Everything to Know About Ecommerce Photography

Scott Davis

November 29, 2021

You’ve seen the headlines: Articles raving about shopping online being convenient and hassle free. However, as a brand you know moving to ecommerce comes with its own set of challenges, one of them being that customers can no longer see a product in person or examine it in their hands. What was once a huge touchpoint for convincing the customer vanishes into a thin screen.

To be successful in online sales, you need to offer your customers a clear view of what your product looks like, feels like, and acts like, making ecommerce photography essential to the buying experience. This means spending time and money creating clear pictures of your product, so that customers are drawn to it and their expectations satisfied when their shipment arrives.

Why does ecommerce photography matter?

Photos are the first thing customers look at when searching, and, often, the only thing customers look at to decide if they should give the product more time. Buyers click the photos that appeal to them the most. If they can’t figure out what your product is quickly by looking at a picture, they’ll move on to another product, potentially from a competitor. They won’t buy a product if they can’t clearly see what it will be like in appearance, functionality, and value.

Customers also recognize poorly photoshopped photos, creating doubt in the quality and authenticity of a product. However, when seeing multiple clear photos customers can picture themselves with the product and trust that what they see is actually what they get. If a brand is putting effort into photos, it sends a message that they also put effort into everything.

The clarity of the photos also allows customers to know exactly what they're buying and how to use products. Bad lighting or placement causes confusion on colors and size, leading to returns and dissatisfied customers leaving reviews complaining that what is advertised is not what they received. Good pictures, on the other hand, lead to brand loyalty and a positive brand reputation, as well as higher ranked listings on marketplaces like Amazon. Basically, great pictures lead to more sales and happier customers who leave happy reviews, creating more customers.

Things to consider before you take ecommerce photos

Your skill level

When it comes to product photography, what is your skill level? Do you have experience with taking pictures, or access to editing software and locations or a studio? If the answer is no, it may be better to outsource this need. Remember, if you are going to take the time to invest in quality photography, you want to get the most value possible for your customers.

Your budget

What is the amount you are willing to spend? A good budget will depend on your product type and your photography needs. Great product photography can get expensive, so do your research and budget accordingly. Is it more beneficial to spend the money on equipment and do it yourself, or hire someone with expertise and equipment? Remember, strong photos will increase your sales and save you money on returns. Spend the time now and you’ll see that the cost is worth the investment.

Your timeline

When you are planning to launch a product, you need to make sure you leave ample time for the photography process. This includes creative meetings, studio shoots, and editing. Do you have a launch coming? A holiday campaign on the horizon? Start planning now.

Your asset library

If you are updating a product instead of starting from scratch, gather the photos that you already have. You and your photographer or creative director can work from there to decide what you want to build upon and how to create a great shopping experience. Analyzing what you already have can better inform what gaps you need to fill and what direction you want to pivot.

What you’ll need to start

A lot of preparation and resources go into taking great ecommerce photos. Whether you are starting things up in-house or looking for ways to vet a potential contractor, here are a few basic examples of what you’ll need:

  • Neutral background: The majority of ecommerce sites require that your first photo be of your product in front of a white background. The neutral/white background eliminates distractions and highlights exactly what your product is, so have a few pictures on hand from different angles.
  • A good camera: A camera and tripod are vital to focused, clean images. If you plan on taking your own photos, invest and learn how to use a camera professionals use, like a DSLR. If you are in a bind, you can use a smartphone–just know those pictures will require more editing and will not be as high quality.
  • Good lighting: Look for a space with natural light, but not direct sunlight, as you want to limit the shadows. Lamps and other lighting sources also help highlight your product- take a few tester shots to decide exactly how/where to position the product and light features.
  • Editing: Know what editing software you want to use and be familiar with it. This happens after the photo shoot, and will enhance the pictures that you have taken to be used on your website, social media, and in ads. Remember to stay honest when you’re editing, don’t change what your product is through editing, because customers will notice and reviews will reflect the changes.

Ecommerce photography tips and tricks from Pattern

The goal of ecommerce photography is to accurately show your product, convince the customer they should buy, and beat the competition. No matter where you are in your ecommerce photography journey, these tips and tricks can serve as a great reminder of what to focus on to help the photography process go smoothly.

  • Have a vision: Know what kind of experience you want to give shoppers and what you want to show about your product beforehand. Have a clear brand strategy, and know that the photographer and others are there to help you show your vision.
  • **Know what you want to take pictures of: **Do you want to do all of your products, or start with your best sellers and move down? When you’ve decided what products to take pictures of, make sure they are ready to go. Then there’s no question about which product needs what pictures done, leaving plenty of time to get the great pictures you want.
  • Set up beforehand: If you are hiring a photographer, point out exactly where you want products to be shot, especially if you are on location. Have all the lighting ready, backdrops set, and props available. Now you can move through each shot seamlessly.
  • **Take angled pictures: **Showing your product from all sides adds diversity to your photos. It also shows customers what they’re buying, letting them look at the angles as if they were holding the product in their hands.
  • Show it in Action: Don’t just have bland, basic photos. Go a step further to put your product in an environment or on models. This lets customers know how it would fit into their lives and also how to correctly use the product. A customer is more likely to buy if they can understand where a product will fit into their life.

Whether you take on photography yourself or outsource it, proper photos can make a huge difference for your brand. If you’re not already convinced that you need to invest in your ecommerce photography, let’s sum up some pros and cons:

Pros of ecommerce photography

Great photography = reusable assets

You can use the photos on your d2c site, your marketplace listing, for social media posts, in digital advertising, etc. One great photo could lead to 10 positive customer touchpoints and make planning future content more efficient.

Competitive edge

By having high-quality photography you take an edge over your competitors. Clean and clear images appeal to customers and attract attention, making you the brand they want to go to in your space.

Minimize Confusion

As if picking the perfect size online isn’t hard enough, customers don’t want ambiguity when spending their money. Shoppers want to understand the type of material, the quality, the size, the true color, etc. before they make their purchase. No one wants to give away their money ‘hoping’ something will work out or knowing there is a high probability they’ll have to go through the work of a return.

Improve Reviews

Right alongside confusion, your reviews are greatly helped by strong images providing better product clarity up front. Customers whose expectations were missed will leave negative reviews, hurting your listing and selling potential. Customers who got exactly what they expected will be delighted. Think about it, if they were confident in what they were getting and still spent their money they obviously have a use for your product and are more likely to be happy with it.

Plus, positive reviews act as a trustworthy, outsider opinion on your product, validating your sales claims for new shoppers. We understand the importance of reviews and between investing in strong marketplace listings, setting correct expectations, and killer customer support, Pattern has been able to help our partners overall have an average Amazon rating of 4.5 stars, and we’re just getting started.

Reduce Returns, Increase Profits

With confusion and misunderstood products comes unhappy customers and negative reviews, you know that. But this also leads to higher return rates for those upset buyers. This can result in huge financial losses as some products can’t be resold once returned, forcing the company to eat the cost of production, shipping, and customer support.

Cons of ecommerce Photography

A final break-up

Unfortunately great photography will mean it’s time to say goodbye to your Shutterstock subscription! As fun as filling your extra image slots with pictures of women smiling over salads and men looking confused at a computer can be, your customers deserve images that tell the story of your brand and your product.

Taking the leap

While you may recognize stock images and outdated product photos aren’t doing you any favors, you’re thinking they’ve worked so far, right? And you may feel you’ve got a system in place that is convenient and comfortable. But comfortable doesn’t accelerate your brand’s growth. You’re going to have to take the leap and try something new for your brand to keep up in the ever-growing ecommerce world.

Lucky for you, ecommerce product photography doesn’t have to be scary. Working with Pattern means that your ecommerce photography is included in your partnership, along with SEO optimization, advertising, shipping, warehouse logistics, and so much more.

How Pattern can help with your ecommerce photography

Pattern’s world class creative team can help you capture not only great product photos, but also bring your brand vision to life.

We only hire top talent for our directors and photographers—so you can trust they have the expertise needed to take great photos and help you deliver even better results. Here at Pattern, our goal is to dedicate resources to your products to help them sell better. If you’re unsure of what you want, then Pattern can also help you with your ecommerce creative strategy.

Whether you choose to take your own photos or hire professional photographers, remember to tie everything back to your vision. With that said, it’s time to get to work and create content that will please buyers and increase sales. Want to learn more about Pattern’s creative expertise? Reach out today.

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Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 22, 2022

How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.

Sept 20, 2022

4 Ecommerce Marketplace Consultant Must-Haves

Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces. 

Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.

So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.

Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products. 

What is an Ecommerce Consultant?

An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.

An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.

Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.

1. Brand Obsession/Specialization/Passion

At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services. 

2. Proven Results

It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.

3. Wide Range of Marketplace Expertise

It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.

4. Network of Resources

The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.

Achieve Your Ecommerce Goals With Pattern

Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces. 

With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.

Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.