The images that sell: What your online store photos are saying about you

You've spent hours perfecting your products. You are poring over labels, colours, flavours and packaging. You've researched your prices. Images? The ones you took with your iPhone seem good enough.

You probably don't want to hear this but… your product images can make or break your business.

I've watched many store owners pour money and time into worrying about their products, selling strategies and payment methods. A good photographer seems like a splurge. It makes sense - you need to pick your battles, especially when you're just starting out.

Let me show you exactly what your images should be doing (and probably aren't).

When product photos fail… and a lesson from Zara.

Before we talk about what works, let's talk about what doesn't.

I recently visited the world's second-largest Zara store in Lisbon. Wherever you are, I highly recommend this as an exercise - walk into any Zara store. Notice something? The lighting is soft and welcoming. The products are styled. The space is vast, tidy and clean - elegant but approachable. The staff wears black clothing. Labels are attached with a cotton string.

Now think about Primark.

Harsh lighting. Cluttered backgrounds. Loud music. Blue T-shirts.

You can purchase the same product - a plain white T-shirt - from both stores. They might be produced in the same country and look and feel identical. Quality is probably the same. But you spend more on a T-shirt with a label from Zara.

The three jobs your images must do

Every product image in your store should accomplish three things simultaneously:

1. Answer the practical questions

What does this actually look like? How big is it? What's the texture? Can I see it from different angles? These aren't exciting questions, but they're crucial. Someone can't buy what they can't properly see. And online, the customer is less forgiving - your competitor is only a few clicks away. This means you need multiple angles, close-ups of materials or textures, and scale references.

2. Create desire

This is where most stores fall flat. You're not selling candles. You're selling the feeling of coming home to a warm, inviting space—that cosiness we all long for. You're not selling a steak. You're selling the pride of supporting your local farmer, sharing a meal with your family, and long conversations over dinner and a bottle of wine.

3. Build trust

Blurry, poorly lit photos send a message: "This is a cheap operation." Crystal-clear, professional images send a different message: "We care about details and quality." Your images are a promise that you are a trustworthy business that will deliver what you show. Have you ever been in a restaurant where the cutlery was dirty? If so, you likely concluded everything else was done carelessly, too. Don't be that business online.

The non-negotiables

Forget artistic choices for a moment. These are the absolute basics that every product image must have:

Lighting is everything

Poor lighting makes a £500 product look like a £5 Primark T-shirt. Natural light is your best friend - it's free, flattering, and shows true colours. If you're shooting indoors, position your product near a large window during daylight hours. Can't get natural light? Invest in two softbox lights.

Resolution matters more than you think

Blurry, dark images tell customers they can't trust you with the details. Modern phones can take incredible photos, but only if you're using them properly. My advice? Just hire a photographer. If that is really out of your budget, find an Instagram influencer and ask if they would be willing to work with you for a couple of hours. A lot of them are great photographers and can be a good compromise if you cannot afford a professional.

Consistency creates professionalism

Look at any successful brand's website. Notice how all their product images have a similar feel? Same lighting style, same background approach, same general composition? That's not an accident - it's intentional. The human brain loves consistency. You aren't always aware of it, but subconsciously, a lack of consistency causes friction and discomfort. Pick a style and stick with it.

The background

Pay attention to the background in your images. I see this a lot in photos my clients take. Those "lifestyle shots" look great when done professionally, but if you are on a tight budget and working as your own photographer, clean backgrounds are a better and safer option. They put 100% focus on your product.

What about hiring a photographer?

I will be completely honest - my advice in 90% of cases is to get a professional photographer. It isn't the cheapest solution, but it removes the headache of finding a good spot and doing multiple takes; it ensures your images are consistent and are serving their purpose.

Bad photos discourage your customers and make them leave your website. You can't see them walking out, so it does not feel urgent, but your sales are still impacted.

What actually matters

Here's what I want you to take away from this: Your product images aren't just pictures. They're answering objections, building desire, and establishing trust.

Start with the basics: Good lighting. Multiple angles. Consistency. Then layer in the emotional work: context, lifestyle, aspiration.