64% of apparel e-commerce users have "hesitated to purchase due to images" — The No. 1 complaint is "can't tell the size/fit"
A survey found that 64% of apparel e-commerce users have hesitated to purchase due to product images.
📋 Article Processing Timeline
- 📰 Published: March 27, 2026 at 23:58
- 🔍 Collected: March 28, 2026 at 21:59 (22h 1m after Published)
- 🤖 AI Analyzed: April 15, 2026 at 01:12 (411h 13m after Collected)
Central Office Co., Ltd. (Location: Taito-ku, Tokyo), which develops and operates "Smart Trimming AI," an AI image bulk trimming SaaS for apparel e-commerce businesses, conducted a "Survey on Product Images and Purchasing Behavior" targeting 300 apparel e-commerce users nationwide to clarify the impact of product images on consumer purchasing behavior on apparel e-commerce sites.
As a result, it was found that 64% of consumers have "hesitated to purchase due to product images." Despite 89% responding that images are a "decisive factor in purchase," the reality is that consumers have many complaints about these images.
Highlights of Survey Results
1. 64% responded that they have "hesitated to purchase due to product images."
2. The number one complaint is "can't tell the size/fit" (51%), followed closely by "too few images" (50%).
3. 89% responded that product images are a "decisive factor in purchase."
4. 83% check 4 or more images, with only 1% saying "one image is enough."
With the expansion of the e-commerce market, the role of product images is becoming increasingly important in online shopping where consumers cannot "pick up" products. However, many e-commerce businesses currently face challenges in managing image quality and maintaining consistency.
This survey aimed to quantitatively understand what complaints consumers have about product images and how much these complaints affect purchasing behavior.
[Survey Overview]
・Survey Name: Survey on Product Images and Purchasing Behavior
・Survey Method: Internet survey (task-based questionnaire using the crowdsourcing service "Lancers")
・Survey Period: March 25, 2026
・Target Audience: Those with experience purchasing apparel products on e-commerce sites
・Valid Responses: 300 people (145 male / 152 female / 3 other/prefer not to answer)
・Age Composition: 20s 8% / 30s 26% / 40s 34% / 50s and above 32%
・Survey Planning: Central Office Co., Ltd.
*Note: The figures in this survey are rounded to the nearest whole number, so the total may not be 100%.
*Note: When quoting or reprinting the results of this survey, please clearly state this press release as the source.
64% of apparel EC users have "hesitated to purchase due to images"
As a result, it was found that 64% of consumers have "hesitated to purchase due to product images." Despite 89% responding that images are a "decisive factor in purchase," the reality is that consumers have many complaints about these images.
Highlights of Survey Results
1. 64% responded that they have "hesitated to purchase due to product images."
2. The number one complaint is "can't tell the size/fit" (51%), followed closely by "too few images" (50%).
3. 89% responded that product images are a "decisive factor in purchase."
4. 83% check 4 or more images, with only 1% saying "one image is enough."
With the expansion of the e-commerce market, the role of product images is becoming increasingly important in online shopping where consumers cannot "pick up" products. However, many e-commerce businesses currently face challenges in managing image quality and maintaining consistency.
This survey aimed to quantitatively understand what complaints consumers have about product images and how much these complaints affect purchasing behavior.
[Survey Overview]
・Survey Name: Survey on Product Images and Purchasing Behavior
・Survey Method: Internet survey (task-based questionnaire using the crowdsourcing service "Lancers")
・Survey Period: March 25, 2026
・Target Audience: Those with experience purchasing apparel products on e-commerce sites
・Valid Responses: 300 people (145 male / 152 female / 3 other/prefer not to answer)
・Age Composition: 20s 8% / 30s 26% / 40s 34% / 50s and above 32%
・Survey Planning: Central Office Co., Ltd.
*Note: The figures in this survey are rounded to the nearest whole number, so the total may not be 100%.
*Note: When quoting or reprinting the results of this survey, please clearly state this press release as the source.
64% of apparel EC users have "hesitated to purchase due to images"