When we shop online, most e-commerce websites give us the option to view multiple images of the same product from different angles and in various settings, but is this always a good thing?

A study published in the Journal of Consumer Research suggests that when comparing different products, viewing a larger number of images could actually make it harder for users to distinguish between them. Both in Romania and abroad, most online stores in recent years have adopted the trend of adding four or five photos for a simple product, like a T-shirt, providing the customer with a broader perspective from multiple angles or usage scenarios.

Jayson Shi Jia from the University of Hong Kong, along with Baba Shiv and Sanjay Rao from Stanford University, argue that this concept—based on the idea “the more you see, the better”—does not consider that when a product displays too many photos, the way we process information changes.

Across six experiments, participants were shown product photos to study the impact of increasing the number of images per item. Since products are often evaluated based on their uniqueness, the study’s authors concluded that when users see multiple images of products, they tend to lose confidence in their choices.

In one experiment, participants were shown images of two different shoes in an online shopping environment. Some participants were asked to analyze only the main image for each product, while others saw additional photos. The results indicated that those who saw extra images were less confident in their decision. At the same time, they were less interested in the products compared to those who only analyzed the main image.

The amount of information users receive can sometimes be overwhelming, considering the numerous photos, demonstration videos, descriptions, and more. This effect is interpreted as visual homogenization of products, reducing consumers’ ability to differentiate one product from another. However, the study’s authors concluded that more product images are not always a bad thing. Multiple images can be beneficial for online stores when comparing products that differ in categories or detailed features, such as smartphones, laptops, and general electronics.

To determine whether the number of product photos affects your online store’s conversion rate, you can test it with a simple A/B experiment. There are many tools available for this, some of which offer free trials: Optimizely, Visual Website Optimizer, or Marketizator.