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Sahl Sunday,15 Feb 2026

A guide to avoiding the "technical complexity" trap. We reveal the warning signs that indicate an upcoming feature could ruin your store instead of improving it, and how to distinguish between genuine development and "programming filler" that distracts customers and wastes your budget.

1. When features start "obstructing" the purchase button
The primary and ultimate goal of your store is "selling." If you reach a point where customers need to navigate three features (like a chatbot, a contest, intrusive reviews, and smart suggestions) just to reach the "add to cart" button, you've crossed a red line. A feature that hinders the customer's journey to checkout is an "obstacle," not a feature. When the design feels so "cluttered" that the product gets lost, you need to say enough is enough and stick to the essentials that generate revenue.

2. When maintenance costs eat into feature profits
Every feature you add (like a complex loyalty program or a real-time currency converter) requires regular maintenance and updates. If you find yourself paying programmers or wasting time fixing bugs caused by these features more than the revenue they generate, then you're losing money. A feature that doesn't cover its cost is a financial burden, and stopping its addition is a smart financial decision that protects your net profit.

3. When website speed starts to plummet
In 2026, every second of delay will cost you 10% of your sales. Every new feature is additional code that the server has to read. If you find that your store is starting to slow down and taking more than 3 seconds to load due to too many "smart" additions, that's a red flag. Speed ​​is the most important feature in the history of e-commerce; so if a new feature is going to make your website sluggish, get rid of it immediately and stick to what's fast and simple.

4. When customers start asking a lot of questions instead of buying a lot: Features are supposed to make buying easier, not open the door to questions. If you find your customer service receiving questions like, "How do I use this coupon?" or "How are these points calculated?", it means your store has become unnecessarily complicated. Too many options and features paralyze the customer's decision-making. When a customer gets lost in your store, they'll close it and go to a competitor with a single, clear, and straightforward page.

5. When the product's identity gets lost amidst the gimmicks: You're selling a product, not a store. If the technical features (like augmented reality or interactive videos) are what people are talking about, and no one is paying attention to the product's quality or specifications, then you're operating on the wrong foot. A successful store is a showcase that highlights the product while remaining in the background. If your store has become more of a "tech show" than a "sales outlet," you need to slow down and refocus on your product.

6. When you start adding features "just because the competitor added them"—this is the most common trap that merchants fall into. Seeing a competitor add a feature and copying it without knowing if it's suitable for your audience or not. Blindly copying makes your store a distorted "caricature." If the feature doesn't solve a real problem for your customer or doesn't increase your sales based on your own metrics, adding it is simply a waste of effort. The strength lies in being "unique in your simplicity," not a "complicated carbon copy" of someone else.

7. When "data" tells you that no one is using it—your metrics are your compass. If you check your website analytics and find that a certain feature you spent a fortune on is only being used by 1% of your customers, then it's a pointless addition. The key isn't having "everything," it's having "what the customer wants." Stopping adding new features allows you to focus on "improving" the features that are already working and generating real sales.