B2B Photography: In-House vs. Outsourced for eCommerce

A survey conducted by Etsy found that 90% of shoppers consider product image quality very important to their purchase decision — even more important than the item price, shipping costs, or reviews.

As B2B buyers increasingly expect the same convenient, visually appealing shopping experiences as B2C customers, B2B companies can’t afford to overlook the importance of product photography.

But is it better to handle your B2B eCommerce product photography in-house or outsource it to a professional third party?

That decision can be a tough one. We’re here to make it easier.

In this article, we look at the pros and cons of each approach to help you make the best decision for your business, whatever your B2B eCommerce strategy. We’ll also share tips for doing both.

Short on time? Here’s the key takeaway

• In-house photography gives you more control and flexibility, but it requires an upfront investment in equipment and training.
• Outsourcing to a third party saves time and helps ensure high-quality results, but it can be more expensive in the long run.
• The best approach for your B2B business depends on your budget, product type, image quality requirements, and long-term business goals.
• Whatever you choose, don’t forget the key elements of a great product photo : lighting, composition, background, and strong post-production.

In-house vs. outsourced product photography: An overview

Before we dive in, here’s a quick overview of in-house and outsourced photography:

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Now, let’s get into the details.

In-house product photography

In-house product photography for eCommerce means setting up a photography studio within your company and assigning staff to handle the shooting and editing process.

This approach has several advantages, such as greater control over creative direction and the ability to photograph products as soon as they’re available.

However, it also requires a significant upfront investment in equipment such as cameras, lenses, lighting, and software. In addition, staff may need training in photography techniques and best practices to ensure consistent quality.

Expert tip: When setting up an in-house studio, pay close attention to lighting. Invest in high-quality light sources such as softboxes or LED panels, and experiment with different setups to find the most flattering light for your products.

Outsourcing product photography

Outsourcing eCommerce photography to a professional studio or photographer can be a practical option, especially for businesses with limited time or resources. Professional photographers have the expertise and equipment needed to create high-quality images that show your products in the best possible light.

Outsourcing also frees up your team to focus on other parts of the business, such as marketing, customer service, or ensuring eCommerce scalability and performance. That said, you’ll need to carefully vet potential photographers and clearly communicate your expectations to make sure the final images match your brand style and requirements.

One potential downside of outsourcing is that the cost per image is higher than with in-house photography.

In-house or outsourced photography: How do you choose?

When choosing between in-house and outsourced product photography for B2B eCommerce, whether you’re in B2B retail or any other sector, there are several key factors to consider.

Answer the following questions to help guide your decision:

1. What’s your product photography budget?

Your available budget is a deciding factor when choosing between in-house and outsourced product photography.

If your budget is tight, outsourcing to a professional can be the more practical option. You’ll avoid the upfront investment and only pay for the images you need.

If you can cover the upfront costs of equipment and training, bringing photography in-house can be more cost-effective over time. While in-house photography requires investment in hardware, software, and labor, it can become more economical if you need images on an ongoing basis.

2. How much control do you need over the photography process?

If you have specific requirements for your product images, such as unique angles or custom props, in-house photography may be the best choice. This approach gives you full control over creative direction and lets you make adjustments on the fly.

On the other hand, if you’re comfortable giving direction to a professional photographer and trusting their expertise, outsourcing can deliver high-quality images that meet your needs.

Expert tip: When working with an external photographer, provide a brief with a detailed shot list (for example, close-ups of machine components, action shots of products in use, and so on) and visual references, including sample photos, to make sure the final images match your vision.

3. How does product photography fit into your B2B eCommerce strategy and business plan?

Strong eCommerce product photography is essential for attracting and converting customers, making it a must-have for your B2B eCommerce strategy.

So when choosing between in-house and outsourced photography, think about how each approach fits into your overall eCommerce business plan, including your revenue model, eCommerce goals, and target audience.

For example, a B2B company selling specialized industrial equipment may choose in-house photography. That lets it use its expertise to highlight the unique features and technical details of its products, appealing to professionals in its niche market.

By contrast, a B2B company focused on sustainable eCommerce and selling eco-friendly building materials may choose outsourced commercial photography. This gives the company access to a professional photographer’s expertise to showcase the environmental benefits of its products.

For instance, the photographer can highlight details such as recycled content, energy efficiency, or sustainable sourcing in a visually compelling way. That helps the company effectively target architects, contractors, and other B2B buyers looking to reduce their environmental footprint.

4. Does your team have the time and expertise to handle post-production?

Post-production is an important part of eCommerce product photography. Even the best photos may need adjustments for cropping, color correction, and touch-ups. This process can be time-consuming and requires specialized software and skills.

If you handle product photography in-house, ask yourself whether your team has the time and expertise to deliver consistent post-production. Mastering editing techniques takes practice and can pull resources away from other essential tasks.

Outsourcing B2B product photography can significantly streamline your workflow, since many professional photographers include post-production in their services.

What’s more, experienced product photographers will know how much retouching is right for your industry. That’s especially important in sectors such as B2B construction, where images need to feel realistic and not overly edited.

Expert tip: When it comes to post-production, less is more. Aim for a natural, realistic look that accurately represents your products, and avoid heavy-handed editing techniques that could mislead customers.

The key elements of a great product photo

Whether you choose to manage eCommerce product photography in-house or hand it over to a professional, several elements contribute to a great eCommerce photo. These include:

Lighting

Good lighting is essential to show your products in the best possible way. Soft, diffused light helps minimize shadows and create even illumination, while strategic highlights can add depth and dimension to your images.

When setting up your lighting, use a three-point lighting setup, a combination of key light, fill light, and backlight, to achieve the desired effect.

Composition

How you arrange your products within the frame can have a major impact on the overall appeal of your images. Use the rule of thirds to create a balanced composition and experiment with different angles and perspectives to add visual interest.

If you’re showing multiple products in one image, make sure they’re arranged in a way that’s both visually appealing and easy to understand.

Background

It’s best to use a simple background — white or a neutral color — for product photos. This creates a clean, professional look and keeps the focus on the product itself.

You can use a textured, patterned, or bright background if you want, but make sure it doesn’t distract from the product on display.

Post-production

Even the best images can benefit from post-production to improve their overall quality. Basic adjustments such as cropping, exposure correction, and color balancing can go a long way toward creating a polished final image.

Expert tip: Don’t underestimate the power of product descriptions. Pair eye-catching product photography with well-written copy to give buyers all the information they need to feel confident and excited about making a purchase.

In conclusion

When it comes to eCommerce product photography, there’s no one-size-fits-all solution. The best approach for your business will depend on several factors, including your in-house capabilities, budget, and eCommerce strategy.

By carefully weighing the pros and cons of in-house and outsourced photography, and keeping the key elements of a great product photo in mind, you can make an informed decision that meets your needs and helps you showcase your products effectively.