On this page 7 sections
Put the product first: great product photography inside a clean shopping UI, then the one convenience that makes your app worth installing over the website (fit, speed, saved sizes, delivery). Keep prices inside the UI rather than in headlines, and leave sale banners and “free shipping” stickers out of the frames.
Why someone installs a shop’s app
Every shopping app competes with the shop’s own website. People install the app when it gives them something the browser does not: faster checkout, saved sizes, back-in-stock alerts, try-on, a loyalty card that is always there. That reason belongs in the hook.
Product imagery does the emotional work. Shopping sets look premium when products are beautifully shot on simple backgrounds and the UI around them stays quiet. One hero product per frame beats a grid of twenty thumbnails.
Then take away the fear of buying: fit guidance, easy returns, delivery tracking. These are the frames that turn browsers into buyers, and they are usually missing.
A five-frame plan for a shopping app
A shopping set should move from wanting the thing to trusting the purchase.
Headlines for shopping apps
Shopping headlines should make buying feel easy, not loud.
“Deals”, “sale” and “50% off” are promotions, and Apple keeps prices and promotional terms out of screenshots (2.3.7). Prices shown naturally on product cards inside the UI are part of the app.
Colour and style for shopping apps
Let the products bring the colour. A soft neutral or one muted brand tint as the background makes clothes, food or homeware look better than a loud gradient ever could.
Store rules for shopping apps
Sale banners, discount codes and “free shipping” stickers are promotional terms Apple keeps out of screenshots (2.3.7).
Use product photos you own or are licensed to use, including any brand logos on the products (2.3.9).
Featured products should be things the app sells where it is listed (2.3.1).
Apps selling physical goods use payment methods other than in-app purchase (3.1.3(e)), so showing your own checkout is fine.
Do and avoid
- Lead with your app-only reason to install
- Use one hero product per frame
- Shoot products on simple backgrounds
- Show fit, returns and tracking
- Keep the background calm
- Add sale banners or discount codes
- Show a grid of twenty tiny products
- Feature products you don’t sell
- Put prices in headlines
- Make every frame a product photo
Questions
Can e-commerce screenshots show prices?
Prices that appear naturally inside your app’s UI are fine. What Apple keeps out of screenshots is promotional pricing: sale banners, discount codes and “free” stickers (guideline 2.3.7).
What should a shopping app’s first screenshot show?
The reason to use the app instead of the website, over a beautiful product: saved sizes, faster checkout, try-on or alerts.
How many products should a frame show?
One hero product, with the shopping UI around it. Grids of thumbnails become unreadable at store thumbnail size.
Lifestyle photos or product cutouts?
Either, as long as the set is consistent. Cutouts on a calm field look premium and keep the UI readable; a lifestyle photo works as one hero frame.
