Today, photography is considered one of the most important segments of internet commerce. It is used for the purpose of promoting products and displaying the offered products on web stores. The photos we come across are usually of a static shape and are not able to show the entire product, that's why 360° product photography, which consist of a collection of linked professional photos that create frictionless rotation and allow customers to interact and view the product down to the smallest detail, are becoming increasingly popular. Its task is to provide users with a product review experience in a new form with the aim of reducing the dissatisfaction that is created when the user receives a product that does not match the one in the photo. The main purpose of this paper is to investigate, through survey research, how familiar respondents are with online shopping and whether they have ever found themselves in a situation where they had to return a product to the store because it did not match the one in the photo. Based on the example of several 360° product photos, the goal is to investigate the impact this type of photography has on users and whether they think this type of photography would solve the problem of dissatisfaction customers with the purchased product.