An eshop that sells: where orders leak and how to win them back
The five points where online stores lose orders — speed, checkout, shipping, content, search — and which fixes return the most revenue.
An eshop is not a catalogue with a cart — it’s a sales machine. And like any machine, it loses efficiency at specific, measurable points. Almost the same points everywhere.
The five leaks
Speed. Every second of load delay costs a measurable share of conversions — on mobile, where most purchases now happen, even more. If your homepage needs five seconds on 4G, you don’t have a “technical” problem; you have a sales problem.
Checkout. Forced registration, six steps, forms that ask for everything. Every extra field is customers walking away. The standard: guest checkout, address autocomplete, and every payment method your market expects.
Hidden shipping costs. The number-one cause of cart abandonment worldwide. Shipping must be visible before checkout — on the product page, ideally with the free-shipping threshold (“€12 more for free shipping” is also a proven basket-builder).
Content. One blurry photo and two supplier-provided lines convince nobody — including Google. Multiple photos, dimensions, and real answers to the questions a customer would ask in a physical store.
Search. In stores with more than a hundred products, searchers buy at a multiple of browsers. If your search can’t survive a typo or a missing accent, you’re losing your most decided customers.
The journey you should be designing
Think about the store backwards: not “what pages do we have” but “how many obstacles does someone meet who wants to give us money”. Arrival from an ad or search onto a page that answers the intent. The right product found in two clicks. A cart with no cost surprises. Payment in one step. Every stage is measurable — and what is measured improves.
This is also where AI now earns its keep: product recommendations based on actual behaviour, search that understands “something inexpensive for a gift”, and emails that go out at the moment a customer is likely to buy. Not as fireworks — as a quiet salesperson working 24/7.
Where to start
Not with a redesign. Measure first: speed (PageSpeed), cart abandonment rate, conversion rate per device. The numbers will point to the most expensive problem — and it can almost always be fixed without rebuilding the store.
At Kronn we take on ecommerce projects both as new builds and as optimisation of existing stores. If your store isn’t selling what it should, let’s look at the numbers together.