reasons for underperforming ecommerce store

Unraveling the 5 Reasons for Your Underperforming eCommerce Store

Do you have an eCommerce store? Are you planning to build one soon? Have you ever wondered why some eCommerce websites are performing well and some are not? eCommerce is more than just having good products to sell online. That said, there are reasons for your website to outperform.

If you are a retailer, you MUST have an eCommerce store. In this blog, I have discussed the five benefits of having it. But there is a strong possibility that your eCommerce store will underperform if you miss solving the below flaws.

5 Reasons for Your Underperforming eCommerce Store

1. Poor Loading Speed

According to Google, 53% of mobile visitors bounce if your website takes more than 3 seconds to load! With that in mind, if your eCommerce website takes more than 3 seconds to load, then your website’s conversion rates will drop.

For instance, if each webpage takes more than 5 seconds to load and users need to navigate through 3 webpages, it takes 15 seconds or more to make a purchase. It is longer than expected when it comes to making a purchase online.

There are numerous reasons for slow website speed. Most common are hosting servers, large image sizes, higher number of requests, heavy web elements, and code quality.

But it also negatively impacts both UX and SEO. The question is: what can we do? Fortunately, there are ways we can improve site speed. Want to improve your site speed or build a high-speed website? Contact us today!

2. Security Loopholes in the Website

Amidst all the factors, we place emphasise on the website’s security. But, WHY? That’s because it directly affects your reputation and trustworthiness. Users feel unsecured while adding payment and personal information if your website lacks security.

According to Global eCommerce Security Report, 2021 by Webscale, there is a 50% spike in Megacart-type attacks targeting storefronts.

In this scenario, how do you have strong security fundamentals? This blog has explained it very well. Irrespective of the eCommerce platform, security should be checked and maintained frequently.

There are a few factors that should be taken into account to improve your security.

  • Keep your website’s theme, versions, and plugins updated.
  • Use a valid SSL certificate.
  • Host your website on a secured server.
  • Back up your website’s data.
  • Frequently check for malware or cyber-attacks.

3. Lack of Proper Navigation

Navigation of eCommerce website directly affects usability. Users want information fast and easily. Making it difficult won’t result in any positive outcomes.

How do you find your website usable or not? Fortunately, analysis tools like Google Analytics and Hotjar can help you in many ways. You can measure page views, bounce rate, and average page on time. With Hotjar, you can even measure which section of your website has more engagement.

“What we can measure, we can improve it!!”

To improve navigability, we need to follow navigation and website architecture standards. Some of the most common standards are as follows:

  • Keep your navigation simple and obvious.
  • Make navigation mobile responsive.
  • Do link internally when it is relevant and good for users.
  • Integrate search bar.
  • Optimise footer navigation.
  • Use HTML sitemap.
  • Make your Header Menu sticky on every device.

Want to look at the perfect example of navigation? Visit this website made by Sydney Digital Agency.

4. Customers Find Difficulties in Making a Purchase

eCommerce store’s success also depends upon easiness in making a purchase. Do YOU know what it encircles? It includes adding payment information, payment processing, secured payment getaways, and receipt of successful payment.

As mentioned earlier, if your website is not secured enough, there are chances of cyber-attacks that can cause monetary fraud. That said, security of website plays a vital role in making a purchase.

If there is any flaw in the shopping process, customers will distrust your website, which may result in abandoned add to carts and reduced conversion rate. Are you facing similar issues? NO WORRIES! It can be solved.

Clear call to action, trusted payment gateways, encrypted customer data, valid SSL certificate, CAPTCHA, and 2-factor authentication could help you make a purchase easily.

5. Lack of Online Presence

No traffic means no conversions. You need to be found to have success in the eCommerce industry. In this scenario, digital marketing could be your cobber.

SEO, social media marketing, Google Shopping Ads, and email marketing are some of the most effective strategies for an eCommerce store. According to Insider Intelligence, 55% of Gen Z shoppers are influenced by social media to shop online.

That said, you must focus on creating a good online presence. Follow the below strategies to have a positive online reputation:

  • Post regular updates on social media platforms.
  • Keep your community engaged on social media.
  • Do on-page and off-page SEO to be found in Google searches.
  • Use strategic email marketing campaigns to keep your customers updated with offers.
  • Google Shopping Ads is also a successful digital marketing strategy.


These are the most common reasons that could result in a low conversion rate. Resolving it successfully could help you achieve a better online presence, an uninterrupted flow of conversions, and growth over time.

Looking for help building your eCommerce website? With 12+ years of expertise, our agency can create, maintain, and market your eCommerce store. Email us at today!

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