Guide to Shopping from Abroad: All About Sizes, Shipping, and Customs

From the boutiques of Milan and the tailoring studios of London to the fast-fashion giants of Shanghai and the sports outlets of the US, the shopping opportunities are vast. But this unprecedented access comes with significant challenges: confusing size charts, a lack of a global standard, and differences in cuts dictated by the physical characteristics of nations.

The goal of this material is to give you the right tools to stop returning goods and start shopping smart, profitably, and without customs surprises.

1. Why do sizes vary? (Body types and standards)

The main problem with shopping abroad is that there is no single global standard. When you buy a piece of clothing, the size label is not just a random number – it is designed for the „average body“ in that country. And people in different countries have different physiques.

This is called “anthropometry” in science. It is precisely these physical differences that are the reason why a size M dress from Germany is too big for you, and a size M from China is impossible to button, despite the attempts of ISO (standard 8559) to bring order.

1.1 How standards differ by region

Here's how the "average body" (and consequently clothing) changes in different parts of the world:

1.1.1 Northern Europe (Germany, Scandinavia)

This standard is used in Germany, Austria, the Netherlands and Sweden.

What is the cut? The clothes are designed for taller people with broader shoulders and a longer torso.

The result: A German size 38 is larger and looser than the Bulgarian standard (which is often a mix). If you are shorter or thinner, German clothes will often fit you “like on a hanger”.

1.1.2 Southern Europe (Italy, France, Spain)

Here is the biggest trap for Bulgarian buyers.

What is the cut? “The ”Latin” body type is shorter, with narrower shoulders, a shorter back, and (in women) a more pronounced waist.

The result: The clothes are very fitted and “short”. Italian size 42 (IT 42) IS NOT equal to Bulgarian 42 (L). In fact, IT 42 corresponds to our S (36). This is the most common mistake when ordering from Yoox.

1.1.3 USA and UK (Inch system)

These countries use the same numbers (2, 4, 6, 8…), but they denote different volumes.

• USA (Vanity Sizing): The American market intentionally makes clothes bigger but labels them smaller to flatter the ego of the customer. An American “S” is often larger than a European “M”.
• United Kingdom (UK): British sizes are closer to reality, but are two numbers up from American sizes (US 4 = UK 8).

1.1.4 Asia (China, Japan, Korea)

Here the sizes are the smallest.

What is the cut? It is made for people with a finer bone structure. The shoulders are narrow, the sleeves are shorter, and the armholes are smaller.

Tip: Chinese “L” often corresponds to European “S”. Always take 1 or 2 sizes larger.

1.2 Menswear Conversion Methodology

Men's sizing is relatively more standardized due to the historical reliance on direct physical measurements (chest circumference in inches or cm) for suits and shirts. However, the advent of "Alpha" sizing (S, M, L, XL) introduces uncertainty.

Table 1: Men's Clothing Conversion Matrix (Outerwear/Suits)

Matrix analysis: The critical discrepancy occurs in the translation between the inch Anglo-Saxon sphere and the centimeter European sphere. A chest circumference of 40 inches corresponds exactly to a European size 50 (since 40 inches is approximately 101.6 cm, and half is 50.8, which is the basis of the size).

Consumers shopping from Italy should be vigilant; although the digital scale appears similar to the general European standard, the cut (drop) often features a narrower waist than the bust (V-shape). The standard European Drop 6 is freer than Italian Drop 7 or 8, which are very fitted and require an athletic figure.

1.3 Methodology for converting women's clothing

Women's sizing represents the most complex variable due to the greater diversity in body shapes and brands' marketing strategies.

Table 2: Women's Clothing Conversion Matrix

1.4 The Jeans Equation: Inches vs. Centimeters

Denim sizing creates a unique intersection of history and measurement. The global standard is the American inch system, denoting Waist (W) and Length (L).

1.4.1 Waist measurement (W)

The number “W” nominally represents the waist circumference in inches.

• True waist vs. Hansh: Modern jeans often sit lower than the natural waist. Manufacturers adjust the waistband measurement to accommodate this. Jeans in size “W32” may actually have a waistband circumference of 34 inches to fit comfortably on the hips.
• Metric conversion: 1 inch = 2.54 cm.

  W28 = ~71 cm

  W30 = ~76 cm

  W32 = ~81 cm

  W34 = ~86 cm

  W36 = ~91 cm

1.4.2 Length measurement (L)

The length is measured as inseam — the distance from the crotch to the hem.

• L30 (Short): ~76 cm (Suitable for height up to 170-175 cm)
• L32 (Standard): ~81 cm (Suitable for height 175–183 cm)
• L34 (Long): ~86 cm (Suitable for height 183–190 cm)
• L36 (Extra long): ~91 cm (Suitable for height >190 cm)

Hem Note: It is structurally easier to shorten jeans than to lengthen them. When vacillating between L32 and L34, the longer option preserves the usability of the garment.

2. Advanced shoe sizing and fit mechanics

While clothes can be adjusted by a tailor, shoes must fit correctly at the time of purchase. The transition from the Bulgarian market to international purchases requires abandoning the reliance on “EU sizes” and moving to using Centimeters (CM) or the Japanese system (JP) as the universal “Rosetta Stone” of shoes.

2.1 The inadequacy of EU/US conversions

Comparing data from specific brands reveals that EU sizes are inconsistent between manufacturers. A Nike EU 44 is not identical to an Adidas EU 44 in terms of internal volume.

• Nike: They are known for their narrower heel and midfoot. Their scale is linear, but shifts in larger sizes.
• Adidas: They often feel a little smaller or „shorter“ in the toe box compared to Nike. Users often need to go up a half size (e.g. from a UK 10 to a UK 10.5 or from an EU 44 to an EU 44 2/3).
• New Balance: This brand is unique in that it offers different width options (D – standard, 2E – wide, 4E – extra wide), which is critical for foot health, but is rarely found in standard Bulgarian stores. They are often bulkier in the front.

2.2 The CM/JP Standard: The Golden Rule

The most accurate method for converting between brands is the Mondopoint or CM system. This system measures the length of the foot in millimeters or centimeters. If a user's foot is 27.5 cm, they should look for the size corresponding to 27.5 cm (or JP 275) in the specific brand's chart, regardless of whether this corresponds to a US 9.5 or a US 10. This is the only reliable metric for technical footwear.

Table 3: Comparative shoe sizing (Men – Foot length base)

2.3 Ski boots: The Mondopoint system

For Bulgarian winter sports enthusiasts who buy equipment from Germany or Austria, understanding Mondopoint is a must.

• Performance Fit (Advanced): Choose the correct Mondopoint size (e.g. foot 26.5 cm -> Shoe 26.5).
• Comfort Fit (Beginner/Intermediate): Choose the next half size up (e.g. foot 26.5 cm -> Shoe 27.0 or 27.5).
• Shell Sizing: Most manufacturers use the same plastic shell for full and half sizes (e.g. 26.0 and 26.5 share one shell). The difference is in the thickness of the liner or insole.

3. Specialized Categories: Lingerie, Hats and Jewelry

Purchasing specialized items requires an even finer approach to detail.

3.1 Bra Math: UK vs. EU

Bra sizing is notoriously difficult due to the interaction between the band and cup size.

3.1.1 Latitude Conversion (Band)

European sizes are in centimeters (65, 70, 75, 80), representing the circumference under the bust. UK/US sizes are in inches (30, 32, 34, 36).

• EU 70 ≈ UK/US 32

• EU 75 ≈ UK/US 34

• EU 80 ≈ UK/US 36

• EU 85 ≈ UK/US 38

3.1.2 Divergence at the cups

While cups A, B, C, and D are generally standard, the systems diverge significantly after D.

• UK system: Uses double letters to increase volume (DD, E, F, FF, G, GG).
• EU system: Uses single letters (D, E, F, G, H).

The conflict: The British “FF” cup is significantly larger than the European “F”. UK FF is roughly equivalent to EU H. Failure to take this into account results in cups that are too small when Bulgarian consumers order from British retailers such as ASOS, Bravissimo or Marks & Spencer.

Table 4: Bra Cup Conversion Table

3.2 Hats and head accessories

Hat sizes are usually based on the circumference of the head, measured in centimeters, approximately 2.5 cm above the ears.

S: 54-55 cm | M: 56-57 cm | L: 58-59 cm | XL: 60-61 cm

Fitted Caps (New Era): Popular in street fashion, they use diameters in inches: 7 = 55.8 cm; 7 1/4 = 57.7 cm; 7 1/2 = 59.6 cm.

3.3 Ring sizing

Buying jewelry from the UK or USA requires converting diameter or circumference.

• Bulgaria/EU: Uses ISO standard (circumference in mm). Size 52 = 52 mm circumference.
• USA: Number scale (5, 6, 7, 8).
• United Kingdom: Alphabetical scale (J, K, L, M).

Key conversions:

• Diameter 15.7 mm ≈ EU 49/50 ≈ UK J ≈ US 5.

• Diameter 16.5 mm ≈ EU 52 ≈ UK L ≈ US 6.

• Diameter 17.3 mm ≈ EU 54/55 ≈ UK N ≈ US 7.25.

4. Pediatric Growth Curve: Child Sizing

Children's clothing highlights a philosophical difference between the Anglo-Saxon and Continental systems: Time vs. Growth.

4.1 Age vs. Height

• US/UK (Based on the weather): Sizes are labeled by age (3-6 Months, 2T, 4T, 5 Years). This assumes a standard growth rate that may not suit every child.
• EU (Based on height): The sizes are labeled by total height in centimeters (68, 74, 80, 86, 92, 98, 104, 110). This is much more precise.

Conversion rule: If a child is 102 cm tall, they have outgrown size 98 and need size 104. In the US system, this usually corresponds to size 4T.

4.2 Brand-specific fits

Empirical data from user reviews shows consistent deviations:

• H&M: They usually run large and spacious.
• Zara: They are usually narrow and often run small/short. It is recommended to go one size larger.
• Gap: The cut is “short and wide”.
• Next: They are usually true to size or slightly oversized.
• Carter's (USA): Very popular, but often small fit and with a narrower silhouette. Size up is recommended.

Table 5: Children's Size Conversion (Age to Height)

5. Logistics: Mechanics of Imports to Bulgaria

After identifying the right size, the consumer faces the logistical hurdle of delivery. The landscape is divided into direct delivery and intermediary delivery.

5.1 The rise of intermediaries (GGBG, Gabco, Shopper, Leron)

Because many Western retailers charge high fees for direct shipping to Bulgaria (or don't ship at all), a powerful industry of courier intermediaries has developed. They maintain warehouses in the UK, Germany, the US, and sometimes in Spain or Italy.

Mechanism: The user registers, receives a local address (e.g., a warehouse in London), makes a purchase, and the intermediary transports the goods to Bulgaria (usually Sofia).

Economic efficiency:

• UK to BG: Prices range from around 2.50 – 5.00 BGN per kilogram. This is drastically cheaper than direct delivery with Royal Mail or DHL.
• Germany to BG: Prices are often even lower, ~3.00 – 3.50 BGN per kg, due to the lack of customs friction.
• USA to BG: Significantly more expensive (~25 BGN/kg + customs fees).

5.2 Direct delivery options

• ASOS: It offers standard shipping and handles VAT collection at checkout for orders under EUR 150 (via the IOSS scheme), which is a huge convenience.
• BestSecret: “A ”members-only” outlet that is gaining popularity. Shipping to Bulgaria is approximately 9.50 BGN (~4.86 EUR). They process returns efficiently.
• Yoox: Ships directly from Italy. Reliable, but return costs are sometimes borne by the buyer.

6. The Regulatory Gap: Customs, Taxes, and Change in 2026.

The most critical “insight” for the modern consumer is the evolving tax landscape. The era of duty-free cheap imported goods is ending.

6.1 Current status (Before 2026)

• Intra-EU trade (Intra-EU): Goods from Germany, Italy, France, etc. are exempt from customs duties and VAT upon import. There are no limits.
• Trade outside the EU (Non-EU – UK, USA, China):

  • Under 150 EUR (293.37 BGN): Exempt from Customs Duty. VAT (20%) is due. Large platforms (AliExpress, ASOS) collect it automatically (IOSS scheme).

  • Over 150 EUR: Subject to Customs Duty (variable rate, usually 12% for clothing and 8-17% for footwear) PLUS VAT (20%), calculated on the total value.

6.2 The post-Brexit reality for the UK

The order from the UK is now a “Non-EU” transaction. If you order an item over 150 euros from a UK boutique that does not use IOSS, the shipment will be held. You will have to pay 20% VAT + customs representation fee (15-30 BGN).

6.3 The 2026 Paradigm: The End of the €150 Exemption

From July 1, 2026, the EU plans to remove the EUR 150 threshold for duty-free imports. Any shipment from a country outside the union (China, UK, USA) will be subject to duty, regardless of value. This is intended to hit the ultra-cheap fast fashion business model (Shein, Temu).

6.4 Returns: The void after PayPal

Historically, PayPal offered a refund service for returns. This service was discontinued in 2022. Bulgarian consumers must now budget for return shipping costs (20-40 BGN to abroad) if the merchant does not offer free returns.

7. Practical measurement protocols

7.1 How to measure the foot (The sheet method)

1. Stick a sheet of A4 paper on the floor, next to a wall.
2. Step on the sheet with your heel pressed firmly against the wall.
3. Outline the tip of the longest finger.
4. Measure the distance from the edge of the sheet to the mark.
5. Take the larger value of both feet and add 0.5 cm for comfort. This is your size in CM/JP.

7.2 Body measurement for clothing

• Chest: It is measured under the armpits, at the widest part.
• Waist: It is measured at the narrowest part of the torso.
• Hips: It is measured at the widest part of the hips.
• Inseam: It is best measured on a pair of pants that fit you well, from the crotch to the end of the leg.