Every platform wants a different shape, and every platform punishes the wrong shape the same way: by auto-cropping your product out of its own photo. Here's the current working set for sellers, and a workflow that makes it painless.
| Where | Size (px) | Shape | Notes |
|---|---|---|---|
| Etsy listing | 2000×2000 (min 1000 shortest side) | Square-ish | Zoom needs the resolution |
| Instagram feed | 1080×1080 | Square | Safe default |
| Instagram portrait | 1080×1350 | 4:5 | More screen space in feed |
| Facebook post/link | 1200×630 | ~1.91:1 | Wide — squares get cropped |
| Pinterest pin | 1000×1500 | 2:3 | Tall pins get more reach |
Platforms tweak these periodically — the shapes are stable even when exact pixel advice shifts, so when in doubt match the shape and keep resolution generous.
Shoot or design one high-resolution master per product with breathing room around the subject — that margin is what makes a square master survive a 1.91:1 crop for Facebook and a 2:3 crop for Pinterest. Then export each target size deliberately rather than letting each platform crop for you. Two decisions per export: crop-to-fill (product fills the frame, edges sacrificed) or fit-with-borders (everything visible, white bars added). For product shots on white backgrounds, fit-with-borders is invisible and safest.
Export JPEG at 80–90% quality for photos; the size drop is huge and the visual difference is nil at feed sizes. PNG only for graphics with text or sharp edges. Mobile buyers on slow connections abandon slow-loading listings — file size is a conversion issue, not just a technical one.