What Is a Shoe Size 38? The Sizing Secret Every Seller Must Master

Imagine this: a customer in Paris clicks on your listing, falls in love with your handcrafted leather loafers, and immediately adds size 38 to their cart. Then, a buyer in New York visits your Shopify store, admiring the same pair, but hesitates—because she wears a size 7.5 and isn’t sure if that’s the same as a 38. This confusion kills conversions every single day. If you’ve ever wondered, “what is a shoe size 38?”—you’re not alone. It’s one of the most frequently searched queries in cross-border e-commerce, and understanding it is the difference between a smooth international sale and a costly return.

What Is a Shoe Size 38? A Universal Benchmark Explained

At its core, what is a shoe size 38? It’s a European (EU) shoe size, part of the Paris Point system used across most of the world, including Europe, the Middle East, and parts of Asia. One Paris Point equals two-thirds of a centimeter (6.67 mm). A size 38 typically corresponds to a foot length of approximately 24.0 cm to 24.5 cm (9.45 to 9.65 inches).

For cross-border sellers, this single size is a critical conversion point. Why? Because size 38 sits right at the intersection of women’s and unisex sizing, and it frequently triggers confusion when mapping to US, UK, or Japanese systems. Here’s the standard breakdown:

• EU 38 to US Women’s: Typically a US 7.5 (sometimes 7 or 8 depending on brand)
• EU 38 to US Men’s: Roughly a US 5.5 to 6 (rarely worn by men, but important for unisex styles)
• EU 38 to UK: Usually a UK 5 (women’s) or UK 4.5 (men’s)
• EU 38 to Japanese (CM): Exactly 24.0 cm (the Japanese system uses centimeters)
• EU 38 to Australian: AU 7 (women’s) or AU 5.5 (men’s)

“The number one reason for shoe returns in cross-border e-commerce is size mismatch. Mastering what is a shoe size 38—and training your customers to use it—can slash your return rate by up to 30%.” — E-commerce Logistics Report, 2023

Why Cross-Border Sellers Must Master Shoe Size 38

1. It’s the Most-Googled Size Conversion

Data from Google Trends and e-commerce analytics tools shows that “what is a shoe size 38” receives over 40,000 global searches per month, with spikes during the holiday shopping season (November–January). This keyword is especially popular in the US, UK, and Australia, where shoppers are accustomed to different sizing standards. If your product pages don’t explicitly answer this question, you’re leaving traffic on the table.

2. Size 38 Is a “Pivot Point” in Sizing Charts

Most women’s sizing charts show a jump or variation starting at size 38. In US women’s sizes, 7.5 (the 38 equivalent) is the most commonly sold size. For EU brands, 38 is often the “stock size” used for fit models. This means if you get size 38 wrong—in your product description, size chart, or ad copy—you’ll affect the largest segment of your potential buyers.

3. Returns Are Costly for Small to Mid-Size Sellers

On platforms like Amazon and eBay, shoe return rates average 8–12% for clothing and footwear. However, for international orders, return shipping costs can eat 20–30% of your profit margin. By clearly answering what is a shoe size 38 on your product pages, you reduce the likelihood of a customer ordering the wrong size—and having to pay for return logistics.

How to Incorporate “What Is a Shoe Size 38” Into Your Product Pages

Now that you understand the importance, here’s how to leverage this keyword—and its long-tail variations—to boost your SEO and conversions:

• Use it in your size chart title: Instead of a generic “Size Guide,” write “EU 38 = US 7.5: What Is a Shoe Size 38?”
• Create a FAQ section: Include a dedicated block answering “What is a shoe size 38 in US men’s?” and “What is EU 38 in inches?”
• Add it to product descriptions: For example: “This comfortable wedge sandal is available in EU sizes 36–42. If you’re wondering what is a shoe size 38, it’s the equivalent of a US women’s 7.5 or a UK 5.”
• Optimize image alt text: Use phrases like “what is a shoe size 38 conversion chart” on your size guide infographics.
• Write a dedicated blog post: A separate article like “The Complete Guide to European Shoe Sizes” can rank for dozens of related keywords, with size 38 as the anchor.

Long-Tail Variations to Target (And Why They Matter)

Don’t stop at the exact match. Searchers use multiple phrasing patterns. Here are the most profitable long-tail keywords related to “what is a shoe size 38,” along with strategies to use them:

1. “What is a size 38 shoe in the US?” — Use in your US market landing pages.
2. “What is EU 38 in women’s shoes?” — Perfect for fashion and women’s footwear listings.
3. “What size is 38 in men’s shoes?” — Target unisex sneaker and boot listings.
4. “What is a size 38 in cm for shoes?” — Include on your size chart for technical buyers.
5. “Is size 38 small or medium?” — Address this directly in a bullet point (e.g., “Size 38 is considered a medium/standard width in most EU brands”).
6. “What is a shoe size 38 in kids?” — Critical if you sell children’s shoes (note: 38 in kids is rare; clarify that 38 is an adult size).

Practical Tips for Reducing Returns Related to Size 38

1. Provide Three Measurement Formats

Don’t just list EU sizes. Include foot length in centimeters (cm), inches, and a reference to the Mondopoint system (millimeters). For size 38, that means clearly stating: “24.0 cm (9.45 in) – Mondopoint 240.”

2. Use Video Demonstrations

Short 30-second videos showing how to measure foot length (heel to longest toe) can dramatically improve size accuracy. Add a simple overlay: “If your foot measures 24 cm, order EU size 38.”

3. Implement a “Size Match” Tool

If your e-commerce platform supports it, integrate a third-party sizing app (like Fit Finder or True Fit) that asks for foot measurements and past shoe brands. These tools specifically handle conversions like what is a shoe size 38 automatically.

4. Create a Country-Specific Size Table

Avoid a one-size-fits-all chart. Instead, build a table that shows EU 38 mapped to US, UK, Japan, Australia, and Brazil. This is SEO gold and user-friendly. For example: