In ecommerce, speed isn’t just technical. It’s commercial. Every second your site takes to load costs you sales, conversions, and customer trust. Yet many retailers underestimate just how much a slow store is holding them back.
Let’s look at what the data tells us about speed, what Google’s Core Web Vitals mean for ecommerce, and how a performance-first approach with Aero can transform your results.
Why speed means sales
Today’s shoppers expect instant results. A slow-loading site doesn’t just frustrate them — it sends them elsewhere.
Google data shows how a one-second delay in page load time can reduce conversions by up to 20%. Numerous other case studies and internal research show a strong correlation between improved Core Web Vitals (CWV) scores and significant increases in conversion rates and other business metrics.
Even a small delay adds up. For a retailer generating £100,000 in daily sales, a 1% performance loss means £365,000 in missed annual revenue. All from fractions of a second.
Speed equals revenue. It’s that simple.
Real-world results: What the data shows
Brands investing in site performance consistently see measurable gains:
Moosejaw cut load times by 20%, improving conversions by 20% on desktop, and 50% on mobile.
Renault Group found that improving Largest Contentful Paint (LCP) to under one second increased conversion rates by 13%.
Furnspace, after compressing heavy product imagery, achieved a 65% faster load time and doubled conversions.
Speed doesn’t just improve UX. It directly drives commercial performance.
Core Web Vitals: The performance benchmarks that matter
Google’s Core Web Vitals are now the gold standard for measuring real-world user experience. They directly influence search rankings and customer engagement. Here’s what they measure:
Largest Contentful Paint (LCP): How long it takes for the main page content to load. Aim for under 2.5 seconds.
First Input Delay (FID): How quickly the site responds to the first user interaction (click, tap, scroll).
Cumulative Layout Shift (CLS): How visually stable the page remains while loading, with no sudden jumps or shifts.
Failing to meet Core Web Vitals can hurt your SEO visibility and conversion potential. Passing them improves both user experience and organic reach.
Building for performance: Aero’s speed advantage
If you suspect slow load times are hurting your sales, it’s time to rethink your performance strategy.
Aero Commerce is engineered from the ground up for speed. Built on a lean Laravel framework and optimised database structure, Aero eliminates unnecessary bloat that slows down legacy ecommerce platforms. Aero’s performance-first architecture ensures:
Faster load times, being designed for sub-second page responses.
Lower infrastructure costs, no expensive hosting requirements.
Better conversions, with fast, frictionless user experiences that keep customers engaged.
With Aero, speed isn’t a feature. It’s the foundation.
Speed isn’t technical. It’s strategic.
Performance isn’t just about meeting metrics; it’s about maximising revenue. Faster sites convert better, rank higher, and retain more customers.
Retailers that treat performance as a core commercial strategy, not a technical afterthought, consistently outperform those that don’t.
“Every millisecond matters in ecommerce,” says Richard Bendelow, CEO of Aero Commerce. “Retailers that prioritise performance aren’t just improving their websites. They’re improving their bottom line.”
Time to accelerate
If your ecommerce site feels slow, don’t ignore it. Your customers most likely won't.
With Aero, you can deliver a truly fast, conversion-driven shopping experience built for modern retail.
Book a demo to see how Aero’s performance-first platform helps you speed up your store, improve Core Web Vitals, and turn clicks into conversions.
This article was written by Reckless, an official Aero agency partner, specialising in high-performance ecommerce design and development.
About Reckless
Reckless are a UK-based digital agency focused on building fast, scalable ecommerce stores that deliver measurable results. Combining technical expertise with creative strategy, Reckless helps retailers harness the full potential of the Aero platform to create seamless, conversion-driven online experiences.
