i had the same problem with my baby. Since day 1, I had difficulty breastfeeding him cause nipples to short n hence it's very painful when he latches on. So since week 2, I started using breast shields while feeding. I tried using ones from mothercare but the fit was really bad because it was a free size so my nipples didnt fit it properly and it was still painful to bf..in the end I found ameda tulip nipple shields..and I bought the, in L size..and since then I have had no pain breastfeeding and he is on full latching now. you can buy these shields at kiddy palace. maybe you can try! I have attached a pic of them in the link below.
ARDO Tulips nipple shields - Size M