As an Australian Photographer with over 2o years experience I think back to where my journey in photography started, I was creating hero product photography images for FMCG brands in the ecommerce space. It was a highly technical process, making sure colours were accurate, lighting was perfectly even, and, most importantly, that the products looked as true to life as possible.
I can still remember those long, meticulous shoots, carefully shaping the light to get everything just right. Then came the hours of retouching enhancing the images to their best possible quality, creating precise clipping paths with the pen tool, and making sure every detail was polished. These early experiences honed the skills that define my work today as a Sydney photographer specialising in product photography, still life photography, and eCommerce photography.
The Evolution of Ecommerce Photography
As ecommerce evolved, so did product photography. Digital renders started to take over, offering a level of consistency and efficiency that traditional photography couldn’t always match. For a while, in the ecommerce space my work as a still life photographer shooting product photography involved a combination of real photography and digital artwork, blending both worlds to bring products to life. This hybrid approach became an industry best practice, and in my experience, it still delivers some of the best results.
Fast forward a few more years, and renders became the dominant force. Technology advanced to a point where fully rendered images could provide not just consistency, but faster turnaround times at a lower cost. Brands could now create entire product lines in 3D without ever needing a traditional shoot. It seemed like ecommerce photography had fully transitioned into the digital realm.
A Full-Circle Moment in Photography
For a while, I wasn’t shooting many projects specifically for ecommerce. But then, a couple of years ago, something interesting started happening. Brands began returning to the need of product photography for ecommerce purpose. Clients reached out again not for traditional product shots, but for lifestyle photography imagery. They wanted real, emotive photography to complement their rendered assets.
It’s funny how things come full circle. As technology pushed photography aside for ecommerce, it also changed consumer behaviour, making online shopping the norm even for everyday items like groceries. Retailers like Woolworths and Coles started recognising the need for more engaging, realistic imagery that connected with shoppers on an emotional level. Suddenly, the demand for lifestyle product photography was back.
This shift reinforced something I’ve always believed: as photographers, we have to evolve with the industry. Trends change, technology advances, and the way people interact with images continues to shift. But at the end of the day, storytelling and authenticity never go out of style. That’s why lifestyle photography has made such a strong comeback—it brings warmth, realism, and relatability to an online shopping experience that can sometimes feel a little too sterile.
Why Lifestyle Photography Matters in Ecommerce
Lifestyle product photography does something that renders simply can’t, it creates a connection. When customers see a beautifully styled product in a real-world setting, they can picture it in their own lives. It’s not just about showcasing a product, it’s about selling an experience, an emotion, and a lifestyle.
For brands, having high-quality lifestyle imagery can make all the difference in a crowded online marketplace. Whether it’s food, home goods, fashion, or beauty products, lifestyle shots help create a sense of trust and desirability. It’s about making customers feel something, whether it’s the warmth of a cozy home, the freshness of a just-picked ingredient, or the excitement of unboxing a brand-new product.
Let’s Create Something Exceptional
If your brand is looking for impactful lifestyle imagery to enhance your ecommerce presence, I’d love to collaborate. Whether it’s for a new product launch, an updated visual identity, or simply to add a human touch to your online store, I can help bring your products to life with high-quality, emotive photography.
Feel free to get in touch, I am an Australian Photographer, specialising in Product Photography, Ecommerce Photography and Lifestyle photography.
Let’s create something extraordinary together.