If you’re a new direct-to-consumer (DTC) brand building your first web store, product photography is one of the most important investments you’ll make. Your images are your storefront. They communicate quality, trust, and value before a customer ever reads a word of copy.
But one of the most common questions founders ask is:
“How much should a commercial photographer actually cost?”
The short answer: it depends. The longer—and more useful—answer is below.
Typical Price Ranges for DTC Product Photography
For a new or early-stage DTC brand, commercial product photography for a web store usually falls into these ranges:
$500–$1,500
Entry-level / emerging photographers
Simple white background product shots
Limited styling and lighting complexity
Often priced per image or per product
Usage typically limited to web and social
Best for:
Bootstrapped brands, MVP launches, or testing product-market fit.
$1,500–$4,000
Mid-level commercial photographers (most common for DTC)
Clean, consistent studio lighting
Lifestyle + studio images
Professional retouching
Clear licensing for web and paid ads
Shot lists planned for conversion (PDPs, thumbnails, detail shots)
Best for:
Brands preparing for a serious launch, paid advertising, or retail partnerships.
$4,000–$10,000+
Established commercial photographers or studios
Advanced creative direction
High-end props, sets, and styling
Models, locations, and assistants
Broader usage rights (ads, OOH, print)
Agency-level polish
Best for:
Well-funded brands, rebrands, or hero campaigns.
What Actually Determines the Cost?
Photographers don’t just charge for clicking a shutter. Pricing reflects several factors:
1. Number of Products & Images
More SKUs and more angles = more time, setup, and post-production.
2. Complexity of the Shoot
White background vs lifestyle
Studio vs location
Models vs product-only
Still images vs motion or video
3. Usage & Licensing
This is critical—and often misunderstood.
Usage answers questions like:
Web only?
Paid ads?
Social?
Print?
How long?
The broader and longer the usage, the higher the cost.
4. Creative Direction
If the photographer is concepting, styling, and directing the shoot—not just executing—it increases value and price.
5. Experience & Track Record
A photographer who understands conversion, branding, and consistency can save you money long-term by reducing reshoots and improving performance.
What a New DTC Brand Should Budget
As a rule of thumb:
Plan to invest 5–10% of your total launch budget into photography and visual assets.
For many early DTC brands, that means:
Minimum viable shoot: ~$1,500
Strong launch-ready shoot: ~$2,500–$4,000
This typically covers:
Hero product images
Detail shots
Lifestyle context
Consistent look across your store
Red Flags to Watch For
Extremely low prices with unlimited usage
Often signals inexperience or unclear licensing.No discussion of usage rights
This can create legal and scaling issues later.No pre-production planning
Shot lists and goals should be clear before shoot day.
How to Get the Most Value From Your Budget
If you’re cost-conscious (and most new brands are):
Prioritize images for your product detail pages
Shoot modular lifestyle content that can be reused in ads
Ask for cropping flexibility (landscape + square)
Clarify usage upfront to avoid renegotiating later
A good commercial photographer will help you think strategically—not just artistically.
Final Thoughts
Hiring a commercial photographer isn’t just a creative decision—it’s a business one.
For a new DTC brand, the goal isn’t to find the cheapest photographer. It’s to find one who understands how images sell, scales with your brand, and delivers assets that work across your store, ads, and marketing.
When done right, great product photography doesn’t feel like a cost—it feels like leverage.