E-commerce Visual Trend Report
Introduction
We’ve recently witnessed pivotal shifts in the way we work. Technology is driving a wave of change within the creative industry and our day-to-day continues to evolve. Keeping on top of the latest trends and balancing all that change can be a little overwhelming - so we’re here to lend a helping hand!
This year’s E-Commerce Visual Trend Report is created to bring industry insights, summarizing the latest trends and looking ahead to what’s on the horizon. We’ve also surveyed industry experts for their opinions and advice to help you identify emerging opportunities and keep you ahead of the curve over the coming year.
The E-commerce Visual Trend Report is a product of Pixelz. We aim to make the work of studio professionals and visual creatives more impactful by offering product image editing and automation through AI. We understand that the work of a creative professional is changing with technology, putting pressure on the knowledge and know-how a studio professional needs to possess. The goal of this report is to summarize the insights and trends that are emerging in our industry.
We are confident that this report will provide valuable insights and inspire you to take your e-commerce visuals to the next level.
The World of
E-commerce Visuals Today
Before we look ahead, let’s see where we’re at today. We’ve gathered industry insights from Pixelz’s professional network and FLOW events, and this year; we also surveyed 400 consumers to get the picture from both sides.
By the Image
Learning from the content we edit and the customers we work with, we’re able to gain an industry-wide view of the current standards for imagery. This year, our data has unveiled a couple of noteworthy shifts where things usually tend to be unsurprising.
A Downturn in JPG Usage
For the third year in a row, the use of JPGs as the preferred image file has decreased. In 2024, we saw a -9% decline in JPG delivery compared to 2023’s drop of only -4%. Alongside this we’ve noted an increase in PSD files being returned to customers. This shift is likely owed to two potential factors:
- Customers prefer the wider applications of less compressed file formats.
- In-house teams are seeking future flexibility with PSD files.
Either way, it’s certainly one to watch over the next 12 months to see if the trend continues.
Editorial Images on the Rise
The growing trend of elevated and editorial photography appearing on PDPs and across e-commerce has driven a whopping 30% increase in editorial retouching.
Online shoppers continue to crave inspiring and relatable content. When viewing the PDP, only 4.5% of consumers prefer to see clothing worn in a studio setting. 46.5% prefer editorial and lifestyle imagery, and 49% opting for a combination of the two.
Images showing products worn by models in ‘real life’ scenarios backed by inspiring stories are driving sales by providing “that could be me!” moments that studio settings struggle to deliver.
49%
of users want to see a combination of Studio & Editorial Images
Background color and type
Our most popular background remains unchanged for another year. A solid white color fill is the preferred choice for most brands, offering an undistracted and clean, consistent finish. 47.94% of users opt for the filled background, with no background removal or changes coming in at 29%.
Consumer Insights
This year, we felt it was important to gain an understanding of the industry from a consumer's perspective. So, we surveyed 400 people to get an inside look at their outside view. After all, the trends we follow (and report on) are mostly created to fulfill their desires and needs!
75%
Of respondents stated that there are an adequate number of images on PDPs.
70.5%
of consumers stated that they prefer a combination of both images and videos on the PDP.
56.5%
of consumers stated that the Overuse of Retouching would decreases trust in a brand
55%
of consumers stated that Authentic Content would increase their trust in a brand
Ranked by level of importance to the shopping experience:
Product Only
Standard on Model Images
Lifestyle
Video
So, What’s Trending?
We’re taking a deep dive into three key trends shaping product photography and product detail pages, both now and in the near future. These trends were selected based on survey insights, feedback from our professional network, and discussions at our FLOW events.
Finding Balance on The PDP
Shoppers have developed an insatiable appetite for content, and the way they’re influenced to buy is evolving, so the options for content on the PDP continues to grow. We are heading into an era of finding what fits your brand and your customers. Increasing the amount of content per product may drive creatives in the industry to utilize the power of AI tools to manage the demand for certain streams of content, allowing you to focus on where your skills are needed most. Once that’s all figured out, all that’s left to do is fit everything together beautifully on your website (eek!).
Take a look around and you’ll see the optimization of the PDP. There are statistically proven reasons for white backgrounds and standard layouts across most brands and retailers. Years of data have led to a level of homogeneity across the PDPs of different brands, but consumer insights, along with the rise of influencers and social media, prove that authentic content is in demand. This leaves brands seeking a balance between the product-focused images consumers expect alongside content that shows personality, brand story, and authenticity.
Consumers already have a preference for lifestyle images but are only second to seeing both product and lifestyle together.
The Generation of User-Generated Content
Social media’s influence on popular culture and trends around the world is immeasurable. So, it’s easy to imagine the influence it can have on an individual innocently scrolling away during their lunch break! TikTok has seen a rapid rise in popularity that’s revolutionized the social media landscape, and its competitors have been playing catch up ever since. The unique brand of short, vertical videos of everything from dance trends to tutorials and OOTDs totally encapsulates the spirit of Gen Z and grabs the attention of just about anyone.
The influence that TikTok and social media has on e-commerce is huge. Organic traffic from social direct to PDP is on the rise and when they land, what do they expect to see?
One way that brands can harness the power of social media on their e-commerce platform is with user-generated content (UGC). When a customer buys something they love from their favorite brand, there’s a good chance that their followers will hear about it. Brands can then channel the posts they’re tagged in to display the related products on the PDP.
79%
of people say UGC highly impacts their purchasing decisions.
Displaying user-generated content like this on the PDP helps brands to inspire shoppers with authentic, real-world content that’s easy to relate to. When customers can relate to content like this, they feel understood and begin to form a connection. The best part, aside from a little admin and the cost of the UGC tool, is that you’re able to boost your PDPs with extra content that you’ve spent no time or money creating! It can be an easy shortcut to video content, too, which was a seriously hot topic in last year’s Visual Trend Report.
Leveraging Authentic Moments to Build Customer Connections
Social media gives followers a view into somebody else’s life. Regardless of whether we know them personally, we’re engrossed in the candid (and not-so-candid) moments that they share. Where are they? What are they doing? What are they wearing? It’s the reason why influencers can be so effective!
Shoppers have become conditioned to these real-life moments and crave the authenticity of less-than-perfect perspectives, as they’re more relatable than the often unattainable perfection that e-commerce photography tends to portray.
“UGC is a really interesting way of engaging with your customers… UGC is people in the real world wearing your product in the real world.”
- Connor O’Brien
As of July 2024, there were 5.17 billion social media users globally (that’s 63.7% of the world population!). So, it’s no surprise that brands are using social media-inspired content to forge customer connections with authentic-feeling content.
59.5%
of consumers from the Pixelz consumer survey state that user-generate images on the product page would play a strong factor in their purchasing decision
The success that brands can achieve with UGC seems obvious, so why not just repost everything you’re tagged in, sit back, and watch the sales start rolling in? As with most things in e-commerce, it’s not that simple!
Brands may choose not to use UGC on the PDP for a few reasons; the lack of control or the risk of misrepresenting a product is enough to put off most brands. Or, perhaps it just doesn’t work with the aesthetic you’re looking to achieve.
One way brands are jumping on the UGC trend without actually featuring UGC is by creating social media-inspired photography and video in-house. Innovative brands are getting creative and feeding the consumers' appetite for authentic content with fun and relaxed visuals that can easily be described as ‘TikTokesque.’ Think mirror selfies, laid-back interactions and OOTD-inspired fit checks, but in a controlled studio environment with the product looking its best.
16%
of brands have a UGC strategy.
Where Does UGC Fit on the PDP?
There’s no ‘one size fits all’ approach when it comes to placing UGC on your e-commerce platform. It’s down to you to discover what works best for your customers and your brand while balancing it alongside everything else on the PDP. So, we’ve listed three common approaches below to help you get started:
Curated instagram posts:
Often placed beneath the main content on the PDP, Instagram content can be easily integrated with PDPs. Posts can be pulled through and displayed with plugins or third-party software and also link back to the social media platform, so your followers will get a real kick out of being featured.
In the reviews:
The savvy shoppers of today like to make informed decisions before parting with their hard-earned cash. If a customer scrolls to find relatable content alongside a glowing review, there’s a good chance they’re going to convert! The content here may be a little less inspirational and more ‘proof of fit,’ but a visual reviews section could also be a way to encourage positive reviews.
As a featured hero image:
The holy grail of reposts! Placing UGC within your main product images relies heavily on the quality and consistency of the content being submitted. It can feel like a bold move now, but as the quality of UGC progresses with the advancements of cameras on mobile devices, it may find a more commonplace alongside your studio shots.
Virtual Models
Having already caused quite a stir within the industry, it’s no surprise that we find virtual models in this year’s Visual Trend Report. Virtual models are still relatively new, and those who have taken the early steps to adopt the technology have had to navigate tricky waters when it comes to customer perception. But as the ethical kinks are ironed out and the value of virtual models becomes clearer to the brands that plan to use them, we are likely to see them take a wider presence in line with customer acceptance.
76.47%
of participants in the Pixelz Virtual Models webinar stated they are in the process of exploring virtual models.
50.5%
of consumers state that a virtual model would have no effect on their purchasing decisions.
Virtual models offer brands a host of benefits and solutions, and as the technology emerges into the wider market, we are discovering how they fit best within workflows, branding, and the creative process in general.
The benefits of using virtual models in e-commerce
Quick Turnaround Time:
Once a virtual model is created, it can be reused, adapted, and outfitted with a few clicks. Saving time and reducing the need for new photoshoots. This allows brands to respond to trends or stock shortages quickly.
Cost-Effectiveness:
By reducing the need for physical photoshoots, travel, and other associated costs, virtual models can help you cut down on expenses.
Unleashed creativity:
Virtual models can be customized infinitely. Brands can change a model’s outfit, pose, or entire environment in a few moments. This level of flexibility allows for more creative experimentation without the constraints of traditional photoshoots or even physical possibilities!
Consistency:
Virtual models can be replicated with the same lighting, poses, and angles across different product pages, offering a uniform appearance across your e-commerce platform.
Sustainability:
By removing the need for travel to destinations or the studio, virtual models can help your brand reduce its carbon footprint.
Virtual Models and the Future of E-Commerce
Long term, most professionals within the industry see virtual models as a supplement to traditional photography and model shoots. They can offer a more diverse representation of your customer base where budgets won’t allow but not a replacement for ‘real life’.
“The human factor will not get lost - many brands want to promote themselves with real models as well. Authenticity is still important.” “Will greatly improve speed-to-market and product development.”
There’s still plenty of hesitancy, but as awareness grows and brands get creative with implementing virtual models onto their platforms, we’ll see them stepping out on the e-commerce catwalk more and more. There are some considerations to take into account, such as whether or not to disclose your use of virtual models, as noted from our consumer survey, consumers aren’t negative towards the use but they do expect transparency.
52.5% of consumers say that virtual models have little to no impact on their purchasing decisions.
If you’d like to learn more, read our blog - Virtual Models: The New Digital Face of Fashion E-Commerce.
76.5%
of consumers think that a brand should disclose the use of a virtual model.
Artificial Intelligence
“There’s just unlimited possibility. And being able to tap into the tool to bring these stories to life is really exciting!”
- Muriel Schneider
Finding Balance on The PDP
Artificial Intelligence is one of our top three trends for a second year! This year on our survey with industry professionals, we asked what trends they see emerging some of the answers we received included leveraging AI product descriptions, AI-created content, and more AI integrated into photo post-production. The power and potential of AI is still growing at a rapid rate, impacting industries across the globe and changing the way we work. Few industries have felt the emergence of AI more than e-commerce, a place where creativity meets commercialism and technology is the essential driver behind it all. As more AI tools are released, the easier it gets to offload some of the heavy lifting, freeing up your time and mind for what you do best… creating!
One thing that’s changed since last year’s report is our perceptions and feelings towards AI. Acceptance is now widespread across the industry and with that, the adaptation of workflows to include AI. The brands who were once skeptical are now seeking opportunities to integrate AI into their workflow, 70% of the professionals we surveyed are already using AI within their production workflow.
“We all need to embrace it and try to work with it instead of being afraid of it.”
- Carlos Leon
“It’s just another tool in the toolbox, and it’s going to be really groundbreaking.”
- Conor O’Brien
Consumer Insights on AI
Customers remain wary of visuals that have been created using generative AI. The preference for authentic content is born from a desire to relate, to connect and to feel like they're getting an unfiltered representation of the product. 61.5% of the consumers we surveyed said it’s highly important to them to be notified when all or part of an image is generated by AI, and 43% said AI-generated product imagery would negatively impact their purchasing decisions while the other 57% said that it would positively impact or have no impact on their purchasing decision.
57%
said AI-generated product imagery would positively impact or have no impact on their purchasing decision.
How brands utilize AI and approach the subject with their customers is a delicate balancing act. Brands want to offer more content and add value, but need to ensure they’re not misleading. Over time, consumer mindset and acceptance is likely to catch up with the industry, just look at where our heads were a few years ago! Fortunately, there are so many ways to apply the power of AI in the meantime that enrich content and improve workflows.
AI in the Industry - Use Cases
Utilizing AI to automate processes and speed up workflows is becoming essential in our fast-paced industry. Letting AI lend a helping hand creatively can also save time and money. Here are a few use cases for AI to look into if you’re not already:
Ideation: Using generative AI tools such as Midjourney, DALL-E, or Stable Diffusion to collaboratively visualize an idea before putting it into production saves time and money. Moodboards, concepts, color schemes, locations, and more can all be developed with the power of prompts.
Casting: Create inspiration for model casting with AI-generated avatars, get hair and makeup on the same page, and ensure everything runs smoothly on set.
Copywriting: Open AI’s ChatGPT was one of the first powerful AI tools available for public use, and its release marked the dawn of the AI revolution. Aside from creative copywriters working with the tool, studio professionals can use ChatGPT to free up mental capacity by offloading mundane tasks like drafting email replies or internal communications.
Backgrounds: Augment the reality of your studio photography with the power of generative AI. A few prompts can transport your model to a tropical paradise or even the surface of the moon! A budget-friendly alternative to location shoots that can add impact while saving time and reducing your carbon footprint. It can also be a light-touch approach to testing your customer’s reaction to AI-generated content.
With generative AI tools, your only limit is your imagination! Looking for inspiration to unleash your creativity? Read our blog.
We understand why some professionals may still have their reservations but there’s no denying that AI is one of the most exciting technologies for our industry right now. As wider adoption spreads and capabilities increase, more creative ways to harness the power of AI will emerge and e-commerce visuals will continue to evolve. The future of AI is exciting and we’re sure it will continue to feature as a trend within the industry.
Final Thoughts
We’ve seen a lot of change in the past year, and with the industry showing no signs of slowing down, we’re likely to see the same in 2025. As you plan your content for the months ahead, it’s important to remind yourself of our earlier mantra - to find balance (not just on the PDP!).
New and emerging technology and trends are exciting, but they won’t be a fit for every band. Trying everything at once is likely to confuse customers and lead to burnout among creative teams, keeping up with endless content streams. Discover what content works for you and your customers, and improve workflows with new technology. Do the things that feel right, then do them well! It might take a little bravery; trying something new always does, but it’s an essential step towards breaking from the shackles of ‘samey’ content and standing out against your competitors. We wish you the best on your new Visual Trend adventures!