Are you struggling to scale the success of your eCommerce store. There are a few things that you should – and shouldn’t – be doing that turn your visitors away from your store. We’ve listed some of the most common eCommerce mistakes that can lead to the downfall of your online store and how to avoid them with some real insights from WIRO.

1. Picking the Wrong Platform for Scale

Choosing the wrong platform can limit your store's ability to grow leading to slow loading times, frequent site crashes and many other performance issues.

Even top eCommerce brands like Gymshark have faced this. While on Magneto, Gymshark's website crashed for eight hours on Black Friday in 2015 due to an integrated app,  costing them an estimated £110,000 in lost sales. Since then, Gymshark has migrated to Shopify Plus, which is a good platform for scalability and multi-channel selling.

We’ve helped brands like Aaron Wallace, Peggs & Son migrate to Shopify Plus, enabling them to scale smoothly.

2. Ignoring Page Speed

Your site’s load time is crucial—47% of consumers expect a webpage to load in two seconds or less. Slow sites lead to high bounce rates, frustrated customers, and poor rankings. Also, neglecting technical SEO aspects like broken links, duplicate content can harm your website. Always choose the right Shopify theme for speed and invest in performance optimisation.

WIRO recently helped Avery Row, a premium eco-friendly baby essentials brand, improve their page speed, leading to record-level add to cart rates .

3. Lack of a Clear eCommerce Strategy

It is seen that inappropriate marketing plans is one of the main eCommerce website mistakes that often leads to the failure of your eCommerce store.  Many brands underestimate the importance of a clear growth and eCommerce strategy. So try to understand your product, the targeted audience, and then develop the right eCommerce strategy for effectiveness.

We’ve helped many brands develop and implement comprehensive strategies for digital growth and scale their business.

4. Complicated Checkout Process

Your website is driving huge amount of traffic but visitors are not converting into customers means, this can be shopping cart abandonment. Due to complicated checkout processes, people often leave the website without placing an order. Studies says that, almost around 70% shoppers abandon their carts due to complex checkout processes. Be careful not to request too many details in your checkout form. Keep your checkout process streamlined and provide multiple payment methods.

When we worked with Avery Row, we simplified their checkout process, leading to a notable decrease in cart abandonment .

5. Having a Poor Customer Service Tool

Customer service is a critical aspect of any successful eCommerce business. 84% of users consider customer service a key factor when deciding whether to purchase. Additionally, If you’re selling internationally or planning to break into new markets, getting the customer experience right is even more important. Using a robust customer service tool like Gorgias, provide a personalised support across email, voice, SMS, live chat, and social media channels.

We've implemented Gorgias for many of our clients  to streamline their customer interactions.

6. Ignoring Customer Feedback & CX Audit

Brands often neglect the importance of valuable insights customers provide through reviews, returns, and surveys. Disregarding of customer feedback is a common eCommerce mistakes that can lead to missed opportunities for improvement. Additionally, regularly doing a CX audit with an agency will help you evaluate the entire customer journey and improves customer satisfaction.

We've conducted CX audits for several brands like where we identified and addressed the pain points, increased both customer satisfaction and repeat purchases.

7. Not Backing Up Your Data

The crux of an eCommerce business is the data. Whether it’s product information or customer data, losing data can cripple your entire business. However, Shopify has internal backups to stop the platform from going down, you need to back up your store's data independently by using Shopify’s built-in backup tools or third-party apps like Rewind.io protect your data. At WIRO, we ensure our clients’ data is backed up regularly, avoiding potential disasters.

8. Translation Mistakes

When expanding internationally, it's requires more than just auto translating your website—it’s about localising the entire user experience. Using Shopify apps like Langify or Weglot, a complete eCommerce translation solution helps you to easily translate and localise your store to reach new customers.

For example, when we helped Duke + Dexter expand into international markets, we didn't just translate the site but we optimised their content to reach new customers.

Conclusion

Even a single mistake can create significant pitfalls for your entire eCommerce business. By avoiding these common mistakes, you can boost your store and set your store up for long-term success. At WIRO, we’ve seen first-hand how minor tweaks lead to significant growth for our clients—and the same can happen for your business.

Don’t wait to grow—contact us today to explore tailored solutions for your eCommerce success!