Underwear and lingerie are everyday purchases that many people prefer to buy privately, which makes the category a good fit for online selling. The stores that succeed get three things right: fit, trust and discretion.
1. Choose a clear position
- Everyday basics: comfort, fabrics, multipacks and repeat purchases.
- Fashion lingerie: design, collections, gifting.
- Specialist fit: extended sizes, maternity, post-surgery, sports bras.
- Sustainable: organic and recycled materials, ethical production.
2. Solve fit
Fit is the main reason for returns and hesitation.
- Measurement guides with clear diagrams, and a video if possible
- Fit notes for each style: true to size, firm band, stretch
- A fit quiz or size calculator for bras
- Size conversions for international customers
- Reviews that include size bought and how it fits
3. Present products with care
- Show products on a range of body types
- Close-ups of fabric, lace, straps and fastenings
- Fabric composition, care instructions and support level
- Tasteful, consistent photography that works within advertising rules
4. Set hygiene-aware return rules
Decide what can come back: for example, unworn items with hygiene liners and tags in place. State it clearly on product pages and in your policy, and offer easy exchanges for size. See our return policy guide.
5. Be discreet
- Plain outer packaging and neutral sender names on request
- Discreet descriptors on bank statements where your payment provider allows
- Gift options with no prices on the packing slip
6. Market within the rules
Advertising platforms restrict adult and suggestive content, and lingerie ads are often reviewed more strictly. Focus on comfort, fit and confidence, use lifestyle images, and read each platform's policies. Email and content such as fit guides and care tips are often more reliable channels. See email marketing.
7. Encourage repeat purchases
- Multipacks and bundles for basics
- Saved sizes in customer accounts
- Replenishment reminders and new-collection emails
Building a fashion or lingerie store on Shopify? See our store setup and theme development services.
Frequently asked questions
Can customers return underwear?
Many stores accept returns of unworn items with hygiene seals or liners intact and refuse opened intimate items for hygiene reasons. In the EU and UK, sealed goods unsuitable for return for health or hygiene reasons may be excluded once unsealed. State your rules clearly.
Can I advertise lingerie on social media?
Yes, but platforms have rules on adult content and imagery. Focus on product, fit and comfort, avoid overly suggestive images, and check each platform's ad policies before launching.
How do I reduce size-related returns?
Detailed measurement guides, fit notes per style, a fit quiz or calculator, and reviews that mention size and body type.
Author
Uğur KeskinFounder @ShopiuzmanFounder of Shopiuzman. He builds, migrates and grows Shopify stores for brands in Türkiye, Europe and the US, and leads the development of our apps on the Shopify App Store.
