Photos are the key to successful sales of goods in online stores. They not only attract the attention of customers, but also help them better understand what exactly they are going to buy. 

Today I will tell you about the requirements of online platforms regarding visual, the characteristic features of Ozon and Wildberries. I'll also tell you how to make a photo for a marketplace.

Let's look at the main types of photos that should be included in the product card.

The main image. This is the first thing a customer sees when looking for a product. The main photo should be as informative and attractive as possible. In this image, it is recommended to show the product on a white background to avoid distracting details and focus on the product itself. An alternative option is to showcase the product on the model or in the interior. This will make it easier for potential buyers to imagine what this item will look like in real life.

Additional images. This is a good opportunity to show the product from different angles and in detail. Each product card can contain several such photos. For example, if it's clothing, you can photograph the texture of the fabric, seams, or unique design details. If we are talking about kitchen utensils, show how the mesh attachment looks in the spout of the kettle or how beautifully the handles of the pan are decorated. Such photos help to reduce the level of uncertainty and increase the likelihood of purchase.

Photos with infographics and product characteristics. They contribute to the informative nature of the visual content. Infographics can include key product characteristics: dimensions, materials, usage and care features. This way, the potential buyer learns the most about the product even before switching to the text description.

When it comes to product photos for the marketplace, it is important to consider several key requirements. I will tell you more about them later.

Quality. The image should be detailed and clear, without blurring or pixelation.

Environment. For the background, it is recommended to use neutral colors that do not distract attention from the item for sale itself.

Viewing angle. Show the product from all sides so that you can evaluate it correctly.

Realistic. Do not abuse editing, and certainly do not use neural networks to generate a product. The object of sale should not differ from what the customer will receive. Using AI can lead to customer disappointment: they will lose trust in you and will only leave negative feedback.

As for the technical characteristics, the photo is preferably in JPG format, from 8000 to 12000 pixels.

Ozone has many visual requirements, and separately for the main photo and separately for additional ones.

Recommendations for the main image:

• good quality color photo;
• The product in the picture must be shown in full and in the context of use.;
• the background is clean and uniform;
• You can use infographics.;
• no more than one direct link.

Recommendations for additional images:

• There should be no more than 29 auxiliary images in total.;
• the carousel should contain photos with the composition of the food (if it is not mentioned in the description);
• it is necessary to show the use of the product (the jacket is dressed, the bed linen is tucked in);
• you can add infographics.

You can't use:

• advertising labels or watermarks;
• pictures of alcohol or cigarettes;
• sketches and black and white photos;
• low-resolution images;
• inverted photos;
• images with a household background (living room, carpets in the background, etc.).

Intimate parts of the body must be hidden in all photos from the 18+ category.

You can find out more about the rules of the site here. 

Another popular trading platform, whose visual design requirements are somewhat different from those of Ozone and look "softer".

Requirements for all images in the card:

• The focus is on the sales subject;
• a neutral or contrasting background to the product;
• the object of sale occupies 2/3 of the frame;
• A "street" background is allowed, provided that it does not attract attention to itself, and the model is illuminated evenly, without sharp glare and shadows.;
• If a set is being sold, then all components should be shown in the first photo.

You can't use:

• marketing texts (about promotions, discounts, etc.);
• incorrect cropping (crop part of the product);
• uneven or excessively bright background;
• upside-down product photo;
• multiple products in one picture;
• the object of sale is in an inaccurate form;
• the image of the product in the package on the main photo;
• images where the model prevents you from viewing the product;
• collages;
• images where the product takes up too little space;
• photographing children in provocative poses.

You can find out more about the rules here. 

To ensure that the photos meet the main requirement of online platforms - they are of high quality, take a responsible approach to choosing a location for shooting.

The search for a suitable studio begins with an Internet connection. Enter the query "subject photography studio <your city>" into the search engine. 

You can simply rent a room and shoot on your own, or use the services of a full-time photographer. In the second case, pay attention to the following points:

• Portfolio. Study the examples of the work, paying attention to the quality of processing, detail, style. Ask if the studio has any experience working specifically with marketplaces.
• Equipment. Check the availability of the necessary equipment: professional light sources (pulsed or permanent), props, automated tables for 360-degree photography.
• Reviews. Study the reviews of other clients. Pay attention to the comments about the quality of the work, the professionalism of the photographer and the speed of the order.
• Cost. Specify the cost of services, including studio rental, photographer's work, and photo post-processing. Compare the offers of several studios.
• Contract. Be sure to sign a contract that sets out all the terms of cooperation, including the terms, cost, and rights to use the photos. It would not be superfluous to discuss the possibility of reshooting or refining the materials.

If you plan to shoot yourself, then find out what kind of equipment you will be provided with, what kind of backgrounds there are in the studio. The ideal option is to go to the studio in advance and see the available locations.

If your budget is limited, you can try taking photos at home. Of course, the quality will be lower than in the studio, but if you follow certain rules, you will get quite acceptable pictures.

• Purity. Put the item you are selling in order in advance. For example, if it's clothes, then steam or iron them.
• Lighting. Use natural light (from the window), but avoid direct sunlight. You can additionally use table lamps with soft light, or light panels.

• Background. A white sheet stretched over a frame or a large sheet of paper will serve as a background. However, the background can be changed during post-processing.
• A tripod. The device is necessary to avoid blurred images. This is a very important point. If there is no tripod, you need to fix the camera in another way, the main thing is not to hold it in your hands, because even a minimal tremor can ruin the frame.

Photo processing for marketplaces is a key stage in the preparation of selling images. For example, I've edited a few photos so that you can appreciate the importance of this part of the work for yourself.

In this picture, I adjusted the background and removed minor flaws.

I've fixed the white balance here

In this photo, I removed the background, and then did a light retouch.

And here's what I got when I just replaced the background with black.

When creating photos for marketplaces, remember that your goal is to present the product to the customer as accurately and attractively as possible. High—quality photos are an investment in your sales. You can make them yourself for free. Just follow my recommendations, then you will significantly increase the chances of success.