If you don't know which size shoe to buy when ordering sneakers online, the world's largest shoe company is rolling out a possible solution.
Nike is introducing a feature to its app that lets you scan your feet using your smartphone camera to determine what size shoe will be the perfect fit.
Aptly titled, Nike Fit, the AR tool seeks to replace the steel measurement device that you find under the seats at your local shoe store.
It's a timely development as more consumers shift their shopping habits online.
The company said nearly half a million people complain about buying the wrong size shoe every year in North America alone, and according to Bloomberg, 27% of Nike shoes bought online are returned to the athletic apparel design company.
"Nike Fit is a transformative solution and an industry first — using a digital technology to solve for massive customer friction," the company touts in a blog post.
So, how does Nike Fit work?
The company's proprietary combination of computer vision, data science, machine learning, artificial intelligence and recommendation algorithms measures the full shape of both feet.
Nike says that within seconds, the app will collect 13 data points before the measurements are fed into a machine learning model that determines the best size for you.
Nike can also use that data to show you a unique list of sneakers you can fit based on the dimensions of your foot, not just your general size. Nike will also save your scan and relevant measurements in the app for future purchases.
The athletic shoe and apparel giant plans to add its new Nike Fit technology to its iPhone app in July. It will also be available for use in some retail stores where employees will assist with scanning your feet.
The ultimate goal is to create "custom" shoes.
"In the short term, Nike Fit will improve the way Nike designs, manufactures and sells shoes — product better tailored to match consumer needs," Nike said in a blog post. "The ultimate goal is to, eventually, totally personalize product. No number, no gender, just your name and a custom-made pair of shoes."
Nike estimated that 60% of all people at any given time are walking around in the wrong size shoe.
After the U.S. launch, Nike Fit will hit Europe in August.