Looks like we keep continue to launch e-comm sites like they're creative student projects. Meanwhile they lack a ton of site performance and are leaving double digit % of conversion on the table because they are terrible to navigate.

The worst answer here is... likely the Apple Store. Especially native on mobile. And in the past I'd have confidently said the Glossier website. :)

The interesting thing here is that a significant part of an era of NYC startups were all e-comm plays and everyone made a different flavor of the same mistakes: custom stacks, overbuilt and underoptimized, etc.

And because, contrary to FB, most businesses have retention on past internal content, they lose historical knowledge. So a new head of e-comm, COO, etc will join and make the same mistakes over again. Some kind of tribal knowledge hamster wheel.