The Amazon Effect: Every Second Costs You (Your Store Speed)
Users don’t wait. Every extra second of load time cuts sales by 7%. How to optimize your store so it loads instantly.
Ten years ago people were willing to wait 5 seconds for a page to load. Today, in 2026, stress rises at just 0.5 seconds. Amazon trained us for instant gratification.
What is “optimistic UI”?
It’s a trick used by Instagram and Facebook.
When you tap “Like,” the heart turns red immediately. The app doesn’t wait for the server (“Did it save?”). It assumes success. It feels fast even if the internet is slow. We apply the same logic in ecommerce (“Add to cart” responds instantly).
Server and code (Vercel Edge)
Cheap €5/month hosting (shared server) is death for your business.
- Edge network: Your store doesn’t live on one server, but in 100+ locations worldwide. Code runs on the server physically closest to the user.
- React Server Components (RSC): A new technology that does most of the work on the server and sends only minimal code to the phone.
Google Core Web Vitals (LCP, INP, CLS):
These are the three metrics Google measures. If your LCP (Largest Contentful Paint) is above 2.5 seconds, Google “penalizes” you with lower rankings.
FAQ: Site speed
Why do my images load slowly? +
They’re probably too large (4MB+). Our systems automatically compress them to AVIF (around 30KB), which is 100x smaller.
Is WordPress slow? +
Not by nature — but add 50 plugins and a cheap theme and it becomes a snail. We build tailored solutions (Next.js) that are fast by default.
Measure speed, raise profit
Did you know a 0.1s speed improvement can lift revenue by 8%? We’ll fix your site.
Order a speed audit →Related guide
Ecommerce Store 2026: Step-by-Step Guide →SIA DESIGN
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