Imagine entering a store where the products are poorly displayed, dimly lit, and uninviting. Chances are, you'd walk right out. The same principle applies to your online store. In ecommerce marketing, your product images are the virtual storefront, and their quality can make or break a sale. In fact, 75% of online shoppers rely on product photos when deciding on a potential purchase. High-quality images can lead to a 94% higher conversion rate than their lower-quality counterparts.
But what does it take to capture photos that showcase your products and drive sales? In this guide, we'll explore the essentials of high quality ecommerce photography and how embracing AI can revolutionise your product imagery, giving your online store a competitive edge.
High quality ecommerce photography helps highlight specific features, align with your brand aesthetic, and showcase products the same way customers would experience them in real life. Whether you're using commercial photography with a clean white background or lifestyle photography to capture products in action, superior visuals directly impact conversion rates.
In fact, products featuring professional photographs experience a 33% higher conversion rate compared to those with lower-quality images. This statistic underscores the importance of investing in high-quality product images as a crucial aspect of ecommerce success. Professional photography enhances image quality and helps to create a unique perspective that aligns with your brand's style.
Successful ecommerce photography requires creating images that connect with your customers and drive sales. Choosing the right style means finding the best way to showcase your products, highlight specific features, and reflect your brand aesthetic. Let’s explore two essential types that every online store should consider.
Lifestyle photography brings your products to life by showcasing them in real-world environments, creating authentic and relatable images. It allows online shoppers to visualise how a product fits into their daily lives, sparking emotional connections and encouraging purchase decisions.
This style of ecommerce photography is ideal for those wanting to build a strong brand aesthetic while highlighting specific features in a natural setting. Stunning imagery, soft shadows, and creative camera settings all contribute to producing high-quality product images that are both aspirational and genuine.
For example, a lifestyle shoot featuring outdoor furniture styled in a sunlit backyard captures the product’s comfort, design, and durability—offering customers a glimpse of real life moments they can imagine themselves enjoying. Lifestyle images adds depth, character, and context to high quality product photos.
Product photography focuses on precision, clarity, and detail. High quality photos captured on a clean white background allow potential customers to examine every angle, texture, and feature without distraction.
Professional photographers combine the right lighting, technical skills, and post production expertise with skilled photo editors to deliver enhanced image quality that showcases your products in the best possible way. A good example is photographing a pair of sneakers with multiple angles and close-up shots of the stitching, fabric texture, and sole. Another example would be shooting a set of skincare products individually against a white background, ensuring the labels, packaging details, and product size are clearly visible.
While lifestyle photography focuses on creating a feeling or experience, product photography zeroes in on providing online shoppers with clear, accurate information about the product.
Effective product photography is both an art and a technical craft. Understanding the core elements behind high-quality ecommerce photography ensures that your visual content consistently drives engagement and supports purchasing decisions.
Lighting is one of the most crucial aspects of product photography. Good lighting enhances image quality, brings out details, and ensures colours appear true to life. Natural light can work well for some products, but professional photography often relies on artificial lighting setups for better control. Soft shadows help add depth without distracting from the product itself, while even, diffused light ensures there are no harsh reflections or overexposed areas.
A plain white background is often used because it eliminates distractions and highlights the product front and centre. It also helps products appear cleaner and more professional across online marketplaces. However, depending on the brand aesthetic and the nature of the product, neutral colours or subtle textures can be used to add visual interest while still keeping the focus on the item.
Sharp focus is essential for capturing fine details that online shoppers want to see. Whether it’s the texture of fabric, the engraving on jewellery, or the stitching on leather goods, high-quality images must showcase every important feature. Using the correct camera settings ensures the entire product remains sharp and focused from edge to edge.
Online shoppers cannot physically touch or inspect products, so providing multiple angles is key to replicating the in-store experience. Effective product photography includes front, back, side, and close-up shots to give customers a complete view. Showing the product from different perspectives builds trust and reduces uncertainty, making it easier for potential customers to proceed with their purchase.
Creating images that draw attention to key selling points helps online shoppers make informed decisions. Highlighting specific features can differentiate a product from its competitors, whether it's the waterproof material of a backpack, the adjustable strap of a sandal, or the unique design of a homeware item. A close-up photograph or a focused shot of a small detail often makes a big difference in the buying journey.
Consistency in lighting, angles, and styling across all product images strengthens an ecommerce store’s professional appearance. It makes browsing easier for customers and helps maintain a cohesive brand aesthetic. Inconsistent images—such as varying backgrounds or mismatched lighting—can make a store look disorganised and untrustworthy, impacting conversion rates.
Editing is vital to producing high-quality e-commerce photography. Basic corrections like adjusting brightness, contrast, and colour balance ensure the product looks accurate and appealing. Post-production also involves removing minor imperfections, enhancing image clarity, and ensuring all photos meet the same visual standards. Skilled photo editors play an important role in delivering a polished final product that remains true to what customers will receive.
Capturing high quality product images for an ecommerce store doesn’t always mean investing in the most expensive gear — but it does require careful planning, a creative approach, and attention to detail. Here are a few essential tips to create images that look good and drive online sales.
Good lighting is non-negotiable. Whether using natural light or a basic studio setup, make sure your products are evenly lit to avoid harsh shadows or blown-out highlights. Soft, diffused lighting helps showcase textures and details clearly, creating high quality photos that feel polished and professional.
For most ecommerce businesses, a clean white background works best, especially when listing on online marketplaces like Amazon or eBay. However, lifestyle or lightly textured backgrounds can also be used when they align with your brand aesthetic and help highlight specific features of your product.
Online shoppers can’t pick up your product — so your photos need to do the heavy lifting. Capture multiple angles, including front, side, back, and any important close-up details like stitching, buttons, or textures. This builds trust and gives potential customers the full picture.
Even basic cameras (or smartphones) can create stunning imagery if you adjust your settings correctly. Use a low ISO to reduce noise, a high aperture (f/8 or higher) for sharpness, and a tripod to ensure steady, blur-free shots. Focus is key, especially for detailed products like jewellery, fashion accessories, or tech gear.
Consistency in lighting, angles, editing style, and background across all your product photos helps build a professional look. It strengthens your brand identity and makes your ecommerce store easier and more enjoyable to browse.
Editing is a crucial part of achieving enhanced image quality. Adjusting brightness, colour balance, and removing minor imperfections can significantly elevate your final product images. Tools like Lightroom, Photoshop, and AI-based photo editors can simplify the process while maintaining a natural, realistic finish.
If you’re handling a large catalogue, high-end products, or simply want to ensure your images are as strong as possible, working with professional photographers can make a noticeable difference.
At If & When, we specialise in capturing high quality ecommerce photography that brings products to life — whether it’s clean commercial photography or creative lifestyle shoots. Our tailored approach ensures your brand's unique style shines through, helping you create images that sell without compromising on authenticity.
Choosing between handling ecommerce photography in-house or hiring professional photographers comes down to understanding your business’s capabilities, goals, and resources.
DIY product photography offers flexibility and affordability, especially for businesses that are just starting their ecommerce store or working within tight budgets. With access to a good camera, decent lighting, and basic editing tools, creating images that meet marketplace standards is possible.
However, DIY approaches also come with challenges. Achieving enhanced image quality requires technical skills, patience, and often more time than initially expected. Maintaining consistency across product images can be difficult without professional training or equipment.
Professional photography, meanwhile, offers the advantage of expertise. Professional photographers possess the technical skills and expertise to create product photos that highlight key features and align with your brand. They are equipped with the gear and the experience needed to capture stunning imagery. Although hiring a professional service requires a larger initial investment, it often results in improved online sales performance and a more robust visual identity for your ecommerce business.
DIY Photography
Lower upfront cost but may require investment in equipment and editing software.
Professional Photography
Higher upfront cost, but delivers professional results that can boost conversions.
DIY Photography
Requires learning camera settings, lighting setups, and basic editing techniques.
Professional Photography
Expertise in advanced photography, lighting, composition, and post production.
DIY Photography
Camera, tripod, lighting kit, backdrop, and editing tools.
Professional Photography
Access to professional-grade cameras, lenses, lighting, and editing software.
DIY Photography
Significant time needed for setup, shooting, and editing.
Professional Photography
Managed by the photography team, allowing you to focus on running your business.
DIY Photography
Varies depending on skills and equipment.
Professional Photography
Consistently high quality product images aligned with your brand aesthetic.
DIY Photography
Small businesses with limited budgets and simpler product ranges.
Professional Photography
Businesses looking for polished, high impact visuals across ecommerce platforms.
Artificial Intelligence (AI) is rapidly transforming the ecommerce world, offering new ways to enhance the photography process. Today, AI tools are being used mainly to support and streamline post production tasks.
Platforms like AI image editors can upscale image resolution, refine lighting, and automate background removal — helping to save time without sacrificing enhanced image quality. These AI tools enhance photographers' work, allowing for quicker turnarounds while preserving the human touch and creative control vital for high-quality e-commerce photography.
Beyond editing, AI is also helping ecommerce businesses prepare for the next wave of customer engagement: augmented reality (AR) and virtual reality (VR). With tools like Shopify AR, brands can create 3D product models and offer interactive shopping experiences where customers can view products in real-life environments. VR is opening even more possibilities. Online shoppers can now explore virtual stores and experience products more immersively.
Great product photography doesn’t just showcase what you’re selling — it shapes how your brand is perceived and drives real results. Whether you’re experimenting with DIY techniques or working with professional photographers, focusing on quality, consistency, and creativity is key. As ecommerce continues to evolve, investing time and care into your visual content will help you connect more deeply with customers and turn more clicks into conversions.
Looking for stunning, high quality ecommerce photography that captures your products at their best? If & When’s creative photography services are designed to help brands create images that inspire, connect, and sell. Whether you need clean commercial shots or lifestyle photography with character, our experienced team is ready to support your vision. Explore our photography services today and take the next step toward stronger visuals for your brand.
