Why is contextualisation important for e-commerce?

In e-commerce, shoppers can’t physically interact with products, so images have to do a lot of the talking. Contextualised visuals ease this by simulating a real-world experience. They make the product feel familiar and easier to evaluate, which reduces hesitation. This is important in categories like home goods, fashion, fitness, and consumer electronics, where context conveys lifestyle alignment. For example, a lamp shown on a bedside table gives a better sense of scale and aesthetic fit than one floating on a plain white background.