A great commerce experience cannot be distilled to a single number. It’s not a Lighthouse score, or a set of Core Web Vitals figures, although both are important inputs. A great commerce experience is a trilemma that carefully balances competing needs of delivering great customer experience, dynamic storefront capabilities, and long-term business — conversion, retention, re-engagement — objectives. As developers, we rightfully obsess about the customer experience, relentlessly working to squeeze every millisecond out of the critical rendering path, optimize input latency, and eliminate jank. At the limit, statically generated, edge delivered, and HTML-first pages look like the optimal strategy. That is until you are confronted with the realization that the next step function in improving conversion rates and business.

A cleansing hot shower or bath

The journey, often, starts “simple” with localization. But then, quickly advances to contextual pricing, juggling complexity of large and frequently updated product catalog, managing continuously running multivariate tests and promotion campaigns, and serving customer-tailored dynamic recommendations. Eventually, you reach a realization that every page is similar to an open Tetris board where each “slot” can and should be dynamically tailored by dynamic visitor preferences, all powered by an ever-growing set of dynamic business rules.