Google Chrome, the world's most popular browser, has taken a fundamental step toward a more secure internet: starting with the latest versions, HTTPS is enabled by default for every new site visited. This means that if the user enters a web address without specifying the protocol, Chrome will automatically attempt to establish a secure connection.
An update that, at first glance, may seem technical. But for those who work in the web—developers, marketing teams, e-commerce managers—it is actually a turning point that impacts user experience, performance, and trust.
HTTPS is the new starting point
For years, HTTP and HTTPS have coexisted as parallel options. HTTPS — that is, HyperText Transfer Protocol Secure —represents the encrypted evolution of the data transfer protocol used by websites. It encrypts the information exchanged between the browser and the server, protecting the user from interception, manipulation, or data theft.
From today, this protection is no longer an option: it is the starting point.
Why this update is important
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Automatic security for the end user
Users no longer have to worry about choosing a secure version of a website. Chrome will do it for them. Even if HTTPS isn't enabled, the browser will still attempt to establish a secure connection, displaying a warning only if it fails. -
Reducing the risk of man-in-the-middle attacks
Forced switching to HTTPS dramatically reduces the chances of data being intercepted by third parties. This is crucial in contexts such as online payments, logins, and sensitive data collection. -
Impact on SEO and performance
HTTPS sites are favorites in indexing, improve loading times thanks to the use of the HTTP/2 protocol and increase user trust, who see the green “padlock” in the address bar.
The implications for those who manage a website
Anyone managing a site that isn't updated to HTTPS could see its visibility, performance, and, above all, perceived reliability compromised by users. Not only that, unprotected contact forms or login pages are now flagged as "unsafe," directly impacting conversion rates.
For those who work with e-commerce, dynamic portals or integrated CRM, adopting an SSL certificate is no longer a good practice: it is a necessary condition to remain competitive online.
HTTPS and Technical Optimization: A Vital Connection
Many see HTTPS as a purely security issue. In reality, it is also a strategic optimization tool:
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Enabling HTTP/2 improves resource loading speed;
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Reduces browser warnings, improving UX;
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Unlock the use of modern technologies such as PWA (Progressive Web App), Web Push Notifications and secure access to native device features (such as the camera or microphone).
Additionally, proper HTTPS configuration is now a requirement for full compatibility with AI-powered tools and next-generation frameworks.
Trust is built with a lock
In an increasingly crowded digital world, trust is a competitive asset. The simple padlock in the browser bar tells the user that the site is secure, up-to-date, and professional. It's a silent but powerful signal that can make the difference between staying and leaving.
Chrome's mandatory adoption of HTTPS is not just a technical update, but an invitation to rethinking the web as a space of trust, speed and respect for user data.
For those who design websites, manage e-commerce or work in digital marketing, today more than ever it is essential to invest in technical quality of your online presence. Because security isn't optional: it's part of your digital identity.
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