Buying running shoes online without getting it wrong

Running shoes are the category where online buying most often disappoints — not because the shoes are wrong, but because the version or size is. Here is how to avoid it.

Running shoes are heavily discounted online, and the discounts are often genuine: models are replaced every year, and last season's version is usually just as good. The trap is not the discount. It is the details.

1. Get the version number exactly right

Running shoe lines keep a name for a decade and change the design every year. The version is indicated by a small number or generation marker. Version 13 and version 14 of the same shoe can fit differently, weigh differently and use different foam.

If you have tried a shoe in a store, note the exact version. If you buy a different version online because it is cheaper, you are buying a different shoe.

2. Understand that sizing shifts between versions

Because uppers and lasts are redesigned each generation, your size in one version may not be your size in the next. This is why buying a cheap unfamiliar version without trying it is riskier than it looks.

3. Check the width options

Many shoes are sold in multiple widths, and a discounted listing is often the least common width. Check which width you are buying. This is one of the most frequent sources of returns.

4. Buy from somewhere with a usable returns policy

Since fit is the main risk, the returns policy matters more than the discount. Look for a policy that allows returns of unworn shoes in original packaging, and check who pays return shipping. Some specialist running retailers offer try-and-return arrangements, which are worth paying slightly more for.

5. Do not wear them outdoors until you are sure

Once shoes show outdoor wear, most retailers will not accept a return. Wear them indoors on a clean surface first. This single habit prevents most rejected return claims.

6. Match the shoe to the use

Shoes are built for different things: daily training, tempo running, racing, or trail. A discounted racing shoe is a poor choice for everyday training, and a heavy trainer is a poor choice for a race. Buy the shoe for what you will actually do in it.

7. Consider whether this year's model is worth the premium

It usually is not, unless there is a specific change you want. Last year's version is typically the better value, and the difference between generations is often small.

We do not publish prices or discount percentages. Running shoes are replaced on a yearly cycle and prices move constantly — always check the current price and the version number on the retailer's own page.

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