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 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)
Sept 13, 2022

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider](https://www.businessinsider.com/amazon-closes-2-facilities-scraps-plans-42-new-buildings-report-2022-9?r=US&IR=T) --- Other Marketplace News --- JD.com is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant JD.com has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star](https://www.thestar.com.my/tech/tech-news/2022/09/08/chinese-ecommerce-giant-jdcom-bets-big-on-online-grocery-lower-tier-markets-amid-slowing-economy) Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times](https://www.straitstimes.com/business/companies-markets/seas-shopee-shuts-operations-in-argentina-chile-colombia-mexico-sources) --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday](https://www.socialmediatoday.com/news/instagram-scales-back-in-stream-shopping-elements-as-it-re-examines-its-app/631276/) FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel](https://postandparcel.info/149889/news/e-commerce/fedex-express-supports-the-growth-of-cross-border-e-commerce-within-the-amea-region/) India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](https://www.businessinsider.in/business/ecommerce/news/the-great-indian-festival-of-hiring-e-commerce-companies-gear-up-for-indias-shoppers/articleshow/94000346.cms)