A better retouched shoe image will lead to more sales, and that’s what eCommerce needs.
Manipulation for photo restoration or enhancement (adjusting colors / contrast / white balance (i.e. gradational retouching), sharpness, noise, removing elements or visible flaws on skin or materials. Retouching could be manipulation for fashion, beauty or advertising photography such as pack-shots (which could also be considered inherently technical retouching in regards to package dimensions and wrap-around factors).
Photo manipulation is often much more explicit than subtle alterations to color balance or contrast and may involve overlaying a head onto a different body or changing a sign's text, for examples. These type of editing may require special tools and sharp vision to make final results look natural and real.