Is Your Current Ecommerce Platform Hurting Your Profits?


Did you know that over the next 5 years online eCommerce sales will grow by 78%?

It’s no wonder! Just think about the Asia-Pacific region, which is now the biggest market in online sales, according to eMarketer. And other regions of the world are slowly catching up.

However, at the same time, Practical Ecommerce reported that 80% of all new ecomm businesses fail, meaning only a piddling 20% succeed in the end!

What are the reasons behind these failures?

The loading time of the eCommerce platforms they use? Or the fact that they’re not mobile-friendly? (Both of these factors play a major role, in addition to many other reasons that lead to ecomm failures – we listed them all in this post.) Furthermore, customers are more impatient than ever before because they spend 66% of their time on mobile devices. (Just remember the frustration caused when you want to edit a submitted review or purchase a product on mobile, and an unexpected or unreasonable error prevents you from doing so…)

If you want to ensure the success of your ecomm business in the long run, then check out this infographic from our friends at SelfstartrThey analyzed the top 20 eCommerce platforms and compared them based on page loading time, UX and mobile friendliness.

A quick technical note before you dig into the infographic

For this infographic, researchers measured the loading time of 2,000 randomly chosen ecomm stores. If you see that your ecomm platform is scored the highest or the lowest, that doesn’t necessarily mean that your ecomm store performs that way. Everything depends on how you set up your store, which plugins and templates you use, and how fast the servers that host your ecommerce store are.

Overall, if you choose a solution that hosts your webshop, like Shopify or 3Dcart, then there’s a whole development team working on improving load time – and that means you’re off to a good start. On the other hand, if you choose a solution like Magento or WooCommerce, where your own developers need to deal with all of the aspects of hosting your shop, that may result in slower loading times. The good news is you can overcome this by using cache solutions like Varnish. The template you use can make a huge impact on performance, too. (Have a look at Google PageSpeeds’ recommendations on the topic).  


Mistakes to avoid in your content strategy

It’s one thing for your eCommerce site to function well technically and work without any hiccups on mobile. Another important thing is to avoid any possible failures with your marketing content – especially when you’re running a blog on your store. recently released a great article about why blogging is one of the most effective tactics for driving sales and which  mistakes every eCommerce marketer should avoid while doing it.

Here are a few of them:

  • Promotional tone: Too many banners and too much sales copy surrounding your blog content can distract people and generate a pushy feeling. Get rid of all that and instead provide value, for example sharing inspirational examples about how to use your products in the best way. Choose a friendly and conversational tone to communicate in and let people know that you are a human being… not just another company that wants to sell you something and move on.
  • Irrelevant content: You’re throwing money out the window if you’re writing about topics that your audience isn’t interested in. So do some research on the topics, news sources and influencers they are following. This knowledge helps you to gain their trust and tap into virality.   
  • Ignoring customer feedbacks: Your blog can get a bad reputation if you leave your dear customers’ comments unanswered. The goal of a blog is to engage customers, create a chance to communicate with them, and learn more about them. People want to be heard by others. Position your company as a caring brand and you’ll win their loyalty, for sure.  
  • Poor visual assets: You need professional images of your products, clear and large enough to see product details. If your images are too small or low quality, you stand no chance of invoking the desire to buy them. The same goes for illustrations in your blog posts. Poor quality images can completely undermine the quality of your posts.  
  • Inconsistency: If your readers know when they can expect new content from you and also know what topics you cover, the higher the chance that they’ll return for a new dose of content from time to time. Consistency is also a great way to ensure that readers don’t forget about you.

It’s all about leaving a positive impression on your customers

Make sure that everything is fine with your eCommerce store technically-speaking, and provide essential content for your customers which sparks conversations, engages and builds trust toward your brand. How does your eCommerce platform perform according to the metrics featured in the infographic? Do you have a blogging strategy for your eCommerce store?

If you liked this post and would like to have more great posts about e-commerce marketing and customer loyalty delivered straight to your inbox twice a week, sign up for our newsletter. Let’s keep in touch!

Showing 6 comments
  • Dan Thornton

    I don’t disagree about the importance of speed for eCommerce, especially given the share of mobile users now. But I do wonder about the comparison when the WordPress solutions (WooCommerce, Jigoshop etc) can all vary a lot depending on server set up and other plugins etc compared to a hosted platform.

    I’ve worked a lot with Jigoshop, WooCommerce and Magento, and have certainly achieved better loading times than the infographic suggests… And I’ve also seen some badly set-up sites with far worse results…

    • Timi Garai

      Hi Dan, Thanks for your reply. Yes, you are completely right! The infographic and research behind it is conducted by Selfstartr (here is their original post where they described their methodology: I completely agree with you that it depends on how you set up everything. Selfstartr actually investigated the top 20 ecomm platform through checking 2,000 websites performances. So, for each of the ecomm platforms they checked 100 eCommerce stores and measured their performance. And this is how they conducted these results.

      • Darren DeMatas

        Awesome write up, Timi. Really appreciate you sharing my research. Totally agree with your note. The self-hosted platforms can run at lightspeed – but requires expertise to get it there

    • Darren DeMatas

      Hey Dan – glad to meet another nerd like me who gets into this stuff!

      yup, theres a ton of variation on how sites are set up. I wanted to get a decent random sample size on each platform. When people who know what they are doing set up a WP ecommerce site – they can get it to run super fast – no question. But that wasnt the case in my sample size.

      Just recently, I worked on a Magento site that used newbie devs to save cost. The result was slow performance, broken links, 404 pages, orphan pages, duplicate content and bad rankings. If you’re a total entrepreneur (not dev) – go with a hosted platform like Bigcommerce – that takes a lot of (not all) the dev headache away.

      You can check out the research process on the link Timi shared below. But to summarize, i pulled a massive list of sites running on the top platforms, then got a random sample of 100 sites to run my research on.

      • Dan Thornton

        Thanks for the reply Darren, and nice to get some more insight. I tend to look at the combination of what technical resources someone has, and also what their ambition is – it’s possible to rapidly outgrow the limits of hosted platforms, and also find yourself unable to use preferred payment gateways etc, which is the trade off against ease of use. Plus the ongoing costs can be substantial as you grow in comparison to self-hosting…

        I’ve spent a lot of time working with Jigoshop/WooCommerce and Magento – sounds like I should really be sharing more advice on how to sort it properly!

        • Timi Garai

          Hi Dan, if you write a post like this, send it over to me, I would definitely love to learn more from it!

Leave a Comment