From High-Fashion Shoots to E-Commerce Scale
Why We Built Shootify (Anna Gunselman
Co-Founder, CEO & Creative Chief Officer)
Before we start, a quick note.
I’m Anna Gunselman — co-founder, CEO, and Creative Chief Officer of Shootify. I built Shootify together with my co-founder, Anna Ruiz. This post explains why — from my own experience as a fashion and advertising photographer who slowly realized that e-commerce photography requires a very different approach.
Where I Came From
For many years, my work lived in a world far removed from e-commerce.
Fashion editorials, beauty campaigns, celebrity portraits — projects driven by storytelling, mood, and visual impact. Every shoot was custom. Every frame was created for a specific publication, campaign, or moment.
That world teaches you how to see.
But it doesn’t teach you how to scale.
Over time, some of my fashion and advertising clients began asking me to photograph their products as well. Their logic made sense: if someone understands fashion and branding, they should be able to create strong product images too.
Creatively, that was true.
Technically, it was a completely different challenge.
What Fashion Photography Doesn’t Prepare You For
Product photography isn’t just about vision — it’s about precision and repeatability.
Each product shoot requires:
- lighting built from scratch
- specialized lights and modifiers
- tools designed specifically for product styling
- strict control of color, texture, and reflections
- retouchers who specialize in product photography, not editorial work
As a fashion photographer, I quickly realized how difficult it was to deliver consistent product results without a dedicated setup. Even with experience, repeating this process for every product was inefficient and unsustainable.
When Product Shoots Became a Pattern
During COVID, I took on several product photography projects for clothing brands out of necessity.
Something unexpected happened.
Those clients didn’t just come once — they stayed. They continued shipping products to my studio for years. That’s when it became clear that brands weren’t just looking for quality images, but for a reliable process they could depend on.
They needed consistency.
They needed speed.
They needed a workflow that fit real business timelines.
How Shootify Approaches Product Photography
What became clear to me is that strong e-commerce imagery requires more than just good photos. It requires a clear process, visual consistency across collections, and a deep understanding of the brand and its buyer.
Shootify was built around that idea. Every image is created to fit the brand’s identity, meet technical requirements, and speak clearly to the final customer. The goal is simple: product photos that feel right for the brand, stay consistent over time, and help buyers feel confident in their decision.
A Different Mindset for E-Commerce
E-commerce photography is about creating the right perfect image for a brand — and being able to repeat it consistently across every product.
The brands that perform well online aren’t chasing novelty. They’re building trust through consistency. Their images feel predictable in the best way, helping customers know exactly what to expect before they buy.
That realization completely changed how I thought about photography.
Why We Built Shootify
Shootify was built from real experience — combining strong, tasteful product visuals with a process that makes life easier for online sellers.
Together with my co-founder, Anna Ruiz, we focused on understanding how e-commerce brands actually work — their timelines, launch cycles, and the visual quality required to sell products online. The goal was to improve both sides: how product images look and how easy they are to produce.
That meant building a system around:
- fixed lighting standards
- clearly defined visual rules
- centralized production
- one dedicated team handling flat lay, ghost mannequin, and on-model photography
- technology and AI used to support speed and consistency — not to replace realism or visual taste
The focus shifted from asking:
“How do we make this shoot special?”
to asking:
“How do we make this reliable, scalable, and right for the brand — every time?”
why we built flexible workflows, no minimum orders, and fast turnaround options.
Learning by Listening
Shootify continues to grow by listening closely to clients and putting ourselves in their position.
We constantly ask:
- How can this be easier?
- How can this be faster without losing quality?
- How can brands maintain consistency without overpaying?
- How can photography support real business timelines?
That mindset drives how we refine our tools, improve workflows, and evolve the studio.
Final Thought
High-fashion photography taught me how to see.
Product photography taught me how to build systems.
E-commerce taught me how important timing and consistency really are.
Shootify exists because those worlds needed to come together — and because product photography works best when it’s treated as a system, not a series of one-off shoots.