Case Study

How O'Neill reduces swimwear refunds

In the competitive world of apparel retail, keeping customers satisfied while maintaining profitability is a top priority. One of the biggest challenges retailers face is the high rate of refunds and returns due to sizing and fit issues. In this case study, we explore how O'Neill, an apparel retailer, successfully implemented Prime AI size finder solution on their Shopify store to reduce refunds and improve customer satisfaction.



Increased Sales



Women's Jackets



Women's Swimwear

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The Challenge

O'Neill was experiencing a high rate of refunds and returns especially in the swimwear category. It led to increased costs and lost sales. The primary reason for the returns was sizing issues, as customers often found it difficult to select the correct size when shopping online. Since different styles, seasons, plain or printed bikinis fit differently. O'Neill needed a solution that could help their customers make better sizing decisions and reduce the number of returns.

What does O'Neill say?

“Easy implementation“

“Very helpful team to work with and good customer feedback when using the size recommendation solution. Valuable insights provided in the dashboard and continuous adjustments driven by analytics.”


O'Neill Product Owner in Netherlands

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“Great size recommendation software“

“ The software works perfectly fine and size recommendations can be calibrated based on different product dimensions, size ranges or buying data to create a tailored experience. The guys from Prime AI have a can-do mentality and respond promptly to questions.”


O'Neill E-Commerce Manager in Netherlands

User Image

The Solution

O'Neill implemented Prime AI size finder technology, which uses advanced neural networks, algorithms, sales refunds and product data to help more shoppers to buy size that fits, especially first time buyers. The solution was seamlessly integrated into their Shopify online store, allowing customers to input their age, height, weight or answer a few simple questions about their body shape and fit preferences. Based on this information, the Prime AI solution recommended the most suitable size for each customer matching them in real time to the actual product they are viewing.

The Results

After implementing Prime AI size finder app, O'Neill experienced the following results:

  • Reduced refunds: During the year of 2022, O'Neill saw 13% less refunds in the Women's swimwear category for customers who ordered recommended sizes. This decrease led to significant cost savings and increased profitability. Similar results are visible in other product categories: Women's Jackets 11% less refunds, Women's Pants 6% less refunds.

  • Improved customer satisfaction: Customer feedback indicated that shoppers appreciated the sizing recommendations and felt more confident in buying at O'Neill for the first time, especially swimwear that is in bra sizing where customers need to choose, band and cup size.

  • Increased sales: With customers more confident in their size selection, O'Neill experienced a 3% increase in overall sales, as shoppers were more likely to complete their purchase.

  • Gained insights: Collected data about sizing showed that some items in the same category can fit differently by two sizes.


By integrating our Prime AI solution into their ecommerce, O'Neill was able to address the critical challenge of sizing and fit in apparel retail. The results speak for themselves: reduced refunds at O'Neill while many retailers in the industry without AI powered sizing technologies reported growth of refunds. In addition O'Neill increased customer satisfaction, and a boost in sales. Our solution has proven to be an essential tool for apparel retailers looking to enhance their customer experience and maintain a competitive edge in the market.

Are you an apparel retailer looking to reduce refunds and improve customer satisfaction? Contact us today to schedule a demo and learn how Prime AI technologies can help your business become more profitable.