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Read articleMost e-commerce failures are not product problems — they are experience and infrastructure problems. The 10 most expensive mistakes we see, with fixes.
1. Slow pages
Every second beyond 3 on mobile turns ad spend into vapor. Fix: image optimization (AVIF/WebP), caching layers, headless architecture. In the Lumen Store rebuild we cut load time to 0.9s and lifted conversion 38%.
2. Forced registration at checkout
Fix: guest checkout always on; offer account creation after the order.
3. Multi-step, cluttered checkout
Fix: single-page checkout, address autofill, saved cards. Target: cart to confirmation in 60 seconds.
4. Weak site search
Searchers convert 2–3× more — yet most search boxes only match exact words. Fix: typo tolerance, synonyms, instant suggestions.
5. Hidden shipping costs
The #1 stated reason for cart abandonment. Fix: show shipping policy on product pages; use a "free shipping over X" progress bar.
6. Thin product content
Fix: multiple photos, video, size tables, real reviews and product FAQs. Content cuts returns.
7. Mobile as an afterthought
70–80% of traffic is mobile. Fix: design mobile-first; one-hand checkout.
8. Fragile stock & campaign infrastructure
A site that crashes on campaign day crashes the marketing plan. Fix: stock reservation, queues, load tests before going live.
9. SEO postponed to "after launch"
URL structure and category architecture are painful to change later. Fix: bake SEO into the architecture — see our 12-point guide.
10. Managing without data
Fix: funnel tracking, cart abandonment analysis, a weekly metrics routine. You cannot improve what you do not measure.
How many of these does your store have? Request a free e-commerce audit — we will return a prioritized fix list.