Fashion Ecommerce Photography & Photo Editing Statistics 2025
PixelPhant surveyed 150+ top fashion eCommerce from the USA, United Kingdom, Canada, Australia, and different parts of Europe.
Objective?
To identify trends among leading fashion brands in presenting their products online.
For better understanding, we have divided eCommerce into three different categories.
- High-end fashion brands like Ralph Lauren, Michael Kors, and Tory Burch.
- Sportswear fashion brands like Nike, Adidas, Puma, and Alo Yoga.
- Casual fashion brands like Forever 21, New Look, Gap, New Look, and Showpo.
While you can examine each category separately, we have also shared collective eCommerce fashion photography and photo editing trends.
What will you find in this survey?
- The most popular type of photography style is in the fashion eCommerce category.
- The type of background fashion eCommerce brands are using to present their products.
- The most common background color is across different categories.
- Aspect ratios of the images that brands follow to present their products.
- Different cropping preferences when it comes to on-model images.
- The preferred image resolution, bit depth, file format, etc that eCommerce sites are following.
These are only a few of the trends. The survey shares 80+ fashion eCommerce photography and photo editing trends and statistics.
Let’s start with some important findings and takeaways before diving deep into numbers.
- Key Takeaways & Highlights
- Fashion Ecommerce Photography & Photo Editing Trends
- High-end Fashion Photography & Photo Editing Trends
- Casual Fashion Photography & Photo Editing Trends
- Sportswear Fashion Photography & Photo Editing Trends
Key Takeaways & Highlights
Sportswear brands are using more model images per product than Casual and High-end fashion brands.
Sportswear brands also use more model images than the other two categories. While Sportswear companies use approximately 8 model images per product, High-end and Casual brands use 6 and 5 model images, respectively.
More Sportswear brands are using videos for product presentation than categories.
On-model video is also dominantly used by Sportswear brands. In the PixelPhant survey, 42.1% of Sportswear eCommerce companies have used videos to showcase their products. For Casual fashion brands, it was 26.2%. For High-end brands, it was 32%.
Comparatively, High-end fashion brands are using more diverse types of photography styles to present products.
91.17% of High-end fashion eCommerce use more than one type of product photography to present their products. They diversify the way they shoot their products and ensure more information is relayed. 71.96% of Casual brands and 68.4% of High-end brands have more than one type of product photography.
More Sportswear brands have higher image sizes than High-end and Casual eCommerce.
Compared to High-end and Casual eCommerce brands, almost 30% of Sportswear brands use image dimensions greater than 2000×2000 pixels. For High-end brands, it is 15%, and for Casual brands, it is 12.2%.
95.6% of eCommerce brands use Model photography.
Among all the top fashion eCommerce sites worldwide, the trend of using model photography is very clear. It is followed by flat-lay and ghost mannequin photography, which are used by 57.2% of the brands each.
The use of Orignal background is highly popular among the top fashion eCommerce brands.
76.1% of fashion brands use original backgrounds to present their products on eCommerce. It is also clearly seen that almost all of them use background clean-up and retouching services except for background removal. Especially for model images.
37.26% of the fashion eCommerce brands are using content delivery networks to host their images.
Out of these brands, 60% of them are Casual eCommerce brands since they have the highest volume of products on their website.
More brands are using Portrait images than square images.
The most popular image ratio across top fashion eCommerce is 2:3. Second is 1:1, which is again followed by 4:5. This shows that images are intentionally optimized for mobile viewing.
Only 18.01% of the fashion eCommerce brands are using three types of photography for presentation.
Among the top fashion eCommerce that PixelPhant surveyed, we found that only 18.01% of brands are using all three main types of photography. These product photography styles are flat lay/tabletop, on-model images, and Ghost mannequins. This share is equally divided among Casual and High-end fashion brands.
Fashion Ecommerce Photography & Photo Editing Statistics Trends
1. Number of images for each product: In 2024, Ecommerce brands use, on average, 8 images for each product. Sportswear eCommerces are using more images per product than Casual and High-end fashion brands.
2. Diverse photography styles: 76.1% of the top fashion eCommerce brands present their products online using more than one type of product photography style, and 51.6% of the brands do this consistently for all their products.
3. Use of different photography styles: 95.6% of eCommerce brands use Model photography, 57.2% use flat-lay photography, and 57.2% use Ghost mannequins. Lastly, 38.4% of eCommerce use Lifestyle images to present their products.
4. Use of User-Generated Content: Only 1.3% of the eCommerce brands in the PixelPhant survey present their products using user-generated content.
5. Use of videos for product presentation: 29.6% of fashion eCommerce brands are using videos as well to feature their products. Out of these limited eCommerce brands, 87.2% use on-model videos for product presentation.
6. Cropping model faces: 90.3% of brands ensure that the face of the model is visible in the product images. 3.9% crop them below the nose. 2.6% crop model faces below the eyes. Only 3.2% do not show model faces in product images.
7. Lifestyle product images: Brands that are using lifestyle photography have, on average, 2 lifestyle images per product.
8. Diversity in photography background: 56% of eCommerce brands use more than one background in their product photography, and 76.7% use solid background colors.
9. Most popular photography background: The most common fashion eCommerce background is #FFFFFF, used by 19.6% of the brands in the PixelPhant survey. Other common colors are #F1F1F1 by 15.2%, #F6F6F6 by 10.9%, and #F0F0F0 by 6.5% of the brands.
10. Shadows in product images: 83.5% of brands have shadows in their product images. Of these brands, 64.4% ensure the shadow is consistent across products.
11. Cropping ratio in product images: Among top eCommerce fashion brands, the most common image cropping aspect ratio is 2:3. It is followed by 28.6% of the total brands in the PixelPhant survey. Other common aspect ratios are 1:1 by 18.6%, 4:5 by 15%, and 3:4 by 10% of the fashion eCommerce brands. That indicates that the majority of the brands are using portrait images for mobile optimization.
12. Common dimensions of product images: 61.49% of fashion eCommerce brands have an image dimension greater than 1000×1000 pixels, 32.91% of brands have image dimensions greater than 1500×1500 pixels and only 15.52% of brands use image sizes larger than 2000×2000 pixels.
13. Most common image resolution: Among top fashion brands in eCommerce, 82.6% have an image resolution of 72×72 DPI. Other resolutions are 96×96 DPI by 7.7% and 300×300 DPI. 75.15% of the eCommerce fashion brands use images with a bit depth of 32 DPI.
14. File format for product images: The most common file format used in fashion eCommerce is Webp, used by 54.2% of the brands. Other top image file formats are AVIF (20.4%), JPG (17.2%), JFIF (7%), and PNG (1.3%).
15. File size for product images: 57.14% of the brands ensure that image size is less than 100KB.
16. Use of CDN for product images: 37.26% of fashion eCommerce brands are using content delivery networks to host their images. 60% of them are Casual eCommerce brands since they have the highest volume of products on their website.
17. Popular CDN among fashion eCommerce: The most popular platform among eCommerce fashion brands is Scene7 by Adobe. 36.7% of the top brands in the industry use it. Similarly, other preferred platforms are Demandware by Salesforce, used by 31.7%, and Cloudinary by 11.7%.
18. Consistency in photography: In our survey, 88.1% of eCommerce fashion brands are consistent with their product presentation. Overall, they follow the same photography angles, shots, poses, cropping, etc.
High-end Fashion Photography & Photo Editing Trends
1. Average product images for high-end fashion brands: On average, High-end fashion eCommerce uses 8 images per product to present their products online.
2. Diverse photography styles: 91.17% of High-end fashion eCommerce use more than one type of photography to present their products. 64.7% are doing it consistently for each product.
3. Use of different photography styles: 94% use model photography. 61% of High-end fashion eCommerce uses flat-lay/tabletop photography. 64% use Ghost mannequins, and only 26% use lifestyle photography.
4. Consistency in photography presentation: In the PixelPhant survey, approximately 100% of the top High-end fashion eCommerce are consistent with their product photography style and presentation. This surely indicates that most of the brands are consistent with the way the present their products.
5. Using videos for product presentation: 32% of High-end fashion eCommerce sites have started using video along with product images. All of them are on-model videos recorded in a studio.
6. Number of model images per product: Brands that use model photography use, on average, 5 on-model images per product to showcase their products. Kit and Ace use a maximum of 11.
7. Brands and model images: Of brands using model photography, 68% use more than 4 on-model images per product.
8. Cropping of model images: 84% of High-end fashion eCommerce sites do not crop model faces. 6% crop below the nose, and 3% crop below the eyes.
9. Using original background for photography: 68% of High-end fashion eCommerce sites use original background for photography. Primarily for on-model photography. At the same time, they use background retouching to ensure their backgrounds are clean and consistent.
10. Using multiple backgrounds for photography: 53% of High-end fashion sites use more than one background for product presentation.
11. Most popular background color for product photography: The most common product photography background color for High-end fashion eCommerce is #FFFFFF, which is used by about 20% of sites. 17.2% of eCommerce follows the trend by using #F6F6F6. Finally, 10.3% of eCommerce uses #F0F0F0, with 6.9% using #EAEAEA color.
12. Image Cropping ratio for high-end fashion brands: 41.2% of High-end fashion eCommerce are using a 2:3 ratio for their product images. 1:1 is used by 17.6% of brands and 3:4 by 11.8% of High-end fashion brands
13. Image dimensions for high-end fashion eCommerce: 71% of High-end fashion eCommerce uses image sizes greater than 1000×1000. Only 15% of eCommerce uses image sizes above 2000×2000.
14. Image resolution for high-quality fashion brands: The most common image resolution for High-end fashion eCommerce is 72×72 DPI, followed by 90% of the brands. Others are 96×96 DPI by 6.7% of brands and 300×300 DPI by 3.3% of brands. This shows that most brands are using a more balanced approach with quality and file size.
15. Bit depth and color accuracy: 78.12% of High-end fashion eCommerce has a bit depth of 32 DPI, and 18% of brands have a bit depth of 24 DPI. This shows that the majority of the top high-end fashion brands ensure the color accuracy of their product images.
16. Popular file format for product images: 40% of High-end fashion eCommerce sites use the Webp file format. 21.9% use AVIF, 12.5% use JFIF, 12.5% use JPG, and 3.1% use PNG.
17. File sizes of product images: 62% of High-end fashion eCommerce product images have a file size of less than 100 KB, while only 21.87% of eCommerce images have a file size of greater than 200 KB.
18. Use of CDN for eCommerce images: 53.12% of High-end fashion eCommerce uses some kind of content delivery network. Of this, 52.9% use Scene7 by Adobe, 17.6% use Cloudinary, and 17.6% use Demandware.
Casual Fashion Photography & Photo Editing Trends
1. Average product images for Casual fashion brands: Casual fashion brands are using, on average, 7 images for each product on their sites.
2. Maximum and minimum number of product images: In the PixelPhant survey, the highest number of product images used by a Casual brand is 16 by Fatface. Minimum number of images that a brand uses for a product is 3.
3. Diverse product photography style: 71.96% of Casual fashion brands are using more than one type of product photography for their products. Out of which 62.33% are doing it consistently for each product.
4. Use of different photography styles: 94.39% of Casual fashion eCommerce sites use on-model photography to present their products. 54.20% of Casual fashion brands use flat-lay/tabletop photography. 42.99% of brands use lifestyle fashion photography. 34% of Casual fashion brands use Ghost Mannequin photography.
5. Lifestyle product images: Brands using lifestyle fashion photography, use 2 lifestyle model images on average to showcase a product.
6. On-model product fashion images: Brands use an average of 5.57 (almost 6) model images for each product for on-model photography. Black Milk Clothing used the highest number, 12 model images.
7. Cropping on-model images: When it comes to cropping model images, only 8.7% of brands crop their model faces. 91.3% of brands ensure that the model’s face is visible. 3.9% of brands crop the face completely, 2.9% of brands crop below the eyes, and 1.9% of brands crop below the nose.
8. Videos for product presentation: 26.2% of Casual eCommerce brands are using video to present their products. Out of these brands, 89.3% use on-model videos.
9. Orignal background for product photography: 78.5% of Casual fashion eCommerce brands use the original background rather than removing it. The trend of background clean-up and retouching can be observed here as well.
10. Diverse background for product photography: 57.9% of Casual fashion eCommerce have more than one background for their product images.
11. Most popular background color for product photography: 71% of the brands also have product images with solid backgrounds. 29% of the brands are using #FFFFFF as their product background color. #F6F6F6 is used by 8.8% of the brands. #F1F1F1 is used by 7.4% of the brands. #F4F4F4 is used by 4.4% of the brands. And #F0F0F0 is used by 5.9% of brands.
12. Use of shadows in casual eCommerce product images: 99.06% of Casual fashion eCommerce brands have shadows in their product images. 50.9% of brands ensure the shadow is consistent across product images.
13. Image aspect ratio for casual fashion eCommerce: The most common image ratio used by Casual fashion eCommerce is 2:3, used by approx 28.3% of brands. Other most common aspect ratios are 1:1 used by 18.8% brands. 4:5 by 17.6% of brands, and 3:4 by 11.8% of the brands.
14. Image sizes above casual fashion brands: 66.03% of the Casual eCommerce fashion brands are using image sizes above 900×900 pixels. 55.66% use image sizes above 1000×1000 pixels. 28.30% of brands have image sizes above 1500×1500 pixels. 12.26% of Casual fashion eCommerce brands are using image sizes above 2000×2000 pixels.
15. Image Resolution of casual eCommerce: 78.3% of Casual eCommerce fashion brands have an image resolution of 72×72 DPI, 12.3% have 300×300 DPI, and 8.5% use 96×96 DPI. Similar to High-quality eCommerce, most brands go ahead with quality and file size.
16. Bit depth of Image Resolution: 73.58% of the brands have a bit depth of 32 DPI, and 26.16% use a bit depth of 24 DPI.
17. Image File format for product image: 53.8% of Casual eCommerce fashion brands use WEBP file format on their eCommerce site. 21.7% of brands use JPG. 18.9% of eCommerce brands use AVIF. 5.7% of the brands use the JFIF file format online.
18. File size for product image: 87% of the Casual fashion eCommerce brands have file sizes less than 100KB, and 18.69% of the brands have file sizes above 200 KB.
19. CDN for casual fashion product image: 33.64% of Casual eCommerce fashion brands use some kind of content delivery network. Out of which, 41.6% of brands use Demandware by Salesforce, and 27.8% of eCommerce brands use Scene7 by Adobe.
Sportswear Fashion Photography & Photo Editing Trends
1. Average number of product images for Sportswear eCommerce: Sports fashion brand eCommerce uses, on average, 9 images for each product.
2. Maximum and Minimum Sports Fashion eCommerce: The highest number of product images used by a Sportswear brand is 14 by Girlfriend Collective and Oakley. Minimum number of images that a brand uses for a product is 2.
3. Diverse product photography style: 68.4% of the Sportswear brands are using more than one type of product photography to feature their products. Out of these brands 61.5% are consistently using more than one type of photography.
4. Product Photography consistency in Sportswear Fashion Ecommerce: 89.5% of Sportswear brands in the PixelPhant survey are consistent in how they present their products online.
5. Videos for product presentation: 42.1% of Sportswear brands have used Videos to present their products. All of them use on-model videos.
6. Average number of on-model images: Sportswear brands are using, on average, 8 model images (specifically 7.6) for each product.
7. Cropping of model images: In the PixelPhant survey, 100% of Sportswear fashion eCommerce brands do not crop the faces of their model images. That means the majority of brands in the industry feature the faces of their model images.
8. Using lifestyle images for product presentation: 30% of the brands in the PixelPhant survey also use lifestyle images to feature their products. On average, these brands use approximately two lifestyle images for each product.
9. Orignal background from Sportswear photography: In Sportswear fashion eCommerce brands, 73.7% are using original backgrounds. The trend of background retouching continues in this category as well.
10. Using diverse photography backgrounds: 47.4% are using more than one background for their product images.
11. Using Solid background color for product photography: In Sportswear fashion brands, 89.5% of eCommerce are using solid backgrounds to present their product images.
12. Most popular background color for photography: Two of the most popular background colors for eCommerce Sportswear fashion brands are #FFFFFF and #F6F6F6, used by 16.7% of brands each. 11.1% of the brands are also using #EDEDED as the background color for their product images.
13. Using shadows in product images: Among Sportswear fashion brands, 94.7% of the eCommerce product images have shadows, and 84.2% ensure the consistency of the shadow.
14. Image dimensions for eCommerce images: 75% of Sportswear fashion eCommerce brands use image dimensions higher than 1000×1000 pixels, and 30% of eCommerce Sportswear brands have an image dimension higher than 2000×2000 pixels.
15. Image resolution for eCommerce images: Almost all of the Sportswear fashion eCommerce brands use a resolution of 72×72 DPI. 90% of them use a bit depth of 32 DPI.
16. File format for Sportswear fashion eCommerce images: 63.1% of Sportswear fashion eCommerce sites use the WEBP file format. Other file formats used by these eCommerce sites are AVIF by 26.3%, JFIF by 5.3%, and PNG by 5.3% brands.
17. File sizes for Sports brands’ fashion eCommerce images: 60% of the Fashion Sportswear brands ensure that the file size of their eCommerce product images is less than 100KB.
18. CDN for Sportswear fashion eCommerce: 35% of the top Sportswear fashion brands use some kind of content delivery network. Of these brands, 42.9% use Scene7 by Adobe, and 28.6% use Cloudinary.
Conclusion
PixelPhant survey showcases various trends among top fashion eCommerce brands. And with this survey, we also got to learn about the ways top creatives are optimizing their user experience.
Not every brand can or should follow in the exact footsteps. But it is wise to keep an eye on what leading brands are doing. To learn, what shoppers prefer.
