According to Trellis, 51% of Americans with internet access prefer to shop online, and that number will only grow moving forward. This obviously means 49% of Americans are still more comfortable buying certain things in the store where they can see, touch, and try the product before committing to a purchase. The convenience of ecommerce isn't valued the same by every customer. To reach the 51% of people who do prefer buying online, you need to give your audience clear, eye-catching photos of your products; but to reach that remaining 49%- you need product imagery that is distinguished and more convincing to the traditional in-store shopper than your run-of-the-mill iphone photo. You need imagery that closes that gap between online shopping and in-person browsing.