Sizing for Diaspora Shoppers Who Think in UK and US Sizes

The best way to size for diaspora shoppers is to show your own measurements first, then add the closest UK and US labels beside them. Diaspora buyers in London, Manchester, Houston or Atlanta think in the sizes they buy locally, so they need a bridge from those labels to your chart.

A Nigerian brand's "size 12" and a UK high street "12" are rarely cut the same. When an overseas customer assumes they match, the result is an expensive international return. This guide shows how to build that bridge without guessing. It fits into our larger guide to virtual try-on for African fashion brands.

Why do diaspora shoppers order the wrong size?

They do what any shopper does: order the size they usually wear. The problem is that "usual size" means a label from a store abroad, not a body measurement.

Three things make this worse:

• UK and US numbers differ. A UK 12 and a US 12 are different sizes. US women's numbers usually sit lower than UK numbers for the same body.
• Brands differ. Even within the UK, two retailers can cut a 12 differently.
• Your chart may use a third system. Many Nigerian brands use their own numbering, or letters, cut from local patterns.

A shopper switching between all three will often get it wrong.

Should you use UK, US or your own sizes?

Keep your own sizes as the main label. They match your patterns, so they are the only ones you can promise.

Then add UK and US labels as a guide, not a guarantee. Phrase it as "closest UK size" so shoppers understand it is an approximation.

Approach	Good for	Risk
Your own sizes only	Local shoppers who know you	Diaspora buyers can't relate to them
UK or US labels only	Familiar to overseas buyers	Promises a fit your pattern may not give
Your sizes plus closest UK and US	Both audiences	Takes a little more work to set up

The third option is the safest for brands selling both at home and abroad.

How do you build a UK and US column for your chart?

Don't copy a conversion table from another site. Build your own from your measurements.

Step 1: Measure your own sizes

List bust, waist and hip for every size you sell, in centimeters and inches.

Step 2: Pick reference charts

Choose one UK and one US retailer that your diaspora customers know well. Use their published size guides as your reference.

Step 3: Match by measurement, not by number

For each of your sizes, find the UK and US label whose bust, waist and hip sit closest to yours. If your hip runs fuller than theirs, note that.

Step 4: Add a fit note

Write one line per product, such as "Fuller hip than UK high street sizing" or "Size up if between UK sizes."

Here is the format to aim for:

Your size	Bust (cm)	Waist (cm)	Hip (cm)	Closest UK	Closest US
10	86	70	96	UK 10	US 6
12	91	75	101	UK 12	US 8
14	96	80	106	UK 14	US 10

Example chart to show the format. Check your brand's own measurements and your chosen reference charts before publishing.

For tips on how to lay out the rest of the guide, see how to write size guides that reduce returns.

How should you show this on Instagram and WhatsApp?

Many diaspora orders still start in a DM. A website chart only helps if people see it.

• Pin a size guide image as a highlight on your Instagram profile.
• Save a short size guide message as a WhatsApp Business quick reply.
• In every product post, include "Size guide in highlights" in the caption.
• When a diaspora customer gives a UK or US size, reply with your matching size and the key measurement.

That last step matters most. "You said UK 14. For this skirt, our 14 fits a hip of 106 cm. Does that sound right?" takes seconds and saves a return.

How do you handle custom and Aso-ebi orders from abroad?

Group orders for weddings are common with diaspora clients. One bride in London might organize Aso-ebi for friends in three countries.

For these, skip labels completely. Ask each person for their measurements, or send a measurement link so they can do it on their phone. A single wrong size in a group order is hard to fix once everyone has traveled to Lagos for the wedding.

How can a body scan bridge UK, US and your sizes?

A body scan skips the label question completely. Instead of asking "what size are you in the UK?", it measures the shopper and matches them to your chart.

With ZeDaq.ai, the shopper in Birmingham or Dallas uploads one photo and enters their height. The scan matches their measurements to your own size chart and shows your label. If you haven't added a chart yet, it falls back to a generic UK, US, EU or AU chart. Our guide to how a body scan picks a size explains the steps.

It also helps you avoid the costs covered in our guide to cutting wrong-size orders.

FAQs

Should I price diaspora orders in pounds or dollars?

That depends on your payment setup. Whatever currency you use, keep the size information the same for every market.

Is EU sizing worth adding?

Only if you have real demand from Europe. Check where your own orders ship before adding another column.

What if a customer insists on their UK size?

Share the measurement behind your matching size and let them decide. If they still choose their usual label, note it in the order so you have a record.

Do men's sizes need the same treatment?

Yes, though menswear often uses chest and waist in inches. Show both units and keep your fit notes short.