Embodiments are directed towards recommending a shoe and insole combination for a consumer. A variety of shoe information, insole information, and consumer foot information may be determined, which may include heel width, a width or shape, a length, a height, and arch characteristics. The foot information, the shoe information for a plurality of shoes, and the insole information for a plurality of insoles may be compared to determine at least one combination of shoe and insole that is compatible with the consumer's foot. Based on this comparison of foot information, shoe information, and insole information, a recommendation of at least one shoe and insole combination may be determined and provided to a user and/or the consumer.