In e-commerce and marketing your visuals do a lot of heavy lifting. Half-baked concepts or poorly executed shoots are doing you no favours and customers are ruthless. When it comes to product photography and brand identity marketing, you’ve got to get these right. They are mission critical.
I hear you say, “you’re preaching to the converted, we get it, product shots have to be 100%”. But here’s the friction point: professional product photography costs money. For many marketers, business owners and ecommerce specialists, it's tempting to ponder: “Can I cut corners? Could I just DIY it?”
That’s the question we’re tackling today: is the cost of product photography really worth it? And if so, under what circumstances? We’ll break down what influences pricing, compare DIY vs. pro costs, explore the ROI, and show you how bad visuals can cost more than you think.
Key takeaways:
1. Professional Product Photography Cost: In Australia, simple ecommerce shots often run AU$30-$150 per image, while campaign or lifestyle imagery can range much higher.
2. DIY vs. Pro Tradeoffs: DIY saves dollars up front/short term, but hidden costs (equipment, learning curve, inconsistent quality) often erode the gains.
3. ROI That Justifies Spend: High quality visuals can boost conversions by 30% or more, reduce returns, and reinforce brand trust.
4. The Hidden Cost of Poor Imagery: Low-quality photos diminish credibility, increase return rates, and scare off would-be and return customers.
5. When to Go Pro: For launches, premium products, campaigns, or scaling brands, paying for professional product photography is more than justified.
What Influences the Cost of Product Photography?
Now let’s zoom out and see the big picture...
When you receive a quote, it might look like someone’s pulled a figure out of their… uhh, camera bag. But far from being random, every line item has a rational reason behind it. These are the major cost factors:
Photographer Expertise & Equipment
You’re not just paying for the moment the shutter clicks, but for the years of practice behind them and more. Beyond a well-trained eye, a pro brings the following to the table shoot:
High-end gear: cameras, macro lenses, specialty lenses, high-CRI lighting, softboxes, reflectors, diffusers. These let them control shadows, highlights, and colour accuracy. This gear is bulky, needs to be maintained, and ain’t cheap!
Technical know-how: photography is a science and a skill, knowing when to underexpose, when to push texture, how to style a reflection or product surface, how to shoot tricky materials like glass, metallics or fabrics, these talents are borderline priceless and take time to master..
Creative vision: composition, mood, styling decisions that bring the product to life rather than just showing it dull and lustreless. Knowing what will work straight off the bat rather than an amateur trial and error approach saves time and money.
Because of this, photographers with more experience and premium portfolios often command higher rates. Even if their final image looks similar. You're also paying for consistency, reliability, and fewer revisions.
Studio Costs & Location
A controlled studio environment is a major factor in getting crisp, predictable results:
Studio hire, lighting rigs, backdrops, support equipment, consumables (tape, clamps, cleaning) all factor in.
Location shoots (homes, outdoors, on-site) also bring travel costs, permits, styling logistics, weather contingencies.
Some studios may charge extra for models, specific props, styling costs, or set builds.
Post-Production & Retouching
Once the shoot wraps, the real work begins:
Colour correction, white balance, exposure adjustments, shadow/highlight balance.
Retouching: removing dust, scratches, smoothing surfaces, composite work.
Consistency: ensuring all images in a set feel like they belong together despite varying weather or light over a day’s shoot. A professional matches all the same tones, contrasts, lighting style.
Exporting and optimisation: resizing for web, social, print, compressing files, and adding image metadata for SEO. These steps have big implications for load speeds and quality in every context/platform. It’s such a shame when a company trips at this late stage… You were so close!
Pro Tip: Retouching can be surprisingly time-consuming, and many photographers or retouchers charge per image or by difficulty. If your quote has “photo editing included” then you’re in good hands.
Complexity & Product Type
Some materials don’t play nice. So it’s wise to consider how tricky your products are to shoot.
• Textured materials, leather, fabric, fur, transparent or reflective surfaces all take extra time.
• Jewellery, glass, mirrored surfaces demand more setup and retouching.
• Lifestyle or contextual shoots may need props, models, assistants, art direction.
• 360° or turntable/interactive spins require many frames, stitching, and extra production. Including 360° images can increase cost significantly more.
Volume & Licensing
Bulk shoots (lots of images, many SKUs) often reduce per-image cost. On the other hand, Sporadic one-offs can cost an arm and a leg. Be organised and consolidate where possible.
Usage rights matter. If you plan to use images in paid ads, billboards, large-scale campaigns, or for long durations, licensing fees may apply. Quotes should clarify rights and usage.
Turnaround times, number of revisions, and delivery requirements (e.g. high-resolution, layered files) also influence price.
In Australia, you’ll often see three pricing models: per image, hourly/day rate, or project package.
For example, clean white-background ecommerce shots might run AU$30-$100 per image, while creative campaign work could go well beyond that.
DIY vs. Professional Product Photography: A Cost Comparison
Let’s run the numbers. Below is a simplified cost comparison to help you see what’s happening behind the scenes.
DIY vs. Professional Product Photography Pricing Snapshot
| Expense |
DIY Photography |
Professional Photography |
| Camera & Lens |
$500 - $10,000 (one-time) |
Included |
| Lighting & Backdrops |
$200 - $3,000 |
Included or factored in |
| Editing Software |
$15 - $100/month |
Included or factored in |
| Props / Styling |
$50 - $300 per shoot |
Included or shared |
| Time Investment |
8-20 hours per shoot |
Minimal (photographer handles it) |
| Consistency & Quality |
Variable |
High and predictable |
| Returns / Rework Costs |
Higher risk if images cause errors |
Lower risk |
*Data from Bohbay.com.au, Nick Karagiannis, and Born Social pricing.
This is why although photography pricing guides can seem costly DIY can sometimes mean paying more down the track:
Learning curve: It takes time to master lighting, styling, editing. Your setup might waste hours before you get a usable shot.
Inconsistency: Each shoot may look different. Lack of consistency erodes brand perception over time.
Opportunity cost: As a business owner or marketer, your time could be better spent on strategy than wrestling with a softbox.
Rework and returns: If an image misrepresents a product, you’ll pay in returns, refunds, and reputation damage.
Limited scale: When your catalogue grows, DIY becomes harder to manage.
In contrast, professional product photography pricing is built to scale with quality and efficiency baked in.
Is Professional Product Photography Worth the Investment?
Okay, let’s talk facts:
Conversion Lifts & Engagement
According to UK studio, Visual Chaos, high-quality product images can boost conversion rates by 20-30% (or more) compared to poor visuals.
360° visuals or interactive product views have been shown to drive 22% more conversions and 35% higher add-to-cart rates.
ElectroIQ’s market research found that switching to high quality, more detailed images saw a 9.5% lift in sales in ecommerce tests.
Lower Return Rates & Less Disappointment
There’s a great quote/formula that goes, “expectations minus reality equals happiness”. How does that translate to business? When a customer's order arrives and it doesn’t match their expectations (the picture on the website), they’re more likely to send it back. Bad product images are a common cause of returns. Quality visuals eliminate that post-purchase dissonance and ensure you deliver happiness every time.
Brand Perception & Trust
Seeing is believing. Blurry, inconsistent, or unflattering images tell customers you can’t be trusted and might even be considered “scammy”. On the other hand, crisp, polished, consistent visuals signal professionalism and reliability.
Reusable Assets & Long-Term Value
Unlike ads that disappear when budgets run out, photos can live on forever. Your images can be used across your website, social media, print, packaging, lookbooks, and more. That multiplatform value spreads the cost. Also, given the internet’s tendency to hold a grudge (See Streisand effect) - there’s all the more reason to get them right and avoid the alternative.
Comparing to Other Marketing Channels
Consider that many marketing tactics (ads, influencer campaigns, SEO) require ongoing spend. Photography is largely a front-loaded investment, once you have quality assets, the cost of using them again and again is minimal.
When Skincare brand, Soratinex, partnered with Born Social, the challenge was to introduce their holistic psoriasis solution to a wider audience and transform a relatively unknown brand into one people could recognise and trust. The strategy hinged on vibrant, professional photography paired with sleek design to refresh their social channels and ads. By curating a clean, consistent visual identity, Soratinex got a makeover, looked and felt brighter, more relevant, and more approachable. Beyond “looking good,” high-quality imagery actively reshaped how the brand was perceived.
That shift in perception translated directly into results. With fresh photography driving ad creative and a smart testing strategy, Soratinex saw 1,500% growth in Meta sales across Australia and New Zealand in just 15 months, achieving a 3.10 ROAS. It’s a clear example of how investing in professional imagery can build brands up, cut through the noise, and convert awareness into loyal customers.
For businesses wondering if quality content is worth it, this Soratinex case study clears things up. Check out Born Social’s Photography Services to see how your brand could have a similar glow up.
The Hidden Costs of Bad Photography
Imagery can be cheap and quick to turnaround but if it’s at the expense of quality you may be paying for it in other ways…
Negative Brand Perception
A “cheap” look sours the whole experience. If even one product image looks off, it undermines everything else and draws the eye. Customers might question your overall quality, your attention to detail, or even your legitimacy.
Higher Return Rates
Misleading visuals lead to buyer disappointment and returns. Returns are costly, not just in a shipping and logistics sense but in customer support, restocking, degraded profit margins, brand reputation and repeat business (or lack there of).
Lost Sales & Abandoned Carts
Poor or unclear images are a frequent reason customers hesitate or abandon carts. If you can’t instill confidence through your visuals, someone else will.
Extra Rework & Reshoots
If a client or stakeholder rejects images, you may have to reshoot or re-edit. Blowouts for time, budget, and momentum can be devastating.
Inconsistent Brand Identity
If your visuals vary wildly between campaigns, platforms, or seasons, your brand looks confused. Each break from visual identity chips away at brand recall and trust.
When to Choose Professional Product Photography
With a well documented brand book and style guide, you don’t need professional photography for every SKU. However, there are times when it’s non-negotiable. If you recognise any of these, it’s time to go-pro (Please not that one, put away the fish-eye lens!):
Launch of a flagship or hero product: First impressions matter more than ever here.
Luxury or premium positioning: If you sell a high-ticket item, the visuals must reflect that price.
Seasonal campaigns or key moments: Holidays, launches, limited-edition drops: it pays to have standout visuals.
Scaling your catalogue rapidly: When consistency across many SKUs matters, professional workflows become essential.
Marketing push or rebrand: If you're investing elsewhere (ads, packaging, web design), visuals need to keep pace.
Complex or delicate products: Textiles, jewelry, finishes, reflectives are all better handled by experienced hands and their intricacy will shine even brighter this way.
Conclusion
Yes, the product photography cost can feel like a hefty line item on the budget. But here’s the thing: when it’s done right, it’s not just another expense, it’s an asset that earns its keep. From lifting conversion rates and reducing returns to building a brand customers trust at first glance, professional photos are the silent salespeople working 24/7.
The smart move? Invest when your business is pushing for growth, when your brand needs to stand tall, or when you simply refuse to cut corners on quality. Because while DIY might get you by, only professional photography puts your products in the best possible light.
FAQs
How much does professional product photography typically cost?
Rates vary depending on photographer experience, studio setup, and post-production needs. On average, you’re looking at $150–$300 per image, with editing sometimes adding $50–$150. While it may sound steep, businesses often recoup this investment quickly through higher sales and stronger brand perception.
Is DIY product photography enough for small businesses?
DIY can work in the very early stages, but hidden costs (gear, lighting, editing software, and your own time) add up fast. More importantly, inconsistent or low-quality visuals can cost you customers. A strong rule of thumb: invest professionally as soon as you’re ready to scale.
How does professional photography improve conversion rates?
Studies show that high-quality images can boost conversion rates by more than 30%. Crisp, accurate product visuals build trust, reduce uncertainty, and help customers hit “add to cart” with confidence. Check out our blog on how High Quality Product Photography Impacts Sales for more stats.
What factors should I consider when budgeting for product photography?
Think about:
• Scope: number of products and variations
• Style: plain white background vs. styled lifestyle shoots
• Usage: ecommerce only, or multi-channel campaigns
• Longevity: photos that last across multiple seasons or platforms provide more value over time
Ready to give your products the glow up they deserve? Let’s chat!
Get Your Free Product Photography Quote