Poor product photography: It's hidden cost
- Fotoprostudio
- 6 hours ago
- 5 min read
Introduction
Maybe you’re not showing what you sell the way you should
A mediocre image doesn’t just fail to sell—it sometimes doesn’t even let you compete.
In a market where everyone is shouting, simply showing your product well is no longer enough. You have to say something with it. Because if your image doesn’t communicate, suspicion arises naturally. The customer doubts. They walk away. Or worse, they buy and then return.
Many brands still believe that pretty photography is a nice-to-have. A luxury for the big players. An aesthetic detail.
But the reality is different: in ecommerce, the image isn’t just a visual representation. It’s the first trust filter. It’s your storefront, your salesperson, your customer experience manager.
And yes—it’s also the reason why some brands take off… while others remain stuck in a soulless catalog.
Índice del contenido
It’s not just aesthetics. It’s business.
For years, imagery was seen as something decorative—an embellishment, a finishing touch. But in e-commerce, photography isn’t a bonus; it’s the core.
You can’t touch. You can’t try. You can’t feel. You can only look.
And in that instant, everything is at stake..
A strong image:
Clarifies what you're buying.
Elevates perceived value.
Builds trust.
Sparks desire.
Reduces uncertainty.
Product Images. Zalando.
A mediocre image, on the other hand:
Raises doubts.
Devalues your brand.
Creates visual friction.
Leads to returns.
Breaks emotional connection.
And the worst part? Often, the brand doesn’t even realize it. They think the issue lies with the product, the price, or the platform. But it’s not.
The real problem is that what they promise doesn’t match what they show.
The silent disconnect
One of the most invisible—and most dangerous—causes of poor sales performance is this: the image isn’t aligned with the actual product experience.
Examples? There are thousands.
A piece of furniture that looks sturdy… but arrives with fragile finishes. A garment that appears dull on screen… yet is vibrant in person. A cosmetic whose texture can never be discerned, not even with zoom.
This disconnect has real consequences:
Buyers who don’t understand what they’re purchasing.
Poorly managed expectations.
Visual promises that go unfulfilled.
Lost trust.
Y en ese punto, ni el precio ni las reviews salvan la venta.
Real Example – ASOS
The cost of visual inconsistency
ASOS is one of the world’s leading fashion e-commerce platforms.Yet it has faced a surge in returns caused by inaccurate imagery.
Communities on platforms like Reddit and TikTok are filled with videos of users showcasing the difference between what they saw online and what they actually received: different colors, misleading cuts, fabrics that appeared premium in photos but disappoint in person.
What did this cause?
A drop in conversion rates.
An increase in returns.
Widespread distrust.
The solution? Improve the imagery: more angles, better lighting, honest product descriptions, product videos, and more realistic representation.
Real example – Allbirds
When the image builds value
Allbirds sold over 1 million pairs in its first year. Was it due to sustainability? Yes. But also because of a consistent visual image.
Their photography is clean, clear, and tactile. Every texture seems within reach. Every shadow suggests softness. Every setting supports their brand story: nature, comfort, transparency.
And in terms of conversion, this translates into:
Longer engagement time.
Lower return rates.
Loyalty built on visual experience.
Allbirds doesn’t photograph to show. They photograph to make you feel.
Real example – IKEA
The difference is in the details
IKEA is not a brand known for artistic visual campaigns, but it is recognized for its visual precision.
In 2023, an internal report revealed that implementing more detailed images—featuring zoom, scale references, and contextual usage—increased conversion rates by up to 12% in categories such as storage and organization.
They didn’t change the product. They changed how it was presented.
And that change was enough for users to better understand, decide faster… and purchase with greater confidence.
The hidden cost
What you’re not measuring
Many brands measure:
Impressions
CTR (Click-Through Rate)
ROAS (Return on Ad Spend)
Followers
But few measure this:
How many returns are due to poor imagery?
How many sales are lost because the product is “not understood”?
How much brand value are you sacrificing with an unfocused image?
According to eMarket Services, poor visual presentation can increase the return rate by up to 15%. Not due to product defects, but because of inconsistency between what you show and what you deliver.
And this carries a silent cost: every dissatisfied customer taints the overall perception of your brand.
What sets high-converting brands apart
Brands that convert don’t shoot aimlessly. They photograph with purpose.
They treat imagery as a core part of the business—not an afterthought. It’s designed from the briefing stage and tied directly to commercial goals.
They align their visual criteria with their brand identity. Every angle, background, and framing reflects a deliberate concept—nothing is accidental.
They go beyond simply informing; they create a visual experience. They know that showing isn’t enough—you must evoke emotion, seduce, and engage.
They maintain consistency across all channels. Whether the customer sees you on Instagram, Amazon, or a billboard, the experience is seamless. And that builds brand equity.
Is your visual image holding you back?
Ask yourself these questions:
Does my product look better in person than on the website?
Does the image reflect the positioning I want to convey?
Do I receive returns for reasons that never appear in reports?
Am I educating the customer or just giving them a postcard?
If you hesitate to answer, maybe it’s time to reassess.
Not from the camera angle, but from the intention.
Conclusion
An image without direction may seem fine. But it doesn’t move anything. It doesn’t inspire. It doesn’t connect. It doesn’t sell.
The difference between a brand that scales and one that stalls isn’t always budget, algorithms, or packaging. Often, it lies in a poorly conceived image that doesn’t support the story, doesn’t defend the product’s value, and doesn’t build trust.
Photography shouldn’t be a mere formality. It should be a strategic tool—a true ally for your business.
And if it isn’t, the solution isn’t just about shooting better. It’s about thinking differently.
Has this happened to you? Share your experience in the comments. We want to start this conversation. Because changing how you show what you sell… begins with seeing things differently.
Relevant links
Nielsen Norman Group – Photos as Web Content. - Study on how users focus on relevant images and disregard decorative ones.
The Guardian – ASOS to charge shoppers who regularly return large amounts of goods. - Article detailing ASOS’s new returns policy and its impact on customers.
Shopify – Ecommerce Returns: Average Return Rate and How to Reduce It. - Guide on average return rates in e-commerce and strategies to reduce them.
Harvard Business Review – The Right Way to Build Your Brand. - Article exploring how to build a strong and consistent brand.
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