“SizeWise represents a prime example of how AI and machine learning can transform the way parents navigate the world of e-commerce while at the same time contribute to sustainability goals.”

Alan Power, CEO, SizeWise

SizeWise was founded in 2022 in Dublin, Ireland, as a spin-out from the University College Dublin, and specializes in mobile-based footwear sizing solutions. Utilizing AI and computer vision, its award-winning solution enables users to obtain accurate foot measurements using their smartphone. The technology aims to provide trust in online sizing to consumers, while supporting the sustainability and commercial goals of retailers and brands, by reducing returns, driving conversions and providing incredible data insights to transform both personal customer engagement and product development.

Business model innovation tailored to meet customers’ needs

SizeWise is a fully integrated system, calibrated and styled to match available footwear brands. It provides accurate, trusted sizing through its AI-powered technology and can be offered as a white-label solution for brands that choose to use it.

With no need to download an app, SizeWise allows parents to scan their child’s foot using just a mobile device. Addressing the problem of size variations across brands, the SizeWise solution enhances online shopping experience, providing size recommendations, thus reducing returns and increasing conversion rates for retailers.

Using a SaaS activity-based pricing model, the company can equally focus on both independent retailers and large brands. Aiming especially to address challenges faced by independent retailers who do not have the budget to support the implementation of complex software, SizeWise works in partnership with them to boost their online business. As Alan Power, CEO of SizeWise, commented:

“We feel that both (i.e. independent retailers and large brands) are integral parts in supporting healthy foot development, so we ensure the technology is available to all.”

Sharing the same vision and commitment to providing users -and especially children- with the utmost comfort, and leveraging this flexible business model, the company has managed to establish partnerships with market-leading shoe specialists from both categories.

Creating impact on the footwear sector

In addition to supporting traditional footwear retail, SizeWise explores multiple verticals, such as sportwear fitting and 3D printed footwear. Through its activity up to today it has managed to “transform a broken system”, as Alan noted:

“Online footwear purchasing is unsustainable both commercially and from an environmental perspective with low conversions (1-4%) and high returns (30%). SizeWise is helping transform that, we've seen conversions closer to 30% for customers that have scanned using SizeWise.”

Joining D2XCEL: The benefits

SizeWise was one of the 50 companies selected to join the D2XCEL scaling program in September 2024. During the program the company advanced its technology, developing a best-in-class foot scanning solution to support healthy, sustainable footwear sizing with a focus on the children footwear industry.

SizeWise is currently raising capital with early angels already onboard and support by EIT Digital and Enterprise Ireland. This presents a unique opportunity for investors willing to join an early-stage company transforming footwear retail through AI.

Recognised as the Best eCommerce Software, Tool or App of The Year at the Irish eCommerce Awards 2025 and supported by D2XCEL experts, SizeWise is focused on continued growth and impact, making online footwear shopping smarter, easier, and more efficient.

*Note:

Our case studies section illustrates the concrete impact of the D2XCEL scaling programme on selected ventures. They were chosen through a structured process based on mentor and group manager nominations and pre-defined criteria, prioritising companies that demonstrated measurable progress, strong relevance to societal and industrial challenges, innovative approaches, and clear potential for scalability. Together, the cases demonstrate how tailored support, international connections, and structured mentoring are translated into real outcomes across diverse sectors. 

This project has received funding from the European Union under grant agreement Nº101121100. Views and opinions expressed are, however, those of the author(s) only and do not necessarily reflect those of the European Union or the European Innovation Council and SMEs Executive Agency (EISMEA). Neither the European Union nor the granting authority can be held responsible for them.