PNG and JPG are the two most common image formats on the web, and the main difference between them is how they compress images. JPG uses lossy compression, which removes some image data to make files smaller. PNG uses lossless compression, which keeps every pixel but creates bigger files. PNG also supports transparent backgrounds; JPG doesn't.
That one difference shapes everything else: how sharp your images look, how fast your pages load, and whether a format suits a product photo or a logo.
In this guide, we'll explain what JPG and PNG actually are, how they differ on quality, file size and transparency, and where newer formats like WebP and AVIF fit in. Then we'll get practical, with which format to use for your product pages, social, email, marketplaces and print.
What is a JPG?
JPG (or JPEG) is a compressed image format using lossy compression. It's ideal for web photos when you need a balance between quality and fast load speed.
The JPG (or JPEG) was first created by the Joint Photographic Experts Group back in 1992 (hence its name). They’re a committee of people who want a way to make high-quality and large image files smaller and easily shareable on the web.
It means that marketers and content creators using complex images on the web can consistently meet image compression standards.
That being said, you can expect to lose a level of quality when compressing high-quality images into JPEGs. That’s because JPEG files use lossy compression, meaning some is removed data from the original image file. That results in the file being smaller and therefore quicker to load on the web. However, it's important to note that too much compression will hinder its quality.
When should you use a JPG image?
JPGs are recommended when you need a balance between quality and file size. For example, if you’re uploading a photograph into a blog post, a JPG will ensure you don’t slow down the loading time of said article.
What is a PNG?
PNG is a high-quality image format using lossless compression. That means it doesn’t lose any of its information on compression, so image quality is usually much higher (and the file size much larger) than its JPG cousin.
PNG's superpower is transparency. You can have a logo or product cutout with no background, ready to drop onto any colour or banner.
When should you use PNG formats?
Typically, people use PNG formats for graphics (such as logos), text objects, and line drawings. It also supports transparency, which is super handy if you need to place a cut-out logo against a different background.
A PNG offers a lovely, crisp image, but it does slow down web pages. So make sure you’re weighing up speed vs quality when you’re updating your online store.
💡 Lossy vs lossless in one line: lossy formats throw away some detail to make files smaller; lossless formats keep everything, so files stay bigger.
PNG vs JPG: Which provides better image quality and compression?
When you’re choosing between image formats, it really comes down to two things: quality and compression.
PNG files use lossless compression, which means they keep all the original image data. Great for crystal-clear visuals — but not so great for file size. They’re heavier, which can slow down your site if you’re not careful.
JPEG files, on the other hand, use lossy compression. They ditch some of that image data to shrink the file size — which helps your pages load faster. You might lose a bit of sharpness, especially if you compress them too much, but for most ecommerce use cases, the quality still holds up.
Our tip: PNG gives you the sharpest image, so it’s ideal when detail matters. JPG gives you speed, so it’s perfect when load time is the priority.
PNG vs JPG: which is better for website loading times and file size?
As an ecommerce brand, you already know that fast-loading pages = better conversions. But bulky image files can quietly drag your site down, especially if you’re using high-res PNGs across your homepage or product listings.
Now, don’t get us wrong. PNGs are great when you need super-sharp visuals or transparent backgrounds (like for logos or UI elements). But they come with bigger file sizes, which means slower load times — not ideal when you're trying to impress a new customer or rank higher in Google.
That’s why a JPG is often preferred. They use lossy compression to keep file sizes low, making them perfect for product photos, blog images, and lifestyle content where transparency isn’t needed. Yes, you’ll lose a tiny bit of quality — but for most use cases, it’s barely noticeable (especially if you compress images properly before upload).
💡 Our tip: We recommend using PNGs sparingly and and only when transparency or razor-sharp detail is a must. For everything else? Stick with optimised JPG photos or try WebP or AVIF for even faster performance.
What about WebP and AVIF?
If PNG and JPG are the old reliables, WebP and AVIF are the new kids who do both jobs.
WebP was created by Google as a replacement for both formats. It can be lossy (like JPG) or lossless (like PNG), and it supports transparency and animation. According to Google, lossless WebP files are 26% smaller than PNGs, and lossy WebP files are 25–34% smaller than comparable JPGs.
AVIF is newer still, and usually squeezes files even smaller than WebP at the same quality. It's supported in all major browsers too.
Other image formats you'll come across
PNG and JPG aren't the only formats in your asset library. Here's a quick guide to the rest:
- SVG (Scalable Vector Graphics): built from code rather than pixels, so it stays sharp at any size. Perfect for logos and icons. Create them in Illustrator, Figma or Canva.
- GIF (Graphics Interchange Format): the home of the reaction meme. Great for simple animations, but limited to 256 colours, so photos look grainy. For anything longer, an MP4 or animated WebP is much lighter.
- RAW: the unprocessed data straight from a camera sensor. Huge files packed with detail, ideal for editing but never for the web. Your photographer will edit and export these as JPGs or PNGs for you.
- TIFF: a high-quality format often used for print. Too heavy for web use.
Which format should you use for each channel?
Here's our cheat sheet for growing ecommerce brands:
Product pages
Use JPG for most product and lifestyle photography. If your platform supports it, serve WebP or AVIF instead. Shopify's CDN, for example, automatically serves modern formats to browsers that support them, so you can upload JPGs and let it do the rest. Save PNG for cutouts that sit on coloured backgrounds.
Social media
Both formats work on every major platform. But Instagram, Facebook and co. will compress your images to fit their specs, and a wrongly sized file can end up blurry. Upload at the exact dimensions each platform recommends so you stay in control of quality, not the algorithm. Use PNG for graphics with lots of text, where compression hits hardest.
💡 Dash tip: when you store your content in Dash, you can crop and resize to social media specs at the point of download.
Stick to JPG for photos and PNG for logos and graphics. WebP and AVIF still aren't reliably supported across email clients, so a fancy format could leave your subscribers looking at a broken image.
For printed lookbooks, packaging or POS, don't send a compressed web JPG. Send your highest-quality original and check the format and resolution your printer needs (usually 300 dpi).
Where should you store all your image formats?
You shouldn't have to keep five versions of every image. Need a JPG for the blog, a square crop for Instagram and a WebP for your product pages? With Dash, you store the original once, then resize, crop and convert it at the point of download. No extra tools needed!
Take Passenger, for example. Their team uses Dash's built-in cropping to reformat product shots for their online store in seconds, cutting out design bottlenecks entirely.
With Dash, you can also:
- Store every file type (JPG, PNG, SVG, GIF, WebP, video and more) in one searchable library
- Find anything fast with AI-powered search, auto-tagging and custom fields like SKU, season and campaign
- Share branded portals so retailers and partners can help themselves to the latest assets
- Collaborate without the chaos, with no more expired WeTransfer links or "final_v3_FINAL.png"
🚀 Start your 14-day free trial today. No credit card needed.
PNG vs JPG FAQS
What does PNG stand for
PNG stands for Portable Network Graphics.
What does JPG stand for
JPG or JPEG stand for Joint Photographic Experts Group.
Does converting a JPG to PNG improve quality?
No. Any detail lost in JPG compression is gone for good. Converting it to PNG just makes the file bigger.
Is JPG the same as JPEG?
Yes. They're exactly the same format. The shorter .jpg extension comes from older versions of Windows, which only allowed three-letter file extensions.
Should I use PNG or JPG for my logo?
PNG, or even better, SVG. Both keep your edges crisp and support transparent backgrounds, so your logo looks clean on any colour.
Is PNG or JPG better for Instagram?
JPG for photos. Instagram converts uploads to JPG anyway, so uploading at the right size gives you the most control. Use PNG for graphics with lots of text.
Which is better for printing, JPG or PNG?
Neither is ideal for professional print. Send your highest-quality original and check what your printer needs, often a TIFF, PDF or high-resolution JPG at 300 dpi.
Why does my PNG have a white background?
It was probably saved without transparency, or converted from a JPG at some point. Re-export it from the original design file with transparency switched on.
What's the best format for Shopify product images?
Upload high-quality JPGs for photos and PNGs for cutouts. Shopify's CDN will automatically serve lighter, modern formats to shoppers whose browsers support them.
Amy Burchill is the SEO and Content Manager for Dash. She works with ecommerce experts to create articles for DTC brands wanting to improve their campaigns.