is 1.3 to 2.0. The box adds 300 to 500 grams and significant volume. Remove it unless you need it, stuff the shoes with paper and ship pairs together.
For a broader view of how a parcel comes together, read the brand guides on this site — Nike and Air Force 1 for the classic shape, New Balance for the most forgiving fit.
The honest limitations
No photo can tell you how a shoe feels. Cushioning, arch support and flex are invisible until you walk. What this routine does is remove the errors that are visible: the wrong size, the wrong shape, the mismatched pair, the glue mark. The rest is the risk you accept when you buy footwear you cannot try on.
And the usual caveat: listings may contain unbranded or differently named products, and prices change. Read the option list and confirm the figures in your cart before you pay.