Photo op: ID pics offer big revenue for small spaces

Getting passport photos is a necessary errand for millions of Canadians—and one of the few times getting in front of the camera isn’t about finding the perfect angle or doing multiple takes. The process is standardized, with government requirements around elements such as lighting, framing and facial expression.

For a service that’s quick, straightforward and requires an in-person visit, passport photos could be a strong convenience store offering. Yet, retailers may be overlooking the potential.

Steve Lim, CEO and partner of Markham, Ont.-based EZPassport Studio, notes that convenience stores are typically small and busy, with staff juggling multiple tasks. Many owners don’t think they have time to run a passport photo service until they realize the revenue opportunity.

“Passport photos are one of the highest-margin services a convenience retailer can offer,” says Lim, whose company provides turnkey passport photo and ID solutions for retailers. “The average passport photo sells for about $20 a pair in Canada, while the consumable cost is only a very small portion of that.”

Though demand fluctuates throughout the year, Lim says the market for passport photos is significant. Canada issues an average of 80,000 passports per week, or more than five million per year. Beyond Canadian passports, there is a similarly large market for other types of ID photos, such as visa, residency, citizenship and international passport photos, he adds.

Vani’s Convenience in Brampton, Ont. is one retailer that’s tapping into demand. The store added passport photos to its wide range of extended services—which include money transfer services, internet access, parcel pickup and more—about three years ago.

“Many customers were asking why we don’t have passport photos, and with tobacco sales declining, we are always on the lookout for new products and services that we can offer to customers,” says Manish Thakker, who owns Vani’s Convenience with his wife, Vani. “We thought, ‘why not give it a shot?’ Convenience stores are all about foot traffic, so the potential to bring in foot traffic is why we started offering this service.” 

Thakker says convenience stores are well suited to passport photos because customers don’t have to make a special trip to a mall or plaza—they’re already coming to the store for their daily needs. Longer store hours also make the service more accessible than traditional photo locations.

There’s also potential to increase basket size, as customers who come to a store for passport or ID photos will often make other purchases. “It’s a rare retail service that combines high margins, new foot traffic and a transaction that really only takes a couple of minutes,” Lim says.

Thakker sees this firsthand. In addition to adding a new revenue stream, the service is helping customers discover new products while they wait. “Obviously, they’re going to pick up items like chocolates and drinks, but they also find other things they didn’t know we sell,” he says. “So, that has been a positive.”

READ: 2026 Outstanding Independents Awards Winner: Vani's Convenience

Setting up shop

For retailers considering adding passport photo services, success starts with asking the right questions. At Toronto-based Pro Passport Photo, which provides passport photo solutions to businesses of all sizes, the first consideration is whether a retailer is permitted to offer the service. “If a convenience store is located inside a mall or plaza, the landlord may have a restriction on that,” says Zed Wang, marketing manager at Pro Passport Photo. “We always tell them to check first.”

For Wang, another question is commitment. With convenience stores often changing hands every few years, Wang says owners have to take a hard look at how long they plan to stay in the business. “If you’re thinking about selling the store, I would suggest not to step into this because it’s a long-term commitment.”

The next considerations are cost and setup. Turnkey providers like EZPassport supply the equipment—including a camera, printer and lighting—as well as software, installation, training and ongoing support. A complete EZPassport Studio typically requires an investment of about $8,000.

Lim says taking photos doesn’t require a large footprint—just wall space for a 32-in. by 48-in. backdrop and enough depth for the camera setup.

At Vani’s Convenience, the owners selected a small, dedicated area across from the checkout counter, so employees don’t have to leave their workspace to take photos. “The idea is to keep it clean and compact, with proper lighting and the printer right there. It’s a nice little setup and the process flows properly.”

Just as important is ensuring employees know how to take compliant photos. Lim says staff training is straightforward and no experience with photography is necessary. “With the right system software guides, employees get trained for positioning, sizing and government requirements,” he says.

While the service is quick, retailers still need a plan for managing it when the store gets busy. “At times, it does become a challenge, but we have trained our employees to be polite and keep engaging with customers,” says Thakker. “We make eye contact and say, ‘we’ll be with you shortly’ and explain that we cannot do this in a rush—this is about your passport, your citizenship or your PR card. It’s to make sure the customer is not frustrated.”