Start With The Story
Let’s be honest – getting great e-commerce images isn’t just about having the right kit or knowing your way around a studio. It’s about understanding the story behind the product, the brand’s vision, and how those images will connect with the customer. And that starts long before the camera comes out.
Whether you’re a photographer, art director or brand manager, the biggest challenge is often the beginning – getting clear on what the client actually wants. It’s tempting to dive straight into the shoot, but the real magic happens when you slow down, ask better questions and really listen.
E-commerce photography isn’t just a technical task – it’s a creative conversation between product, brand and audience.
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The Brief – Where Clarity Begins
A strong shoot starts with a strong brief. It’s your roadmap and your creative compass. Here’s what I always look for:
- Product list – every item, variant and finish, so I can plan time and shot counts properly
- Reference images – past campaigns, mood boards or competitor visuals help align tone and style
- Usage – website, social or print? Each platform needs different framing and resolution
- Specs – dimensions, aspect ratios, colour profiles – these details matter
- Styling preferences – clean white background or lifestyle context? This sets the visual tone
- Target audience – who are we talking to? That shapes everything from lighting to composition
Sometimes the difference between “good” and “great” is subtle – a softer shadow, a sharper highlight, a more relaxed pose. Getting those nuances right means digging deeper early on.
Pre-Production – Planning With Purpose
For smaller ecommerce photography shoots, I handle pre-production myself – interpreting the brief, building a plan and getting sign-off. For bigger campaigns, I team up with a producer to create a detailed document covering everything from lighting setups to prop lists.
Take the AWB Textiles shoot, for example. It was a multi-day mix of lifestyle and studio work. We had everything mapped out – wardrobe, props, styling – and signed off in advance. That prep gave the whole team confidence going in.
Lighting and Props – The Mood Makers
Lighting sets the mood. I often share lighting references during pre-production – showing examples of soft diffusion versus dramatic contrast – so clients can visualise the vibe before we build the first setup.
Props matter too. Even in simple fashion shots, what the model holds or interacts with can add realism and relatability. If budget allows, I’ll do a prep day or early lighting tests. If not, I build time into the shoot morning to get it right.
Product Prep and Shot Lists – Staying Sharp
Products need to be camera-ready – steamed, styled and spotless. A well-organised shot list keeps things flowing. And those quick chats with your producer throughout the day? They’re gold. They keep you aligned, confident and ahead of the curve.
By the time we hit the studio, we’re not guessing – we’re executing.
Shoot Day – Rhythm, Energy and Collaboration
A great shoot has rhythm. I always schedule a proper break halfway through – 30 minutes to reset, refuel and reflect. It’s not just about rest – it’s about regrouping and realigning.
And yes, good food matters. Not just snacks – real meals. When the team’s well-fed, the energy stays high and the creativity flows. Happy crew, happy shoot.
Post-Production – From Raw to Ready
Culling and Client Selection
Culling is where the magic starts. I use Capture One for reviewing and sharing images. Clients can jump in via Capture One Live, tagging favourites with colour codes. Once feedback lands, I do a second pass – checking sharpness, colour and consistency. If I tweak their picks, I explain why. It’s a collaborative process.
Need fast-turnaround images for press or socials? No problem. I prioritise those while the full edit continues.
Editing Workflow
Editing starts in Capture One, especially for white-background e-commerce shots. For more complex lifestyle work, I move into Photoshop for fine-tuning.
For high-volume projects, I work with a trusted post-production agency. I send detailed notes with every file – colour tweaks, composites and sharpness adjustments. Once edits come back, I do a final review before sign-off.
Delivery – Precision Builds Trust
Delivery isn’t just about sending files – it’s about showing you’ve got everything under control. I set up file naming and SKU tracking from the start. Each product gets its own folder, tied to its SKU, so by the end of the shoot, everything’s organised and ready.
Whether clients prefer online proofing or a single download link, I keep it clean and efficient. No fuss, no confusion.
Final Thoughts – Beyond the Perfect Image
E-commerce photography is about more than perfect lighting or flawless retouching. It’s about trust, communication and process. The best shoots are collaborative, flexible and focused.
Perfect images don’t happen by accident. They come from curiosity, clarity and care. The real craft lies in balancing structure with creativity – building systems that let imagination breathe.
Because in the end, it’s not just about making products look good. It’s about creating images that make people believe in what they see.
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With more than twenty years of professional experience, Spencer Cobby is an Exeter‑based commercial photographer specialising in product photography, Amazon product photography, ecommerce photography, homeware photography and clothing photography. A first‑class photography graduate with a background in London’s fashion, advertising and automotive studios, Spencer has also worked with Canon UK, taught underwater photography in Egypt and travelled internationally as a portrait photographer, giving him a rare blend of technical expertise and creative insight. Today, Spencer applies this depth of industry knowledge to deliver high‑quality, conversion‑focused imagery that elevates brand storytelling online and in print, working closely with clients to understand their goals and produce consistent, polished results with professionalism and a meticulous attention to detail.