RETAILERS are threatening to impose "fitting fees" to prevent shoppers from trying on items in store - only to buy them online for less.

Fed-up sellers of everything from cameras to wet suits, ski boots and wedding gowns say they have been forced to consider charges to protect themselves from what they consider to be exploitation by consumers.

The retailer revolt comes as a survey of more than 1000 people reveals 61 per cent have tried a product in a store then later bought it over the internet, with nearly half of these admitting they had done it at least five times.

Hanna Kossowska, owner of Hanna Couture in Sydney said she was contemplating charging brides-to-be a fee of $300 for work on their gown.

"It's just becoming impossible to work in this industry," Ms Kossowska said yesterday. "I'm now lucky to get one job from 10 fittings because girls tell me they can get either the same dress or a similar dress on the web for less."

She said the fee would be refundable if the woman purchased the dress. Rundle Mall RipCurl assistant manager Amelia Hardy said her store had to constantly deal with fitting customers with clothing, only for them to leave without buying.

"Basically our biggest problem is with wetsuits because they're such a technical product that requires fitting - it takes about 30 minutes in consultation to get the right fit," she said.

"We spend that long and give them all the information they need but they then just leave and we figure they're just going to buy it online."

Ms Hardy said it was a good idea to charge customers for fitting but would only do so if surrounding stores followed suit.

Camera store owner Craig Mackenzie said he had been forced to charge a $30 "explanation fee" to customers who were just looking to test out his high-end cameras, without giving any real indication of purchasing them.

"I've got to now pick the people who won't screw me over," Mr Mackenzie said.

Choice spokeswoman Ingrid Just said that while she sympathised with the plight of retailers, they were playing a dangerous game in charging people to try on items.

"People have always shopped around to find a better deal, but it's just now that they've got the internet as the ultimate tool of price comparison," she said.