An e-commerce store needs a strong brand identity, and this is the most reliable means of survival. Visual imagery aspect of the business from the logo and the tagline to the photos on the website should illustrate the core values cherished by the product.
An excellent way to strengthen brand popularity is to tie the merchandise photography to the business web presence. Customers can distinguish different products of e-commerce sites through the images. Unique product photography technique will help an e-commerce site to stand out from the rest of the competitors and develop the brand its own digital persona. (Here is a nice article about the importance of having a strong brand for your business)