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Issue 031PositionGovernanceRef 115

The ecommerce features that sound good but rarely pay back

Many ecommerce features promise conversion uplifts or efficiency gains. Data often shows these promises fail to materialise, diverting resources from truly impactful initiatives. We examine features that frequently provide poor returns.

Neil Boughton· Technical Director
4 min readReviewed January 2025
"Many ecommerce features are implemented based on competitor actions or vendor promises rather than rigorous validation of user need or ROI."
Written by
Neil Boughton, Technical Director at iWeb
Neil Boughton
Technical Director
29 years at iWeb

Neil leads platform architecture and integration strategy at iWeb. He has designed ERP and commerce integration patterns across manufacturing, wholesale and retail, and writes about operational resilience, release governance, observability, and the infrastructure decisions that determine whether large programmes stay stable under pressure. Bias toward durable, measurable systems over architectural theatre.

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