If you've ever run a performance test on Google PageSpeed Insights and gotten the "Serve images in next-gen formats" warning, the recommendation was to convert your images to WebP. It's the format Google considers the modern standard for images on the web — and there are good reasons for that.
What does WebP stand for?
WebP is an image format developed by Google and launched in 2010. The name is a combination of Web + P (for Picture). It was created with a clear goal: to offer superior compression to JPG and PNG in order to reduce web page weight without sacrificing visual quality.
Unlike JPG (which only supports lossy compression) and PNG (which only supports lossless compression), WebP supports both compression modes — lossy and lossless — plus transparency with an alpha channel and animations. It's effectively a single format that replaces JPG, PNG, and GIF in one file.
How does WebP work?
Lossy WebP is based on the VP8 video codec, also developed by Google. It uses a technique called block prediction: instead of storing each pixel individually, the algorithm predicts each block of pixels' value based on neighboring blocks and stores only the difference between the prediction and the actual value. The smaller the difference, the smaller the file.
Lossless WebP uses its own set of techniques, including spatial prediction, color transformation, and entropy compression with an algorithm called LZ77 + Huffman coding. The result is a lossless file significantly smaller than an equivalent PNG — on average, 26% smaller for the same content.
Is WebP really smaller than JPG and PNG?
Yes, and the difference is considerable. According to Google's own data:
| Comparison | Average size reduction |
|---|---|
| Lossy WebP vs JPG (same visual quality) | 25–35% smaller |
| Lossless WebP vs PNG (same quality) | ~26% smaller |
| WebP with transparency vs PNG | ~22% smaller |
In practice, this means an online store with 500 product images in JPG can reduce its total image volume by a third simply by converting to WebP — with no perceptible visual loss at all.
💡 SEO impact: Google uses load speed as a ranking factor. WebP images reduce LCP (Largest Contentful Paint) — one of the main Core Web Vitals metrics — and directly contribute to better positions in search results.
What are the advantages of WebP?
- Smaller files with the same quality: in both lossy and lossless mode, WebP outperforms JPG and PNG in compression efficiency.
- Transparency support: just like PNG, WebP supports a full alpha channel with 256 opacity levels — and with a smaller file.
- Animation support: animated WebP replaces GIFs with much smaller files and superior color quality (GIF is limited to 256 colors; WebP supports millions).
- Lossy and lossless mode in the same format: a single format for every use case — photos, logos, icons, and animations.
- Metadata support: WebP supports EXIF and XMP metadata, preserving camera, location, and copyright information.
- Native support in every modern browser: Chrome, Firefox, Safari, Edge, and Opera have supported WebP since 2020.
What are WebP's limitations?
- Limited compatibility outside the web: many older image editing programs, viewer apps, and legacy systems still don't natively recognize the format. Windows 10 and earlier versions need an additional codec to open WebP in File Explorer.
- Not accepted on some platforms: social networks like WhatsApp and some email marketing tools still don't accept WebP for upload — in these cases, JPG or PNG are still needed.
- More limited editing: few professional programs have full WebP editing support. For editing workflows, it's best to keep original files in RAW, TIFF, or PSD and export to WebP only for the final version.
- No email support: email clients like Outlook and Apple Mail don't render WebP. For images in email, use JPG or PNG.
WebP vs JPG vs PNG vs SVG — complete comparison
| Feature | WebP | JPG | PNG | SVG |
|---|---|---|---|---|
| Compression | Lossy and lossless | Lossy | Lossless | Vector |
| Transparency | Yes | No | Yes | Yes |
| Animation | Yes | No | No* | Yes |
| Ideal for photos | Yes | Yes | No | No |
| Ideal for logos and icons | Yes | No | Yes | Yes |
| Scalable with no loss | No | No | No | Yes |
| File size | Very small | Small | Medium to large | Very small |
| Universal support | Modern browsers | Universal | Universal | Modern browsers |
* Animated PNG (APNG) exists, but has limited support.
When should you use WebP?
WebP is the best choice for the vast majority of images displayed on modern websites and web applications:
- Product photos in e-commerce: the same quality as JPG, but 25–35% lighter — faster loading with no quality trade-off.
- Banner and hero images: where image weight has a direct impact on LCP and user experience.
- Logos and icons with transparency: replaces PNG with a smaller file and full alpha channel support.
- Images on blogs and portfolios: less weight, the same visual quality, better PageSpeed performance.
- Replacing animated GIFs: animated WebP has much smaller files and far superior color quality to GIF.
Avoid WebP for images sent by email, uploads to social networks that don't accept the format, and working files that will be edited — in these cases, keep JPG or PNG.
Convert your images to WebP now
Reduce your images' weight by up to 35% with no visual loss. Convert JPG and PNG to WebP for free, directly in your browser.
Convert to WebPHow do you use WebP with a fallback for older browsers?
Although every modern browser supports WebP, it's good practice to provide a JPG or PNG fallback to ensure compatibility. In HTML, this is done with the <picture> tag:
With this approach, browsers that support WebP load the smaller file; the rest automatically load the JPG or PNG as an alternative. This is the strategy Google recommends for sites that need broad compatibility.