The State of Web Vitals

Shopify image formats across the page and the Core Web Vitals

48.3% of audited sites (3,980) serve PNG images and 51.1% serve JPEG (94% good LCP), while 99.3% serve WebP (95% good LCP) and the 90.6% adopting AVIF reach 95% good LCP (1.4s median).

Field data PhoneDesktopAll Scope All sites October 2026 edition · Phone field outcomes · Shopify sites only
Shopify Scoped to 8,248 sites out of 203,892 analyzed (cms) Compare with all sites →

99.3% of Shopify sites use WebP images page image format mix, and 95% of those sites have a good LCP, against 95% of all Shopify sites.

The State of Web Vitals · October 2026 · Shopify: 8,246 crawled sites · 5,825 with phone field data · 8,240 sites with page image format mixBy Arjen Karel · corewebvitals.io/state-of-cwv
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LCP pass rate

Sites with WebP images page image format mix have a good LCP most often: 95%, against 95% of all Shopify sites. Sites with GIF images image formats have it least often, at 92%.

SitesGood, needs improvement, poor LCPMedian
All Shopify sites5,82595%1.4s
WebP images 99.3%5,78995%1.4s
AVIF images 90.6%5,31395%1.4s
JPEG images 51.1%3,04394%1.4s
PNG images 48.3%2,96794%1.4s
SVG vector graphics 60.4%3,66794%1.4s
Other image formats 38.7%2,37093%1.5s
GIF images / beacons 25.8%1,62592%1.5s
GoodNeeds improvementPoorSites: with Chrome field data
The State of Web Vitals · October 2026 · Shopify: 8,246 crawled sites · 5,825 with phone field data · 8,240 sites with page image format mixBy Arjen Karel · corewebvitals.io/state-of-cwv
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Page image format mix usage

WebP images is the most used: 99.3% of Shopify sites.

Sites using each option (sites can use more than one) 8,240 sites
WebP images 99.3% AVIF images 90.6% SVG vector graphics 60.4% JPEG images 51.1% PNG images 48.3%
WebP images 99.3% AVIF images 90.6% SVG vector graphics 60.4% JPEG images 51.1% PNG images 48.3% Other image formats 38.7% GIF images / beacons 25.8%
The State of Web Vitals · October 2026 · Shopify: 8,246 crawled sites · 5,825 with phone field data · 8,240 sites with page image format mixBy Arjen Karel · corewebvitals.io/state-of-cwv
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LCP phase breakdown by image formats used on the page

Across the four LCP sub-parts in Chrome's field data, the largest gap between WebP images and GIF images sits in resource load delay: 590 ms median for WebP images against 680 ms for GIF images. Overall median field LCP is 1.4s for WebP images (TTFB 402 ms, load delay 590 ms, load duration 206 ms, render delay 312 ms) versus 1.5s for GIF images.

Median LCP phase breakdown (Chrome field p75) Load delay Median LCP
Shopify sites with page image format mix 5,046402 ms590 ms206 ms312 ms590 mslab 596 ms1.4s
WebP images 5,023402 ms590 ms206 ms312 ms590 mslab 596 ms1.4s
AVIF images 4,615404 ms595 ms206 ms315 ms595 mslab 599 ms1.4s
JPEG images 2,650405 ms627 ms208 ms327 ms627 mslab 632 ms1.4s
SVG vector graphics 3,220414 ms631 ms201 ms355 ms631 mslab 636 ms1.5s
PNG images 2,595412 ms645 ms203 ms349 ms645 mslab 647 ms1.5s
Other image formats 2,113410 ms646 ms202 ms349 ms646 mslab 646 ms1.5s
GIF images / beacons 1,452411 ms680 ms191 ms366 ms680 mslab 688 ms1.5s
TTFB Resource load delay Resource load time Element render delay
The State of Web Vitals · October 2026 · Shopify: 8,246 crawled sites · 5,825 with phone field data · 8,240 sites with page image format mixBy Arjen Karel · corewebvitals.io/state-of-cwv
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Page image format mix per framework

Vue sets the page image format mix to WebP images on 100% of its sites, and 94% of Vue sites have a good LCP, against 95% of all sites.

FrameworkPage image format mix on its sitesGood LCP
Shopify sites with page image format mix 8,240 sitesWebP images 99%AVIF images 91%SVG vector graphics 60%JPEG images 51%PNG images 48%Other image formats 39%GIF images / beacons 26%95%
Vue 933 sitesWebP images 100%AVIF images 92%SVG vector graphics 70%JPEG images 57%PNG images 56%Other image formats 44%GIF images / beacons 29%94%
jQuery 3,149 sitesWebP images 99%AVIF images 93%SVG vector graphics 67%PNG images 58%JPEG images 55%Other image formats 46%GIF images / beacons 37%93%
WebP images AVIF images SVG vector graphics JPEG images PNG images Other image formats GIF images / beacons
The State of Web Vitals · October 2026 · Shopify: 8,246 crawled sites · 5,825 with phone field data · 8,240 sites with page image format mixBy Arjen Karel · corewebvitals.io/state-of-cwv
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Image format mix or the framework

Does the framework explain the page image format mix difference?

On jQuery, 93% of sites with WebP images page image format mix have a good LCP, against 93% of jQuery sites with AVIF images. Within jQuery, sites with WebP images and AVIF images have a good LCP about equally often. On Vue, 94% of sites with WebP images page image format mix have a good LCP, against 95% of Vue sites with AVIF images. Within Vue, sites with WebP images and AVIF images have a good LCP about equally often.

How AVIF and WebP across the page cut transfer weight and free bandwidth for LCP

Even when the LCP element itself is optimized, legacy PNG and JPEG assets elsewhere in the viewport compete for bandwidth on the same connection. Across 7,466 sites (90.6%) serving AVIF images, 95% pass field LCP (1.4s median). WebP is present on 99.3% of sites (95% good LCP), whereas legacy PNG (48.3%, 94% good LCP) and JPEG (51.1%, 94% good LCP) remain on four out of five pages.

The State of Web Vitals · October 2026 · Shopify: 8,246 crawled sites · 5,825 with phone field data · 8,240 sites with page image format mixBy Arjen Karel · corewebvitals.io/state-of-cwv
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Understanding page image formats

Configure your image CDN or build pipeline to negotiate AVIF and WebP automatically via the Accept request header for every raster image on the page, reserving PNG and SVG strictly for logos and icons. Across all audited sites, 90.6% serve AVIF (95% good LCP, 1.4s median) and 99.3% serve WebP (95% good LCP).

Go fix it Optimize images for Core Web Vitals → JPEG XL and Core Web Vitals →
The State of Web Vitals · October 2026 · Shopify: 8,246 crawled sites · 5,825 with phone field data · 8,240 sites with page image format mixBy Arjen Karel · corewebvitals.io/state-of-cwv
Related signals Stylesheet origin (1P/3P) → Preloaded fonts → Stylesheet loading mix → Third-party share → By Arjen Karel · 8,246 crawled Shopify sites (5,825 with phone Chrome field data, 8,240 sites with page image format mix, October 2026) · How we measured