Today, optimization and elimination of eCommerce bottlenecks requires an understanding of complicated
digital landscape and processes. Whether its user behavior, technological changes,
or preconceived consumer expectations, eCommerce platforms can face numerous
bottlenecks that could halt the growth rate.
That said, the continuous adaptability to interactive environments and the relentless
boost in internet users has paved the way for a new age of eCommerce growth. It is
uncharted territory for startup eCommerce platforms that have to resolve a variety
of bottlenecks to stay competitive.
Availability and Functionality Bottlenecks
Once you move past the foundational infrastructure of an eCommerce site, there
are particular functionality bottlenecks that shoppers often run into:
Primarily, there is (almost) always something wrong on the eCommerce front-end
availability of logs. However, to eliminate this bottleneck, assess the shoppers’
exceptions and experiences in respective browsers to get a complete picture of
name, or other customized elements that you might deem necessary.
eCommerce Bottleneck #2 – Non-existent Error Alerts
Often, eCommerce businesses don’t have a reliable setup to receive error alerts.
Hence, you get a limited total number of metrics, which makes integration of other
features not as flawless as your expectations. Ideally, you should have a dedicated
alert system to notify you about different types of errors.
It is vital to understand that setting up error notification alerts on your eCommerce
platform’s valuable clicks and user flows can make all the difference. The error
alerts refer to crucial click paths throughout the broken aspects of your website.
eCommerce Bottleneck #3 – Non-validation of Essential Transactions
No validation of key transactions leads to extraneous bottleneck functionality issues
for an eCommerce platform. You could practically stimulate user interactions and
traffic (i.e., checkout and browse-to-purchase) to make sure all systems are
functional before a product sale or launch. Your objective is to detect and cut
customer-centric issues in infrastructure layers and your site’s underlying backend.
eCommerce Bottleneck #4 -SLAs (Service-level Agreements)
Several eCommerce platforms fail to track uptime accurately. Therefore, build the
foundational uptime for your eCommerce website with SLA reports. These reports
will help you keep an eye on cumulative uptime (daily, monthly, or annually)
cadence. It will also make it easier to communicate the data to stakeholders, team
members, customer base, or business partners.
Now that you are aware of the functionality bottlenecks, your next move is to
ensure your platform is not slow and eliminate low bounce rate:
eCommerce Bottleneck #5 – Front-end Load Speed
The most common bottleneck is arguably the slow loading speed on your
eCommerce platform. The right course of action would be to pinpoint the slowest
page loads and check the top bottlenecks throughout the shopping experience.
Leverage histograms and percentiles to paint an analytical picture of what is going
through your customer base. If you use obsolete tech tools, you won’t be able to
analyze an individual set of pages with skew averages. Furthermore, execute a
customized targeting of your website’s most vital pages (i.e., payment or shopping
cart) to concentrate your efforts on the pages that have a high impact on speed.
eCommerce Bottleneck #6 – Non-optimized and Unconfirmed Front-end Code
Sluggish front-end execution can become a nightmare for an eCommerce platform.
want to triage these problems, you need to confirm that your minor or significant
alternations improve the overall shopping experience. You can review historical data
to identify bottlenecks and instantly quantify your engineering-based improvements
with an unbiased and unprejudiced approach.
eCommerce Bottleneck #7 – Non-configured Apdex score
Apdex score is an industry-standard that measures the satisfaction of online users
with your website’s pre-defined response mechanism. It offers an overview of
eCommerce businesses to look at their shoppers’ satisfaction level through a
straightforward SLA solution.
eCommerce platforms cannot have an “ignorance is a bliss” mindset. You need to
be aware of numerous users’ satisfaction parameters that may impact the future
growth rate. Therefore, set up the right Apdex threshold to compare the
responsiveness of your customers’ expectations. Subsequently, you can improve
the current benchmark of your shoppers’ satisfaction.
eCommerce Bottleneck #8 – Mismanaged Page Bloat
One of the common reasons for slow load speed is related to the burgeoning web
page size. Whether its images or media, the bloated index can cause a lot of issues.
You need to make a comparative analysis throughout session traces to find out the
time it takes for shoppers to load pages (i.e., asset loading and executing of
The mismanaged index is not the only cause of bloated pages. Integrated SEO tags
or third-party APIs such as payment gateways, ERP databases, tracking, analytics,
and social parameters can also result in bloated pages.
To avoid these performance bottlenecks, you might have to disable features that
impact website performance, breakages, or delays. Simultaneously, find out the
stacks instead of the incurred cost of page load.
What about Mobile eCommerce Bottlenecks?
Alternatively, many metrics can affect the mobile compatibility of your eCommerce
platform. Whether its users’ shopping experience or quality of service level, make
sure the availability of mobile app comes with tracking without unexpected
Apart from mobile slowness, crashes, or errors, make sure to evaluate crash
occurrences. You will need a crash analysis to find the crash occurrences over a
short or extended period. A powerful analytical tool can filter high-crash
occurrences down the last detail. Also, segment the individual and collective
Whether it is a functional, speed, or mobile eCommerce bottleneck, there are long-
term consequences for the platform’s performance and growth in the foreseeable
future. Realistically, the growth rate of an eCommerce platform is not synonymous
with optimizing everything.
Every eCommerce model ultimately has to bear the burden of a few bottleneck
issues. The solution, however, is not to opt for short-term or quick solutions.
Instead, devise a practical strategy targeted towards specific bottlenecks that
hinder the growth most.
The key to maintaining your contemporary eCommerce growth depends on how you
utilize resources that would eventually create more opportunities for a huge scale-
up. From identifying bottlenecks to executing strategy, everyone has to be on the
same page to increase growth chances.
Check out APIWORX to help get rid of your integration bottlenecks!