Optimizing product images

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Shopping online eliminates some of the most primal senses. When you cannot smell, touch, or sample a product – you must sell to the eyes. That’s why curating your online store with amazing photos should be a top priority. Optimizing your product images for size, proportion, sharpness, and format will help you show off your merchandise.

In this article:


All images have two properties: pixels (the space on the screen) and kilobytes (the storage volume).

While Ecwid supports images of any size and optimizes them to fit into your customer’s screen, large images can slow down your site. The last thing we want to see is a customer leaving your site because they grew impatient waiting for the page to load.

The size of product images on the catalog pages can be selected in your Ecwid Control Panel → Design.

Image size

To avoid the image noise or an abrupt color transition in your thumbnails, you can save images in the correct format and use special compression services.

You can compress your high quality photos without quality loss using the tools like TinyJPG and JPEGmini.


Proportions are important – they define the look of your site. Design recognizes a limited set of standard proportions (1:1, 4:3, 3:2, 3:4 and 2:3). Choosing one ratio for all images will give your store a structured and professional look.

You can also adjust the ratio for your images in the Image Aspect Ratio section in your Ecwid Control Panel → Design:

Change aspect ratio


After reducing an image, you probably noticed a loss of sharpness. Most modern photo editors provide a "save for web" option with a reduction algorithm that directly affects the sharpness. In Photoshop, we recommend that you use the image size below 1000 px and quality = Bicubic Sharper.

Select sharpness

If you are an experienced user of photo editors, you may prefer more advanced options. In case you’re a novice, check out our blog for a step-by-step guide on optimizing your product images.


Select an appropriate format to give your images the highest quality with the smallest size. The most popular formats are:

GIF (Graphics Interchange Format — “format for sharing images”) is capable of storing compressed data without loss of quality. The format supports animations.

PNG (Portable Network Graphics) uses lossless compression and stores an unlimited number of colors.

JPEG (Joint Photographic Experts Group, the name of the developer) is the most common format for storing photos and other images.

So what to choose?

  • If you have a static picture, choose JPEG or PNG format
  • If you have an animated picture, choose GIF format

Related articles

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Customizing product images

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