Visitors to the recent Liberty Fairs trade show in Las Vegas had a chance to demo a new system designed to make e-commerce easier.

Netherlands-based technology company StyleShoots recently introduced its product in the U.S., starting in New York, with plans to expand to the West Coast soon.

StyleShoots is an all-in-one system that includes a light table, daylight-simulation lamps, a Canon 5D Mark II DLSR camera and an embedded Apple computer that can be run using an iPad. StyleShoots users can shoot product and automatically removes the background imagery, making the photo ready to be uploaded to a company’s website.

“This tries to automate as much of the process as possible,” said John Williams, vice president of sales for Focal Media Group, the company that is distributing StyleShoots in the U.S. “It’s a 15-to-20-second process per item. That means you can get the product in by morning and have it on an e-commerce site by afternoon.”

StyleShoots uses a two-shot process to automatically cut out the background imagery—one with LED backlighting and one without. The software is then able to analyze more than 20 million pixels, cut out the background imagery and deliver “true alpha transparency,” even for products that are particularly difficult to silhouette manually, such as lace, fringed items, fur and delicate jewelry.

Already, Tommy Hilfiger, Marks & Spencer, Perry Ellis, Valentino, G-Star and Macy’s have begun using the StyleShoots machine, according to the company.

There is also a companion product—the CircleShot, which can shoot a series of 360-degree imagery to allow customers to rotate the image to see all sides of the product.

The company was founded in 2011 by Maurits Teunissen and Bartel Huibregtsen, who were looking to simplify the photography process for online display. “We wondered how we could put a man on the moon in the ‘60s, yet we were still manually cutting out the background from product photos,” Teunissen said “Thousands of hours are spent on this tiresome task every single day. It’s all about giving way to creativity by removing boring steps and chores in a smart, engaging and effective manner. Designers, wholesalers and retailers can sit back and focus on what they’re best at.”

For a video demonstration, visit www.styleshoots.us.

The StyleShoots system costs $84,995. The price includes hardware, software, delivery, installation and training. There are also 36- and 48-month leasing options starting at $2,500 per month.

The system can also be rented per hour in New York. The hourly rate is $250, and the day rate for a 10-hour day is $2,000.

According to a Focal Media Group spokesperson, the company will open a showroom in Los Angeles sometime later this year.

For more information, visit www.focalmediagroup.com or email Mark Duhaime at mduhaime@focalmediagroup.com.