Investing in professional e-commerce photography can feel like a luxury expense, but the data proves it's essential for Irish brands competing online.

Product photography is often overlooked. The investment goes into brand awareness and beautiful campaign photography and while this is very important, once we get people to the website it becomes wasted investment if they don't convert. Research shows that 75% of online shoppers look at product photos first when making a purchase decision, and for certain products high-quality images can increase conversion rates by up to 94%. The imagery on the product page should make people want the product. Take clothing for example, if the lighting is poor and/or the product is ill-fitting or badly styled, you have gotten very close to the customer converting and then lost them. 22% of products are returned because they look different in person than in photos.

In summary, poor imagery directly impacts your bottom line.

E-commerce Listing Pages: Why Consistent Product Photography Matters

Customers will often search through Google and land directly on a product page or listing page, and that 1st impression is so important. The lighting and look should be consistent, it looks so much neater and more professional. It builds customer trust and makes them much more likely to purchase, especially when it comes to high value products.

The initial image, this is the product image they see on the listing page. It needs to show the product in the best possible way and it needs to reflect that product clearly. You want customers to click through to the product page already wanting to buy, and to get to the product page knowing what to expect will be there

Product Page Photography: Choosing the Right Images That Convert

This is where you sell your product. In a shop there is a sales assistant, online there isn’t. This page should show what the product looks like and show all USPs of the product. People aren’t likely to read the information about the product unless they are already invested with the images.

Fashion E-commerce: Essential Product Angles

In fashion, the styling should be strong and the images should accurately represent the product from all angles. The products the items are worn with should complement and not take from the item that is being sold, and the full look should reflect your customer demographic. If you have matching items, make sure to include them for an upsell and if budget allows potentially show two styling options. The perfect amount is 5-8 images, but the most important are a clear front and back image and detail images of any USPs.

While multiple images are important, the most important thing is to only use strong images. If you have three strong images and add a fourth weak one, that weak image will put consumers off and you will lose sales.

professional-fashion-ecommerce-photography-example. — Aran Woollen Mills E-commerce Example

Beauty Product Photography: Beyond the Packaging

When it comes to beauty, while images of the packaging are important, also consider how you display the product benefits, the active ingredients, the fragrance and the texture. Make it easy for the consumer to see why they should buy that product.

Why AI Product Photography Isn't Ready to Replace Human Creative Direction

While AI product photography may be part of the future, it's not ready to replace professional photography yet - and the data shows customers know the difference.

Consumers Want Authenticity and Can Spot AI

According to ScienceDirect Research (2025) on "Customer reactions to generative AI vs. real images", real images are perceived as more authentic and trustworthy, positively influencing purchase intent and brand recommendations. Getty Images research found that 98% of consumers agree that authentic images and videos are pivotal in establishing trust, and nearly 90% of consumers want to know whether an image has been created using AI.

The Hidden Costs of AI Product Photography

The big pull for AI photography is the cost, but it's not as straightforward as that. You will still need high-quality images of your product from all angles to feed into AI so that it can create the final image, which is adding another step and cost rather than replacing traditional photography.

AI Images Don't Convert Like Professional Photography

More importantly, it's about conversion. It costs money to drive consumers to your site through ads and marketing. If they don't convert because your imagery lacks authenticity, your overall ROAS (Return on Ad Spend) will be lower. Investing in professional photography that builds trust and drives conversions will always outperform cheaper alternatives that lose sales.

Your Investment in Photography Means Customers Will Invest in Your Product

Professional e-commerce photography might seem like an expense, but when you consider that high-quality images can increase conversion rates by 94% and reduce returns by accurately representing your products, the ROI speaks for itself.

For Irish e-commerce brands competing in an increasingly crowded market, professional product photography and creative direction are what separate browsers from buyers. Don’t only ask whether you can afford to invest in quality imagery but also ask yourself whether you can afford not to.

VIEW THE VOYA E-COMMERCE ASSET PHOTOGRAPHY EXAMPLES

E-commerce Product Photography Ireland: Investment Guide for Brands