About us


Our goal is to make your website faster by optimizing your images, thus improving its overall speed and bandwidth footprint.

The average web page is about 2 MB.
2/3 of that weight comes from images.

( credits to this Google Developers page )

Let us explain that:

Most of our present Internet space is made of pictures, drawings or other form of visual media. While it's true that an image is worth 1000 words, it usually takes much more space to be stored and bandwidth to be sent over, than the text referred in the famous saying. Sometimes much more.

A lot of the content of successful websites is user-contributed and most of the users are non-technical. And that's OK. Where would the Web be if one would need to know C++ in order to post from his phone a picture with him on a safari ride in the jungle? Or even just to have to rescale & compress the image before doing that?

While a successful site needs to make the process of content generating as straightforward as possible, it also must pay attention to the size of the image, in order to let the pages load fast for best user experience. Images generated by various devices, such as a digital camera, or a design application are seldom optimized for size. For example, a picture taken by your new smartphone could easily go over 4MB and a decent web page should not weigh more than 3MB. How many pictures like that one can you fit in?

That's where we come in. Using our proprietary image analyzing software, together with open source encoding software tweaked to perform the best compression, we are able to reduce image sizes by as much as 90%. 



Our first slogan

We started out bold and ready to change the world - our first slogan said: "Make the Web smaller". And we developed an online service for that, releasing it to the public in July 2014. It sported a straightforward API, a processing queue management system and several servers ready to work hard to crunch millions of images.

While creating an API to optimize the Web was a noble endeavor, we soon realized that this was not a very actionable call to our potential customers, who needed to have their sites' images optimized with as little hassle as possible. And coding calls to an API, even as straightforward as ours, wasn't just that.


Minding the gap, we changed our battle cry to "Speed up your website" and started to find ways for our API to reach users' needs. The first way was a WordPress plugin that we developed: the ShortPixel Image Optimization plugin, which is using our API and the power of our server cloud to optimize WordPress sites' images.

We rolled out our first public beta version of ShortPixel Image Optimization plugin in November 2014 and that's how our image optimization service took off. We owe a big "thank you" to many of our customers for their early days feed-back which ranged from an iconic "Your f***ing plugin broke my site!" to precise needs or heart-warming "Fantastic Plugin!" feed-back messages. All this brought us a tremendous help in shaping up our service to fit your needs, and still does, as every opinion or request you guys send us counts. Occasionally it takes time until it hits the prime-time but for sure it's not ignored.

We also developed an online demo with the purpose of allowing you to check your webpages for unoptimized images and see how much you would gain using our service.


In April 2015 we rolled out our first paying version of the service. We started to have more and more customers through our ShortPixel Image Optimization plugin, so we had to scale on new and more powerful servers to cope with so many specific situations from customers with different custom installs of Wordpress, different plugins or custom code. We decided to offer the same premium support to all of our customers, regardless if they were paying customers or using our free service.

In 2016 we developed a Client Library for PHP and in 2017 we also rolled out a generic PHP tool for optimizing site images, the ShortPixel Website Optimizer, so now any website can benefit from our image compression technology. We also made a Command Line Interface through which our services can be accessed with a scheduler job in order to monitor image folders for changes without the need of any Administrator interaction. You can check all these out on our Tools page. 


In 2018 we started a new service, the ShortPixel Adaptive Images. Building on the successful image optimization, started offering a new service that aims to provide images at pixel size as close as possible to the one that is needed in each page while also improving the delivery of them via a CDN. Read more details on ShortPixel Adaptive Iamges' landing page.

AS OF 2020

More than six years later and more than 1.8 billion images optimized for more than 230K customers of which more than 200.000 plugin users, we are glad to have started this jurney, and we're still proudly doing it. On our support channel we have so far received more than 20K support messages and we made sure each customer was promptly helped. 24/7/365.


Our service is based on a SAAS model offering image compression through our API that you can access either directly or through various tools that we developed especially for this purpose.

ShortPixel Architecture

Behind the API, our service is structured in several layers, as follows:

ShortPixel Architecture diagram
(Customer is using the WordPress Plugin)
  • A load balancer line-up consisting of an active load-balancer and a back-up load balancer which is designed to be capable of becoming active in seconds if necesssary, without the need for DNS changes. The load balancer serves also as a firewall.
  • A redundant pair of web servers that receive the API calls and deliver the optimized files.
  • The ShortPixel Balanced Processing Queueue which keeps all the optimization requests and makes sure that all our clients receive a fair processing time (clients with less images in the queue don't have to wait for clients with many simultaneous requests)
  • The Image processing farm of servers - these servers crunch the images using the ShortPixel powerful optimization algorithms, producing the optimized images.
  • The File storage which holds the optimized images on fast SSD disks until they are retrieved through our API.
  • The Accounting and reporting database, which holds information about our customers and image optimizations.



First and most important, we intend to keep the same attention to you, our customers and the feed-back you send us, and let ourselves be driven by your needs. We are also committed to investing a constant effort in improving the performance of the optimization algorithms we're using, in order to be able to offer you the best compression/quality rate you can get.

Last but not least, we intend to keep our service easy to use yet flexible and to add more and more ways of using it, for your convenience and for your Happy Optimizing! 

ShortPixel Team

Alex Florescu, Head of Product

Alex created ShortPixel’s performant compression API. His mission is to calibrate all our clients' image compression needs. Self improver, cook.

Simon Duduica, Head of Technology

Simon is in charge with the technology stack, development process and code quality. Loves mountain sports, bass guitar and sailing.

Andrei Tudose, Head of Growth

Andrei is in charge with ideas, partnerships and actions that can sustain ShortPIxel's growth. Our blog content is also his favorite topic.


ShortPixel is owned and operated by:

2 Transilvaniei st., Apt. 19, Bucharest 1, Romania
VAT ID: RO33198401
Reg No: J40/6096/2014

We are located in Romania, a nice little country in Eastern Europe featuring lovely mountains, traditional rural communities and lively cities. And, of course, the home of Dracula. We all have extensive international experience, our executive team has been working for more than 10 years for US, German and French companies. Therefore, we can combine the cost savings of operating from our location with the experience of working in an international environment.

If you need to contact us, the fastest way is to use our contact form.