Online shopping has revolutionised how we buy clothing, offering access to styles, brands, and prices that might not be available locally. However, buying dresses online—particularly when you can't try before you buy—requires a strategic approach. The wrong purchase leads to wasted time, money, and the frustration of returns. The right approach leads to a wardrobe filled with pieces you genuinely love.
This comprehensive guide will walk you through everything you need to know to shop for dresses online successfully, from understanding size charts to evaluating quality from photographs to navigating return policies with confidence.
Understanding Online Size Charts
Perhaps the biggest challenge of online shopping is getting the size right. Different brands use different sizing standards, and a size 12 from one manufacturer might fit completely differently from another's size 12. Here's how to navigate this complexity:
Always Check the Size Chart
Never assume your usual size will translate across brands. Most reputable retailers provide detailed size charts specific to each brand or product. These charts typically include measurements for:
- Bust: Measured around the fullest part of your chest
- Waist: Measured at your natural waistline (usually the narrowest part)
- Hips: Measured around the fullest part of your hips
- Length: Often from shoulder to hem or underarm to hem
Measure Yourself Accurately
Keep a fabric measuring tape handy and measure yourself periodically—our bodies change, and relying on outdated measurements leads to poor fit. Measure:
- In your undergarments or fitted clothing
- While standing naturally (don't hold your breath or suck in)
- With the tape snug but not tight
đź’ˇ Pro Tip
If you own a dress that fits perfectly, measure it flat and compare those measurements to the size chart. This "flat measurement" approach is often more accurate than body measurements alone.
When Between Sizes
If your measurements fall between two sizes, consider:
- Sizing up for structured fabrics that don't stretch
- Sizing down for stretchy materials like jersey
- Checking reviews for guidance on whether the item runs large or small
- Opting for the larger size if comfort is your priority
Evaluating Quality from Photographs
You can't touch fabric through a screen, but you can learn to read photographs for quality indicators. Reputable retailers invest in good product photography, and knowing what to look for helps you make informed decisions.
What to Look For
- Seam lines: Zoom in on images. Straight, even seams indicate quality construction.
- Pattern matching: If the dress has stripes or prints, check whether they align at seams.
- Fabric drape: Quality fabric hangs smoothly. Cheap fabric often looks stiff or papery.
- Lining: Product descriptions mentioning full or partial lining usually indicate better quality.
- Closures: Zoom in on buttons, zippers, and fastenings. They should look secure and properly attached.
Red Flags in Photos
- Only one angle or heavily edited images
- Model photos that look like stock images
- Inconsistent colouring between photos
- Visible puckering at seams or closures
- Images that look computer-generated rather than photographed
🔑 Key Takeaway
Trustworthy retailers show their products from multiple angles, on various body types where possible, and often include detail shots of fabric texture and construction. If a listing only has one or two photos, proceed with caution.
Reading and Using Customer Reviews
Customer reviews are invaluable resources when shopping online, but knowing how to read them effectively is an art form.
Look For Detailed Reviews
The most helpful reviews include:
- The reviewer's measurements or usual size
- Information about whether they sized up or down
- Details about fabric quality and comfort
- How the dress looks in real life versus photos
- Customer-uploaded photographs
Identify Patterns
One negative review might be an outlier, but if multiple reviewers mention the same issue—runs small, fabric is thinner than expected, colour differs from photos—take it seriously. Conversely, consistent praise for quality and accurate sizing is a good sign.
Be Wary Of
- Reviews that are too generic or only use superlatives
- A sudden influx of five-star reviews
- Reviews that don't mention any specifics about the product
- Products with hundreds of reviews but no photographs from customers
Understanding Return Policies
Always read the return policy before making a purchase. What seems like a great deal loses its appeal if you can't return an ill-fitting dress.
Key Questions to Answer
- What is the return window? (14 days, 30 days, etc.)
- Are returns free, or do you pay for shipping?
- Do you receive a full refund or store credit?
- Must items have tags attached?
- Are sale items final sale?
⚠️ Important
Some international retailers charge significant return shipping fees or don't accept returns at all. Factor this into your decision, especially for higher-priced items.
Colour Accuracy and Monitor Calibration
One of the most common online shopping disappointments is receiving a dress that looks different from the photos. While you can't control a retailer's photography, you can take steps to minimise surprises.
- View on multiple devices: Look at the product on your phone, tablet, and computer—if the colour looks similar across all, it's likely closer to accurate.
- Read colour descriptions carefully: "Hunter green" and "forest green" might look similar on screen but differ in person.
- Check customer photos: These are usually taken in natural light without professional editing.
- Search for the same dress on other sites: Seeing how different retailers photograph the same item can give you a better sense of true colour.
Timing Your Purchase
Strategic timing can save money and ensure you receive your dress when needed.
For Events
Order at least 3-4 weeks before you need the dress. This allows time for:
- Shipping delays
- Trying on and evaluating
- Returns and reorders if necessary
- Alterations if needed
For Sales
Major sales periods in Australia include:
- Boxing Day / End of Year sales
- End of Financial Year (late June)
- Black Friday / Cyber Monday
- Mid-season sales
Safe Online Shopping Practices
Protecting yourself while shopping online is essential:
- Shop from reputable retailers: Established brands and well-known platforms offer better consumer protections.
- Use secure payment methods: Credit cards and PayPal offer dispute resolution if something goes wrong.
- Check for HTTPS: Ensure the checkout page URL begins with "https://" indicating a secure connection.
- Be cautious of deals that seem too good to be true: Extremely low prices on normally expensive items may indicate counterfeit products.
- Keep records: Save order confirmations, receipts, and correspondence until well after you've received and evaluated your purchase.
Building Your Online Shopping Confidence
Like any skill, online shopping improves with practice. Start by:
- Ordering from brands you already know and trust
- Making smaller purchases before committing to expensive items
- Keeping notes about which retailers' sizing works for you
- Learning from returns—what went wrong and how to avoid it next time
With time, you'll develop an intuition for which products will work for you and which to avoid. Online shopping becomes easier, more efficient, and more rewarding as you gain experience.
For guidance on what to look for in terms of fabric quality, read our guide on understanding dress fabric types.