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.
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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.