The photos every Shopify store needs to increase sales
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If you run a product-based business, your photography is doing a huge amount of the selling.
Unlike a physical shop, customers can’t pick up your product, examine the materials or see how it looks in real life. The only way they can understand what they’re buying is through the images on your website. That means the quality and type of photography you use can have a direct impact on both your sales and your return rate.
Strong product photography doesn’t just make your website look beautiful. It builds trust, helps customers visualise the product and answers many of the questions that might otherwise stop someone from buying.
Here are the key types of images every Shopify store should include.
High quality product photography
First things first, the overall quality of your photos matters.
When your images are clear, well lit and professionally styled, your store immediately feels more premium and trustworthy. Customers subconsciously associate the quality of your photography with the quality of your products.
On the other hand, poorly lit or low-resolution photos can make even a great product feel less valuable.
High quality photography also helps reduce returns. When customers can clearly see what they’re buying, there are fewer surprises when the product arrives, for example if the colour doesn’t look the photos.
This doesn’t necessarily mean every photo has to be taken in a professional studio, but they should feel polished, consistent and representative of your brand.
Images that show the scale of the product
One of the most common causes of product returns is when customers misunderstand the size of something. Without context, it’s surprisingly easy for a product to appear larger or smaller than it actually is.
That’s why it’s important to include images that clearly show scale. For example, jewellery should be photographed being worn so customers can understand the size. Homeware might be shown in a styled room so people can visualise how it fits into a space.
Even small touches like showing a mug held in someone’s hand or a bag worn on the shoulder can immediately help customers understand the proportions of the product.
The more clearly someone can picture the product in real life, the more confident they’ll feel buying it.
Close-up images that show detail
Customers also want to see the finer details of what they’re buying. Close-up images allow them to examine the materials, textures and craftsmanship of a product in a way that mimics looking at it in person. For example, if you sell clothing, this might mean showing fabric texture or stitching. If you sell skincare, you might include a close-up of the product texture or packaging details.
These types of images help reinforce quality and reassure customers that the product matches their expectations. They’re particularly important for products where material, finish or craftsmanship play a key role in the buying decision.
Lifestyle images that show the product in use
Lifestyle photography helps customers imagine the product as part of their own life. Rather than simply showing the product on a plain background, these images show it being used or styled in a real setting.
For example:
A candle displayed in a living room
A dress worn at an event
Skincare products sitting on a bathroom shelf
A bag styled with an outfit
These images help create an emotional connection with the product. They also show customers how the product fits into a lifestyle, which can be far more persuasive than a simple product shot. Lifestyle imagery is particularly powerful for brands that want to build a strong visual identity.
Multiple angles of the product
Customers should be able to see a product from several angles before they buy.
Showing the front, back and side of a product helps create a more complete understanding of what someone is purchasing. It also removes uncertainty, which is often one of the main reasons people hesitate to click “Add to cart”.
For example, clothing brands often show items on a model from different angles, while product brands may rotate the item to show packaging or design features. This level of transparency builds trust in the product and your brand.
Images that highlight key features
If your product has specific features that make it special, those deserve their own images.
For example, if a bag has multiple compartments, a close-up showing the interior layout can help customers understand how it works. If a skincare product contains certain ingredients, imagery that highlights those details can reinforce its benefits.
These feature-focused images work particularly well alongside your product descriptions, helping customers quickly understand what makes the product valuable.
Packaging and unboxing images
If you’ve invested in beautiful packaging, it’s worth showing it!
Packaging images help set expectations and can enhance the perceived value of your product. They also give customers a glimpse of the experience they’ll receive when the product arrives. For brands that position themselves as premium or giftable, this can be a powerful addition to your product pages.
Consistent imagery across your store
Finally, consistency is key. Your photography style should feel cohesive across your entire website. That includes lighting, colour tones, backgrounds and editing style.
When everything feels visually aligned, your brand looks more polished and professional. It also makes your store more enjoyable to browse, which encourages customers to explore more products.
Strong photography makes selling easier
Your product images do much more than fill space on a page. They build trust, answer questions and help customers visualise what they’re buying. When someone can clearly see the quality, scale and details of a product, they’re far more likely to feel confident purchasing it.
Good photography also helps reduce returns because customers know exactly what to expect.
A simple product photography checklist for Shopify stores
If you’re planning a new product shoot or reviewing the images currently on your Shopify store, it can be helpful to think about your product pages as a visual checklist.
Ideally, each product should include a mix of images that help customers understand what the item looks like, how it works and how it fits into their life.
A strong product page often includes:
A clear main product image that shows the item on a clean background
Multiple angles so customers can see the product from different perspectives
Close-up detail shots showing materials, textures or craftsmanship
Images that show scale, such as the product being worn or held
Lifestyle images showing the product in a real setting
Feature-focused images highlighting important details or functionality
Packaging or unboxing photos if presentation is an important part of your brand
You don’t necessarily need all of these for every product, but having a thoughtful mix of images helps answer many of the questions customers naturally have before buying.
When someone can clearly see what they’re purchasing, understand the quality of the product and imagine how it fits into their life, they’re much more likely to feel confident clicking “Add to cart”.
If you’re building or redesigning your Shopify store
Choosing the right photography and structuring your product pages properly can make a huge difference to how your store performs.
I design strategic Shopify websites for product brands who want their stores to feel polished, easy to navigate and built to convert visitors into customers. If you’re planning a Shopify store or looking to improve your existing one, you can explore my Shopify website design services or get in touch here.
FAQS about Shopify product photography
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Most Shopify stores benefit from including a mix of different image types rather than relying on just one product photo.
At a minimum, each product should include a clear main image, a few additional angles, close-up shots showing important details and at least one image that shows the scale of the product. Lifestyle images can also be very helpful because they allow customers to imagine the product in real life.
The goal is to help customers understand exactly what they’re buying. When they can clearly see the product, its size and its quality, they feel much more confident about purchasing.
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Yes, they can have a huge impact.
Your photos are often the closest thing customers have to seeing the product in person. When images are clear, well-lit and detailed, they help build trust and make the product feel more premium.
Good photography can also reduce returns because customers have a much better understanding of what they’re ordering.
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If possible, yes.
Lifestyle images help customers picture how the product fits into their life. Seeing a product styled in a real setting or used by a person makes it easier for customers to visualise owning it themselves.
They also help communicate your brand’s overall aesthetic and personality.
