Photography doesn’t have to only be a hobby—it can transform into your ideal career. If you’re skilled with a camera, taking photos can become a rewarding side hustle or even a full-time career. But to make your photography business profitable, you’ll need to choose the right niche, manage startup costs, and advertise your services with a great website.
Ready to start your business? Create your website today or learn more about Shopify’s tools for selling online and in person.
Types of photography businesses
- Wedding photography
- Portrait photography
- Real estate photography
- Photojournalism
- Food photography
- Fashion photography
- Travel photography
- Stock photography
The photography industry is vast. Explore photography business niches that are both artistically fulfilling and financially rewarding:
Wedding photography
Wedding photographers cover ceremonies, receptions, and special moments like engagements and rehearsal dinners.
If capturing candid moments and confidently guiding camera-shy people appeals to you, wedding photography might be a lucrative niche. Most weddings are on the weekends, so wedding photography can be a profitable side hustle to complement your 9-to-5.
According to a 2025 survey by wedding website The Knot, couples spend an average of $2,900 on wedding photography.
Portrait photography
Portrait photographers can capture their subjects in a studio (think: family portraits) or on-site (think: school or workplace photos). Some specialize in one type of portraiture (such as actors’ headshots), while others take on various projects.
Portrait photography often shows off aspects of a subject’s personality, so photographers who like to make one-on-one connections might enjoy taking portraits. Begin by photographing friends and family or reaching out to local modeling agencies for collaborative opportunities. In trade for print (TFP) agreements, both the model and photographer work for free to build their portfolios. Once you have a collection of photos that showcase your style, add them to your website and social media to market your services.
Real estate photography
Real estate photographers partner with agents, landlords, and sellers. They produce property listing photos designed to entice buyers and renters. Real estate photographers can set their prices depending on the property size, the number of images they deliver, or the listing price.
According to real estate photography company Virtuance, there’s opportunity in this niche. In its survey of more than 200 real estate professionals, 98% of respondents tapped professional photographers for their listings.
Photojournalism
A photojournalist, or news photographer, covers current events, including breaking news and sports. No studios or posed models— these photographers specialize in candid shots. A photojournalist’s photos often accompany an article, but might also be the focus, as with a photo essay.
Photojournalists remain observers, capturing events as they unfold without influencing the narrative. If you like to be a fly on the wall, this could be your path.
You don’t need to study journalism, but knowing how to write captions and brushing up on your interviewing skills can enhance your photos.
Food photography
Food photographers bring dishes to life, working for food manufacturers, restaurants, or alongside food critics. They specialize in capturing portraits of food and drink, including both raw ingredients and plated meals.
Fashion photography
A fashion photographer can cover runway shows, shoot fashion editorials for magazines, or partner with brands on commercial photography, like clothing photography for ecommerce stores. Fashion photography can include many styles of photos, such as portraits and action shots, so developing your photography skills in different areas can benefit you.
Travel photography
If exploring the globe while earning income sounds appealing, travel photography might be your ideal niche. These photographers journey around the world and capture scenes on behalf of hotels, magazines, airlines, and other industry clients. According to Glassdoor, travel photographers make an average of $65,939 a year.
Stock photography
A stock photographer creates a catalog of photos that users can license. Depending on the photographer’s specialties, a stock portfolio can include landscapes, portraits, solitary objects, and food. If you want to sell photos online, check out stock photo agencies like Getty Images or Shutterstock.
How to start a photography business in 12 steps
- Determine your photography niche
- Conduct market research
- Choose a business name
- Legally establish your business
- Set your prices
- Write a business plan
- Audit your equipment
- Create a professional photography website
- Grow your social media presence
- Experiment with advertising
- Build a network of clients
- Create contracts for clients
Starting a professional photography business requires effort and discipline, no matter what specialization you pursue. You don’t need a formal business education, just a clear plan and determination. Here are the 12 steps to help you get your own photography business up and running:
1. Determine your photography niche
Whether you see yourself as a food photographer or a school photographer traveling from campus to campus, choosing a niche you’re interested in is key to offering photography that’s fulfilling and profitable.
“A clear niche helps in developing a strong brand identity. It enables you to create targeted marketing strategies that speak directly to your ideal clients,” Kaitlin Koleda, a photographer with more than 15 years of experience, says.
“The photography market is saturated; there’s no hiding from it. Having a niche or two helps you stand out from the competition as a go-to specialist. You can build your portfolio and showcase your work so potential clients can envision what you can do for them.”
Read more: How To Find Your Niche in 6 Steps
2. Conduct market research
Once you’ve found your photography niche, learn more about the market. Dive into market research and analysis, which may include third-party reports and industry publications like The Nielsen Company and Mintel, to learn about potential customers and industry trends.
Also, read reviews of other photographers in your niche on their social media accounts, Google Business Profile, and website to help you spot gaps in their services. Analyzing competitors can help you define a unique selling proposition (USP) that makes you stand out.
3. Choose a business name
The best business names offer clues about your products and services. They may also communicate your offerings, style, or price point.
For instance, a photo studio called Actor’s Home Base clearly serves a different client base than Jerry’s Party Pix. Shopify’s AI business name generator can aid your quest to find the perfect name for your own business. Describe your business—including details like location or specifics about your offerings—and the tool will generate various options.
Before you commit to a name, check if it’s available on social media, as a domain, and within your state’s business entity database (typically, you can do this through your state’s secretary of state).
4. Legally establish your business
Registering your new business differs depending on where you live and what type of business you want to set up.
Determine your business structure
Decide whether a sole proprietorship or a limited liability company (LLC) suits your business best. An LLC protects your personal assets (like your home and car) from debt or lawsuits, while a sole proprietorship involves minimal setup.
In either case, your state will have specific rules for registering the business, getting a business license, collecting and paying sales tax, and reporting business information.
To run your photography business legally, you may not have to collect sales tax on your services, but you might on any retail items you sell, such as photo books or digital images.
Set up a business bank account
After registering your business, open a bank account, which can separate your personal and business finances, simplifying accounting and tax filing. Although sole proprietors and single-member LLCs may be able to open a business bank account with just a Social Security number, you’ll have access to more banking options if you get an employer identification number (EIN), a free, nine-digit number that the US Internal Revenue Service assigns to businesses. You can also use an EIN to file your tax returns or get a license. Apply for an EIN on the IRS website.
5. Set your prices
ZipRecruiter reports that freelance photographers earn an average of $62.54 per hour, nationwide. While this gives a useful benchmark, setting your own prices can still feel challenging.
“Too many photographers underprice their à la carte package options because they have not considered the time and effort that is needed to fulfill the client’s vision and create the perfect ambiance,” Garrett Maney, owner of Just A Soul Photography, says.
Start by determining how much you’ll charge for the time spent taking pictures. For example, if you’re a wedding photographer, this might include eight hours on the wedding day and three hours for an engagement shoot. Then factor in the time and money you’ll spend behind the scenes.
“Photographers must factor in overhead (e.g., the purchase of materials and transportation) and post-event editing and delivery processes, which can be time-consuming,” Garrett says.
6. Write a business plan
A clear business plan guides you through starting and growing your photography business, helping you manage goals, finances, marketing, and client strategies. It’s particularly useful when business owners intend to seek outside funding from investors. A few elements of a business plan include:
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Company description. Describe your business, goals, business model, business structure, vision, mission, and value proposition.
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Market research. Provide insights into your chosen market’s strength, opportunities, size, and competition.
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Services. Write detailed descriptions of your offerings, including how you’ll price your photography services.
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Ideal customer. Create an ideal customer profile and describe their location, how they spend their free time, their income, and their values.
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Marketing plan. Your marketing plan covers how you’ll promote your photography services.
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Financial plan. A financial plan includes possible funding sources, projected revenue, and expected operating expenses.
7. Audit your equipment
The camera gear you use in your personal life may not be enough to run a successful photography business. “It’s definitely harder to get pro-level results with a phone camera than it is with a more advanced setup,” wedding photographer Rebeca Velie says.
Take stock of your equipment and determine if it can get the right results. “The biggest sign that it’s time to upgrade your gear is when your current setup just isn’t delivering the performance you need—or what your clients are expecting,” Rebeca adds.
Every photographer’s kit looks different. The right equipment depends on your niche. For example, Rebeca, who takes wedding and engagement photos, swears by her prime lenses: an 85 mm f/1.4 for portraits, a 50 mm f/1.8 for mid-range shots, and a 35 mm f/1.4 for everything else. Some core pieces are useful to most photographers, like external lighting, memory cards, and editing software.
8. Create a professional photography website
To attract potential clients, build a professional photography website and create a photography portfolio that showcases your best work. “Most people find and book me through my website,” Rebeca says. “Good SEO and solid website practices have been huge for bringing in new clients and converting them. Having a clean, easy-to-navigate site is key.”
The easiest way to build a photography website is with a no-code, drag-and-drop website builder like Shopify. You can also connect your Shopify website to a booking app so clients can schedule a virtual consultation.
When putting together your website, consider the user experience and how easy it is to navigate. “Your website should help visitors quickly find what they need to know and feel confident in reaching out,” Rebeca adds. With Shopify Magic, an AI tool that helps you write high-quality content, you can quickly generate an FAQ page and package descriptions to give visitors a better idea of your services.
9. Grow your social media presence
Use social media consistently to showcase your photography style, behind-the-scenes content, and client testimonials. Becoming popular on social media takes consistency. Here are a few strategies that can help you gain visibility on social media:
Display your best work
Social media can serve as another portfolio, so post work that aligns with your services to attract your ideal customers. For example, Jackie Jean is a portrait photographer, so her Instagram feed is full of people celebrating special moments.
Show your shooting and editing process
With your clients’ permission, share how you set up shots or edit photos. This gives audiences an idea of how you work and what to expect when they book you. To make it more dynamic, share Reels or TikTok videos.
Share your challenges
Despite how well you plan, you can face unexpected challenges. Share how you creatively handle setbacks, like rain or an unavailable location, to demonstrate that you work well under pressure.
Take a page out of Surreal’s book. On its Instagram account, the cereal brand shares a behind-the-scenes video that shows off the brand’s personality during a photo shoot as team members deal with unexpected challenges:
Post testimonials
Let your clients tell others the benefits of working with you. Share testimonials that talk about all parts of the process, from booking you to receiving their photos. With Shopify, you can integrate your website with a review app to gather testimonials.
Include photos of yourself
As a photographer, you’re likely most often behind the camera. Sharing photos of yourself occasionally can make your business feel more human.
10. Experiment with advertising
Drive traffic to your photography website by running targeted ads on Google. You can target ads to reach people looking for your services in your local area. For example, if you are a wedding photographer near Asheville, North Carolina, run Search Ads for the keyword “wedding photographers in Asheville, NC” or “best wedding photographer Asheville.”
This is a paid marketing strategy, but you can show up at the top of the page when people search for your chosen keywords.
11. Build a network of clients
While your social media presence and Google Business Profile can help increase your visibility, your clients are hiring you for the results you deliver and how you interact with them. Deliver exceptional experiences and memorable images to encourage repeat business; happy clients often become your strongest advocates.
“Put in the effort to deliver amazing work the first time around,” Rebeca says. “Go above and beyond. Make sure your client sees the value in what you’re offering—and try to connect with them on a personal level. If they feel like they know and trust you, they’re way more likely to hire you again instead of starting from scratch with someone new.”
When you have positive experiences with clients, ask them for referrals and online reviews. The latter is a form of social proof, which describes people’s tendency to rely on others’ opinions to inform their feelings.
12. Create contracts for clients
A clear, professional contract protects your photography business and shows clients you’re serious about your services. When a client orders a package on your website, send them a contract that highlights the details and expectations of the project. At a minimum, you want to include:
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Parties involved. Clearly state the names of the photographer (or photography business) and the client.
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Services provided. Detail the specific services you’ll be offering, including the type of photography, hours of coverage, number of photos, and delivery format.
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Pricing and payment terms. Outline your prices, any required deposit, payment schedules, and acceptable payment methods. Shopify’s omnichannel point-of-sales system lets you collect payment in person, online, on social media, and more.
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Cancellation and rescheduling policies. Include terms for cancellation by either party, rescheduling policies, and any fees.
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Rights and usage. Clarify copyright ownership, usage rights for both parties, and any restrictions on image use.
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Deliverables and timeline. Specify what the client will receive (e.g., digital files, prints) and the expected timeline for delivery. For example, you might include a clause like this: “Client will receive 300 professionally edited digital photos within eight weeks of the wedding date. The photographer will deliver the images via an online gallery with the option to download and share.”
Now that you’ve learned how to start a photography business step by step, explore additional ways to boost your income.
Where to sell your photographs
If you’re looking for additional ways to monetize your photography beyond client sessions, you can sell your photography directly to customers and expand your revenue stream. Popular options include:
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Your website. Selling photos online through your website gives you full control over your branding and presentation. With Shopify, you can set up an ecommerce store to sell prints and digital products, like a photography course.
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Stock photography websites. Sites like Shutterstock and Getty Images help you reach a global audience without managing a website. You’ll likely earn a commission each time your images are licensed, creating potential for passive income.
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In-person events. Markets and art fairs are a good way to sell your photographs and connect with buyers. You can share the story behind the photograph and answer any questions a shopper might have.
What costs are involved in starting a photography business?
Launching a successful business involves upfront expenses. Planning for the following business expenses can help you budget better and become profitable sooner:
Photography equipment
Clients expect professional photographers to provide all of their own equipment. Essential photography tools include a high quality DSLR camera (ranging from roughly $500 to several thousand dollars) and a few good lenses (starting around $200). Other expenses include tripods, flashes, lights, cases, and accessory lenses.
Photo editing software
Professional tools like Adobe Photoshop and Lightroom start at $22.99 a month and streamline the editing process. If you’re on a tight budget, consider using preinstalled software like Apple Photos or a free photo editor online.
Legal documents
You may need to hire a lawyer or use a legal services site to establish your photography business properly in your state. Lawyers typically charge several hundred dollars per hour, while legal services sites may offer fixed rates as a more affordable option.
Business licenses
You may need a business license to operate in your area. The fees and requirements vary by region, so consult your local government resources or Shopify’s state-specific startup guides to help navigate these requirements.
Marketing
Effective marketing includes a well-designed website where you can offer your services to prospective clients. Your marketing materials will center around a photo portfolio that highlights your best work. Many small business owners start with a small marketing budget, which you can increase as your photography business grows.
Starting a photography business FAQ
Do I need an LLC for my photography business?
An LLC isn’t required to operate a photography business, but it offers tax benefits and protects your personal assets. You can also operate as a sole proprietor with a simpler setup or as a corporation if your business grows.
Do you need credentials to be a photographer?
Most photography niches don’t require special credentials. However, certain areas—like aerial real estate photography or photojournalism— may require credentials for access or special skills. Additionally, as a small business owner, you may need general business licenses and tax certifications to operate legally.
Should I specialize in a certain type of photography?
Specializing helps streamline marketing and networking efforts, but many photographers find fulfillment exploring multiple photography niches. Combining specializations can provide a stable income year round. For instance, school photographers may be busy during the fall but need other income in the spring, depending on school photo schedules.
Is a photography business profitable?
Yes, a photography business can be profitable if you build a broad client base, invest wisely in your equipment, and work efficiently when planning shoots and editing images. Profits usually grow as your reputation and client base grow.
What are some mistakes to avoid when starting a photography business?
Avoid common mistakes like showing up unprepared—always make sure you have backup gear in case of equipment failure. Also, avoid overspending on high-spec gear too early; ask friends and colleagues for recommendations. Read reviews and buy gear strategically as you scale up your business.
