More Than Technology: Why WEARFITS Was Named a Positive Impact Startup 2026

In modern e-commerce, success is usually measured by conversion rates, revenue, and the number of new users. At WEARFITS, we believe that in 2026, the true value of a company goes deeper. It lies in the real impact we have on our surroundings, the planet, and the way people consume.

That is why we are proud to share that WEARFITS has been officially recognized as one of 21 positive impact organizations in this year’s list accompanying the 20th anniversary edition of the “ESG Ranking. Responsible Management”, organized by Kozminski Business Hub at Kozminski University.

The distinction was announced during the ESG Ideas Fair, organized by the Responsible Business Forum. For us, it is much more than another award. It is a clear confirmation that our work on transforming the digital fitting room is not just an exciting innovation. It is a practical tool for tackling one of the biggest challenges in modern retail: waste generated by returns.

What does it mean to be a Positive Impact Startup?

In recent years, “impact” has become an important part of how modern companies think about growth and responsibility. As experts from Kozminski University point out, traditional ESG efforts often focus on “doing a little less harm” by reporting and monitoring the negative effects of business activity.

Positive Impact Startups go further. They are organizations that not only reduce their environmental footprint, but actively build innovations that help solve key social, environmental, and business challenges.

WEARFITS was recognized in the Tech4Good category, which highlights technologies used for social and environmental benefit. The ranking jury, made up of experts from academia, business, and NGOs, appreciated the way our solutions help reduce returns and overproduction in the footwear and fashion industries.

Returns: the silent challenge of e-commerce

Why is reducing returns so important for sustainability? In e-commerce, returns are often called a “silent killer” — and for good reason.

In footwear and fashion, return rates often range from 20% to 35%. In 2024 alone, consumers in the United States returned goods worth nearly 890 billion dollars.

For retailers, every returned pair of shoes means more than a lost sale. It also brings significant operational costs. Reverse logistics — including shipping, inspection, repackaging, and restocking — can cost an average of 15 to 25 dollars per parcel. In many cases, processing a return can amount to as much as 65% of the original product price.

And not every returned item can be sold again at full value. Damaged packaging, signs of use, or handling issues often lead to markdowns or, in the worst case, disposal.

The environmental cost is just as serious. Returns generate additional CO₂ emissions from transport, create packaging waste, and increase pressure on landfill systems. For footwear brands with ambitious sustainability goals, high return rates are a barrier that is extremely difficult to overcome without the right technology.

From “Will this fit?” to “I’m buying it”

One of the main reasons people return shoes bought online is uncertainty. Customers are unsure about size, fit, and whether the product will look and feel the way they expect.

This uncertainty often leads to “bracketing” — ordering multiple sizes or colors with the intention of keeping one and sending the rest back. In practice, the fitting room is moved into the customer’s home, at a cost to both the retailer and the environment.

WEARFITS changes this experience.

Our AR Shoe Virtual Try-On solution brings the fitting-room experience directly to the customer’s smartphone. With augmented reality, shoppers can point their phone camera at their feet and see how shoes look on them in real time.

This removes guesswork. Customers can see whether a shoe looks too bulky, whether the color fits their style, and how the product appears in context.

But we do not stop at appearance. Our Virtual Try-On & Sizing feature addresses the most difficult part of online shoe shopping: physical fit.

Using heatmaps, we show customers where a shoe may feel tight and where it fits comfortably. This gives shoppers a clear size recommendation before they click “Add to cart”.

Measurable impact, backed by data

Our recognition as a Positive Impact Startup 2026 is based on real, measurable results. Brands using WEARFITS solutions have seen:

A reduction in returns of up to 25%, thanks to realistic visualization and precise size guidance.

For a footwear business generating one million dollars in revenue, a 25% reduction in returns can mean tens of thousands of dollars in recovered margin and logistics savings.

From an ESG perspective, it also means thousands fewer parcels in transit and significant savings in packaging materials such as plastic and cardboard.

Scalable impact for real change

We believe positive impact must be scalable to create meaningful market change.

Many AR innovations struggle because they can only cover a small number of selected products. WEARFITS changes this with AI-powered photo-to-AR technology.

We can digitize up to 100 footwear models in under two hours using only existing product photos. This means that brands, regardless of catalogue size, can launch a digital fitting-room experience in days rather than months.

Building a more mature business together

The ESG Ranking by Kozminski University, with participation from more than 60 of the largest companies in Poland, shows that Polish business is becoming more mature. Responsibility is no longer just an addition to strategy. It is becoming part of the strategy itself.

We are proud that WEARFITS can stand alongside leaders such as ING Bank Śląski, Orange Polska, and Danone, providing innovations that help turn sustainability goals into practical business solutions.

We would like to thank the jury chaired by Professor Bolesław Rok, as well as all partners, including BDO, the Responsible Business Forum, and UNEP/GRID-Warsaw Centre, for recognizing our work.

This distinction motivates us to keep scaling our positive impact.

In 2026, being online is no longer enough. Customers expect transparency, confidence, and better choices. At WEARFITS, we provide tools that turn “Will this fit?” into a confident, informed, and more responsible purchase decision.

Together, we can take on the silent challenge of e-commerce, protect business margins, and care for the planet at the same time.

WEARFITS — For the love of shoes, with respect for the planet.

Want to know more? Read this Rzeczpospolita article about ESG and startups of positive impact. 

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