Ecom Image OptimizerWebP vs AVIF: which should you use?
Both beat JPEG. Here is how to choose between them.
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WebP and AVIF are the two modern image formats worth caring about, and they are not interchangeable. AVIF compresses better; WebP is faster to encode and simpler to work with. For a product catalogue that difference has real operational consequences.
The short version: use WebP as the default for product images, and AVIF for a small number of large hero banners where the extra compression is worth the slower encode.
WebP vs AVIF image requirements
| Compression vs JPEG | WebP ~25–35% smaller · AVIF ~50% smaller |
|---|---|
| Browser support | WebP universal · AVIF all current browsers |
| Encoding speed | WebP fast · AVIF noticeably slower |
| Transparency | Both support a full alpha channel |
| Animation | Both support it |
| Best for | WebP: catalogues · AVIF: hero banners |
How to do it
- 1Convert your product catalogue to WebP as the default.
- 2Test AVIF on your largest hero images and compare the file sizes.
- 3Check encode time, because AVIF on a large batch can be slow enough to matter.
- 4Keep high-quality originals so you can re-encode when the landscape changes.
Frequently asked questions
Is AVIF better than WebP?
On pure compression, yes, typically 20–30% smaller than WebP at matched quality. But it encodes several times slower and tooling support is thinner, so "better" depends on whether you are optimising bytes or workflow.
Do all browsers support AVIF?
All current major browsers do, including Safari and Firefox. If you need to support genuinely old browser versions, WebP has the longer track record.
Which format should I use for product images?
WebP. The compression is excellent, encoding is fast enough for large batches, and every platform and CDN handles it without special cases.
Can I serve both formats?
Yes. A <picture> element with an AVIF source and a WebP fallback lets each browser take the best it supports. Most modern CDNs and Shopify do this automatically.
Does the format choice affect SEO?
Only through page speed, which is the part that matters. Both formats improve Largest Contentful Paint versus JPEG; Google does not favour a format directly.