Consumers have an abundance of choice when it comes to e-commerce. Countless brands and retailers vie for consumer attention and share of wallet. So what are the deciding factors in consumers choosing one retailer or product over another? In last year’s report, we confirmed that product imagery is high on the list. In fact, the vast majority of consumers (88%) said product imagery is important when shopping online. With this knowledge, we decided to delve deeper into sentiment surrounding product imagery and compare the data year over year to understand how it has evolved. Read the top-level findings here, or dive into the full report, “The state of the shopper in 2023 — imagery is key”.

Consumers want imagery that is… 

Consumers have high expectations for product imagery, but what does that mean in practice? They are looking for images that are accurate, inform them about the product, and increase their confidence in making a purchase.

Accurate

Returns are a rising problem in retail. One culprit? Inaccurate product imagery. 83% of consumers will return a product if the image online doesn’t match the actual product they receive, up from 75% last year. It’s clear that tolerance for misleading images is dwindling. And the effect lasts longer than a single return — 72% of consumers are less likely to shop on an e-commerce site again when this happens.

Informative

65% are more likely to purchase an item if they can see it from all angles, and 56% are less likely to purchase a piece of furniture if there is no or limited imagery available for the specific color or finish they want. Retailers that provide these angles and variations are helping to replace the in-store experience of touching, feeling, and turning items around to understand every aspect of them — something that clearly matters to their customers. 

Context-rich

69% of consumers say a lifestyle image is more likely to capture their attention when shopping online compared to a packshot — up from 60% last year. A lifestyle image is a product displayed in a scene, like a bedframe shown in a fully decorated bedroom, and they’re becoming table stakes for a reason. Placing a product in a real context can give consumers a sense of how they might experience the product in their own space, inspiring purchasing confidence.

Why it matters

Product imagery matters, and as expectations continue to climb, consumers will reward those who meet them. Dive into the full report to find out the rest of shoppers’ non-negotiables and more about their corresponding behavior. 

Download the report