50+ eCommerce Product Photography Statistics (2024)
There are approximately 2.71 billion online shoppers worldwide, with nearly 274 million in the US alone. 75% of these shoppers primarily depend on the product images and reviews on the shopping platforms to judge any product.
Your product photographs are its first impression and you have to be very solid with them as 9 out of 10 online shoppers think having high-quality product photos is one of the most important factors while purchasing.
We have compiled the statistics on the impact of product photography on eCommerce conversion rates. Knowing these insights will help you optimize your images better for your product.
Top Product Photography Statistics in 2024
- High-resolution product images have a 40% higher chance of being shared on social media.
- 9 out of 10 online shoppers consider high-quality product photos as one of the most important factors while purchasing.
- The conversion rate of high-resolution product photos is 94% higher than low-resolution photos.
- 22% of products are returned as they appear different in person.
- 360-degree product images can boost brand conversion rates by 22%.
- 63% of shoppers prefer a 360 view of a product before purchasing it.
- 99% of Gen Z shoppers prefer purchasing products that include reviews with visual content.
The importance of visuals in e-commerce
The shift from offline to online shopping has transformed retail in a big way. Online shopping offers convenience and choice and influences consumer decision-making. However, many e-commerce stores lag behind physical ones, particularly in inadequate product images.
A recent study of 50 popular online retailers reveals that only 25% offer one photo per product, and these images lack detail and interactive features like video or zoom. The right set of visual elements can close the differences between the actual product and its online representations.
Here are some important reasons why visual elements are important in eCommerce:
- Unlocking cross-selling opportunities for increased revenue
Visuals always play an important role in suggesting related products during online shopping. High-resolution images and effective product placements can increase sales, maximizing revenue through strategic cross-selling techniques.
- Gaining an edge in AI-driven product recommendations
AI-driven product recommendations depend on visual data to suggest products based on consumer preferences and browsing behavior. Visual elements such as product images and videos feed into algorithms to enhance the relevance of personalized recommendations.
- Boosting consumer engagement
Engaging visuals captivate and retain consumer interest, improving the bounce rate of any eCommerce site. This improved engagement can increase feature understanding and higher conversion rates.
General Product Photography Statistics
Here are some of the general product photography statistics brands must be aware of:
7 out of 10 online shoppers depend on product images for purchasing decisions
68% of marketers plan to use more images in the future because most consumers emphasize images as a more important content type than text and video. Marketers should also consider not to overuse stock images of their products to make sure they stand out from other competitors.
Some reports also suggested that around 70% of enterprises worldwide currently invest in various visual marketing strategies which include implementing high-resolution product images.
90% of consumers consider high-resolution product photos crucial when purchasing online
9 out of 10 online shoppers worldwide say that the quality of product images influences their buying decisions. Following the list are the product cost and shipping cost, with 83% and 76%, respectively.
Here is the table to show the different factors that influence shoppers while buying online:
| Purchasing Factors | No. of Shoppers (in %) |
| Quality of Product Images | 90% |
| Cost of the Product | 83% |
| Shipping cost of the Product | 76% |
| Product Reviews | 73% |
Product pages with photos attract 95% more organic traffic than pages without images
Product pages featuring photos gain 95% more organic traffic when compared to those without. Pages with more than 1 image can generate up to 9 times more keyword searches than pages with just 1 image.
Over 60% of online shoppers found 360-degree spin photography useful
63% of buyers suggest 360-degree spin photos useful for online product viewing, ranking second to images that show the product’s size compared to the shopper.
Nearly 7 in 10 marketers aim to use more images in their future strategies
68% of marketers plan to use more images in the future because most consumers emphasize images as a more important content type than text and video. Marketers should also consider not to overuse stock images of their products to make sure they stand out from other competitors.
Some reports also suggested that around 70% of enterprises worldwide currently invest in various visual marketing strategies which include implementing high-resolution product images.
eCommerce Photography Market Size
- The global commercial photography market is worth $5.1 billion
The global commercial photography market is valued at approximately $5.1 billion and is projected to grow at a CAGR of 2.2% over the next decade, reaching $6.4 billion.
The eCommerce product photography will contribute around 45% of the commercial photography market’s total value.
- The value of the global eCommerce product photography market is around $129 million
The market size of the eCommerce product photography industry was around $129 million in 2023. It is expected to reach $275.4 million by 2030 growing at a CAGR of 11.6%.
Europe holds a 40% share of the eCommerce product photography market. In application terms, 3D Photography leads the list with over 65% of the market share.
Importance of Product Photos in Purchasing Decisions
Customers often change their buying decisions after checking product photos. Studies reveal brands with high-quality product images attract more customers than those without any image. Brands and marketers need to ensure their websites have HD product photographs. Here are some other important product photography statistics to check:
Around 2/3rd of online buyers prioritize product image quality over product information and reviews
More than 67% of all online shoppers consider the quality of product photos more crucial while researching any product. About 63% find detailed product information more important than other content types.
The table below shows the important factors for shoppers while researching products online:
| Purchasing Factors | No. of Online Shoppers (in %) |
| Product Image Quality | 67% |
| Product Specific Information | 63% |
| Long Description | 54% |
| Ratings and Reviews | 53% |
High-resolution product images get 40% more shares on social media
People are 40% more likely to share high-quality product photos on social media platforms. Brands and marketers should pay attention to this statistic as this will help them boost their social media marketing and increase their product reach.
9 out of 10 online customers always check the product images and videos posted by other users before buying
Around 86% of eCommerce shoppers prioritize videos and photos of products posted by other users before making a purchasing decision. This highlights the importance of user-generated content over brand-generated content.
30% of US shoppers decline to purchase products with no visual elements
Around 30% of online shoppers in the US won't buy a product if there are no images or videos available of it, or if the pictures are of poor quality. The rest 70% of these shoppers only purchase products that are personally relevant to them.
Nearly 60% of US online buyers check atleast 3 to 4 images of a product before buying it
60% of digital shoppers in the US want to look at 3 to 4 product photos before they decide to buy it. Another 13% of buyers reveal they need to see 5 or more photos to complete the purchase.
Around 2 out of 10 products are returned as they look different in person
22% of returns happen because buyers find the delivered products appear different from the images online. Businesses must ensure they have accurate product photos as they can lower the number of returns. Because returns not only make you lose customers but also cost extra to handle.
6 out of 10 CPG returns occur due to poor product pictures
58% of all consumer packaged goods returns were due to misleading and low-quality product images. This hurt brands as 25% of shoppers might not buy from a brand again if they return its product once.
Impact of Product Image Quality on Conversion Rate Statistics
A high-resolution product picture will always help brands improve their conversion rate and that’s proven by numbers. Here are some of the most important product photography statistics to learn the impact of a good quality product image on the conversion rate:
Products with high-quality photos have a 33% better conversion rate than low-quality product images
High-resolution product pictures result in a 33% increase in conversion rate compared to products with low-quality images. Brands and sellers should note this to increase their overall sales figures as high-quality product images also improve SEO performance by increasing the page time of a visitor.
5 out of 10 online customers consider high-quality product photos over product descriptions
50% of eCommerce shoppers are more inclined towards products featuring larger, high-quality images. Various brands experienced a 9.46% increase in overall sales figures after using larger product photos on category pages.
Websites that use VR, AR, and 3D product images have a 94% higher conversion
Products with VR, AR, and 3D visual elements have seen an increase of 94% in the conversion rate compared to those without. These visual elements offer an immersive shopping experience for buyers, which everyone demands nowadays.
Brands achieved a 22% increase in their conversion rate after using 360-degree product images
Brands with 360-degree product images have seen a 22% boost in the overall conversion rate. They have also seen a 35% increase in the add-to-cart rates.
Another report revealed that brands recorded an increase of 18% in the time spent by consumers exploring their products from 32% to 50% after they implemented the 360-degree product images.
85% of US and Canadian grocery shoppers are influenced by 360-degree product visuals while purchasing
Around 85% of online CPG/grocery shoppers in the US and Canada reveal that 360-degree product images and videos are the major deciding factors while purchasing.
47% of these shoppers spend more time researching product visuals to make sure they get the best deal for their money.
Product Photography Vs. UGC (User Generated Content)
Product photography showcases products in a controlled environment, emphasizing quality and detail. Whereas, UGC often shows products in real life, offering authenticity and relatability from a consumer perspective. Many surveys reveal that most online buyers trust product images uploaded by other customers than by the brand. Here are some key stats that reveal how shoppers react to user-generated content:
91% of Gen Z shoppers often search for updated product visuals from previous customers
91% of online Gen Z consumers often look for photos or videos from older buyers before purchasing a product. They are closely followed by millennials with 84%. The report also revealed that around 85% of overall online shoppers prefer purchasing products that have reviews with visual elements.
9 out of 10 Gen Z shoppers prefer to purchase products with visual content in the reviews
99% of Gen Z buyers are highly influenced to buy a product when its reviews include some visual elements, like images and videos. They are followed by millennials with 89%, who think images/videos make the reviews more trustworthy and genuine.
Here is the table to show the importance of user-generated content across different generations:
| Shoppers by Generation | No. of Shoppers (in %) |
| Gen Z | 99% |
| Gen X | 83% |
| Baby Boomers | 77% |
33% of Gen Z buyers prefer to skip a product with no photos and videos from other customers
Studies reveal that around 33% of Gen Z don't want to purchase a product that lacks visual content from past buyers. They are followed by millennials and Gen X buyers with 21% and 15% sharing this view, respectively.
The table below showcases how the lack of user-generated content impacts the purchasing decisions across various age groups:
| Buyers' Age Group | Share of Buyers |
| Gen Z (12 – 27 years) | 33% |
| Millennials (28 – 43 years) | 21% |
| Gen X (44 – 59 years) | 15% |
| Boomers (60 – 78 years) | 14% |
Impact of Implementing Product Photography (Case Studies)
Let's check some popular case studies of brands, like ASOS and DueMaternity, which show how these brands have increased their conversion rates by implementing product photography.
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Case Study 1 – ASOS
Challenge: ASOS is now considered one of the biggest fashion retailers in the world. However, before 2019, their sales were not picking up due to poor product photography.
Solution: After doing multiple surveys and trials, ASOS started using high-quality photos with 360-degree views with AR functionalities. This allows customers to see their clothes from every angle and helps them understand how the clothes fit and look.
Results: This strategy worked well and increased ASOS' conversion rate to 2.48% rate compared to their usual 1.33%. The 360-degree views of their clothes developed confidence in customers and decreased the return rate.
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Case Study 2 – DueMaternity
Challenge: In 2011, DueMaternity faced the challenge of enhancing customer engagement and conversion rates on its online platform, particularly for its extensive range of maternity products.
Solution: DueMaternity.com started using the dynamic imaging technology from Ortery Technologies Inc., and introduced 360-degree spin images for their 1,000 SKUs. This technology automated their photo shoots and allowed shoppers to view products from multiple angles, improving the online shopping experience.
Results: After implementing this strategy, DueMaternity.com recorded a significant increase of 27% in conversion rates for products featured with 360-degree views. This strategy set DueMaternity.com apart from its competitors, enhancing overall customer satisfaction through detailed views and optimizing the product photography workflow.
Sources: CXL, Thedotstore, VisualChaos Studios
Conclusion
As more and more brands revise their strategies and use high-quality product visuals on their sites, the global eCommerce product photography industry is expected to reach $275.4 million by 2030. According to various forecasts, in the coming 6 years, this industry will see a CAGR of 11.6%. This growth is driven by the integration of quality product visual elements in enhancing online shopping experiences and boosting sales.
As photography technology advances and the eCommerce industry expands, the demand for professional product photography for online stores is expected to rise. This will make high-quality product photos and videos even more important for successful online selling globally.
FAQs
Does product photography increase sales?
Product photography significantly increases sales in eCommerce by enhancing customer confidence, understanding, and engagement. High-resolution product images can build trust, reduce returns, and create an emotional connection, influencing purchase decisions positively. Also, detailed views and interactive features like 3D enhance customer engagement and satisfaction, which are important for driving conversions.
Is there a demand for product photography?
Yes, there is a high demand for product photography due to the rise of e-commerce and online shopping. Businesses require quality visuals to showcase their products effectively and compete in the market.
What are the key elements of effective product photography?
Some of the key elements of product photography include the condition of the products, good lighting, and exposure settings, getting the right depth of field and distortion, how the product is framed in the picture, the right color palette and composition, and the post-processing.
What are the current product photography trends?
Some of the current product photography trends emphasize authenticity, minimalist design, and immersive experiences like AR/VR. You can also check out other trends, such as AI editing, which enhances precision, while sustainability and 360-degree views attract eco-conscious consumers and enhance user control. These trends aim to improve product visuals and customer engagement in e-commerce.
