# 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.

_2026-08-29 · Kronn (https://kronn.gr)_

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.

![Where orders leak: slow loading, hard checkout, hidden shipping, poor photos, no search](/insights/img/eshop-pou-poulaei-1-en.png)

## 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

![The road to thank-you: arrive with intent, find in 2 clicks, cart with no surprises, pay in one step](/insights/img/eshop-pou-poulaei-2-en.png)

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](/en/services/ecommerce) 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](/en/contact).

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Page: https://kronn.gr/en/insights/eshop-pou-poulaei