# Is nista really free, and how does it make money?

Yes, nista is free. nista describes itself as "100%" free, with "no hidden paywalls or subscriptions," for shoppers using its virtual fitting room Chrome extension. The cost is covered by brands that partner with nista, because when shoppers try clothes on before buying, fewer items get sent back.

## Key takeaways

- nista is 100% free for shoppers, with no hidden paywalls or subscriptions.
- Brands partner with nista and cover the cost of running it.
- The reason brands pay is fewer returns: trying clothes on first means fewer items come back.
- nista keeps its costs down by running on a few gaming PCs rather than a data center.
- nista's privacy policy describes ad measurement using advertising tags and hashed emails; read it at nista.com/privacy.

## What "free" means for nista

Plenty of apps are "free" until you hit a limit. nista's own wording is more specific: it is 100% free, and there are no hidden paywalls or subscriptions. In practice that means you can install the extension, make an avatar from a few photos of yourself, and use the "try it on" button on online clothing stores without paying nista anything.

You still pay the store for anything you buy, of course. nista isn't a retailer; it just helps you decide what to order.

## How nista makes money

nista's business model is simple: **brands pay, shoppers don't.** Brands partner with nista and cover the cost because try-ons lead to fewer returns.

Here's why that trade makes sense for a clothing brand:

| Who | What they want | What nista gives them |
|---|---|---|
| You, the shopper | To know if something will look right before ordering | A free try-on on an avatar with your real proportions |
| The brand | Fewer returns, which cost money to ship, inspect, and restock | Shoppers who've already seen the item on themselves before buying |

Returns are one of the most frustrating parts of shopping online for both sides. If you'd like to cut down on them yourself, see [how to reduce online clothing returns](/try-on/how-to-reduce-online-clothing-returns).

## How nista keeps its costs low

Rendering clothes on an avatar takes computing power, which is usually where a free tool's costs come from. nista says it "runs on a few gaming pcs, not a data center." Keeping infrastructure lean is part of how a free product can stay free without a subscription tier.

## Is anything else part of the business?

It's fair to ask whether a free product makes money from your data instead. nista's stated model is brand partnerships. Its privacy policy also says it uses advertising tags and hashed emails for ad measurement, a common practice for measuring how ads perform. That is not the same as having no tracking at all, so if this matters to you, read the policy itself at [nista.com/privacy](https://nista.com/privacy) and the [terms](https://nista.com/terms). We cover photos, Gmail access, and ad measurement in more detail in [is nista safe?](/nista/is-nista-safe).

## Things to keep in mind

- **Free doesn't mean perfect.** nista describes its fit as "very close," not exact. Check the store's size chart too.
- **Optional features are optional.** Connecting Gmail to build a wardrobe of clothes you already own is opt-in, and it currently appears on nista's waitlist page, so it may not be available to everyone yet.
- **The store's policies still apply.** Prices, shipping, and return windows come from the retailer, not from nista.

For a full overview of what the extension does, see [what is nista?](/nista/what-is-nista)

## Try it

If you want to see clothes on your own proportions before you order, and you'd rather not pay for a tool to do it, you can make your avatar for free at [nista.com](https://nista.com).