3 playbooks in E-commerce platforms.
Pre-launch failure is checkout-disabled optimization: owners polish themes while payments stay untested. Ship plan plus PSP in day 1, cap at ten SKUs with real photos, pass thumb-only mobile checkout, then one analytics plus email capture flow.
Mobile cart abandonment is usually checkout friction, not homepage creative. Baseline add-to-cart → checkout → paid by device, remove fields and fee surprises, enable Shop Pay or wallets, then measure seven-day conversion before new apps.
Migration failure is redirect and data-loss risk, not platform dislike. Migrate when ops drag plus outage risk exceeds fee delta; export with a 301 map, freeze old checkout in cutover, replay 20 orders in test mode before DNS switch.