Päivitetty:
21.3.2025
The success of an online store is largely based on a positive user experience, and performance plays a central role in this. Page loading speed directly affects conversions, customer satisfaction, and search engine visibility. In this article, we will discuss the importance of performance for B2B and B2C online stores and how external scripts (plugins, integrations) can slow down loading times and thus impact sales.
1. Fast website = more sales
Multiple studies show that every additional second in page load time can significantly reduce conversions. The faster a user can access products and checkout processes, the more likely they are to complete a purchase. For example, releases from the Google PageSpeed Insights team emphasize that even a difference of a few hundred milliseconds can be a crucial differentiator compared to competing services.
• Google found that slowing a page by 0.5 seconds reduced traffic by 20% in their experiment.
Source: Google – “Speed Matters”
• Akamai reported that a 2-second increase in load time can increase bounce rate by up to 50%.
Source: Akamai Online Retail Performance Report
• Portent (2022) found that sites that load in 1 second convert on average 3x better than those that load in 5 seconds.
Source: Portent – Website Speed Case Study
Tip: Focus particularly on the first load of the homepage and product pages as well as the performance of the checkout page. These points have the greatest impact on the user's purchasing decision.
Source: Google PageSpeed Insights
Alapuolella olevassa taulukossa on esitetty tyypilliset lisäosat ja suorituskykylisäykset muissa alustoissa (esimerkiksi Shopify, Magento, WooCommerce – joissa keskeiset toiminnot toteutetaan erillisillä laajennuksilla)
Lisäosa / plugin
Evästebanneri / GDPR (Cookiebot, OneTrust)
~80–150 €
+200–400 ms
Arvostelusovellus (Trustpilot, Yotpo)
~300–800 €
+100–300 ms
Search tool
(Klevu, Algolia)
300–800 €
+100–300 ms
Kansainvälinen myynti (Weglot tms.)
~180–300 €
+150–400 ms
B2B Wholesale -hinnoittelu (esim. Bold)
~80–200 €
+100–200 ms
EU VAT / ALV-validointi (Exemptify, Vatify)
~20–80 €
+50–100 ms
Laskutus & maksuehdot (Pay by Invoice, Net Terms)
~50–120 €
+50–100 ms
Asiakasryhmien hallinta (Locksmith)
~30–80 €
+50–100 ms
Edistynyt toimitus (Advanced Shipping tms.)
~80–200 €
+50–100 ms
Chat / asiakaspalvelu (Intercom, Zendesk)
~100–300 €
+100–300 ms
Sähköpostimarkkinointi (Klaviyo, Mailchimp Pro)
~120–400 €
+50–200 ms
Monimutkaiset tuotekonfiguraatiot, Rule-based E (CPQ)
~300–1000 €
+100–300 ms
Listanäkymästä ostaminen, B2B Bulk Order
~50–150 €
+50–100 ms
Tarjouspyyntötoiminnot, Cart2Quote
~100–300 €
+100–300 ms
Yhteensä: 14kpl
~1790–4880€
1.35–3.5 sekuntia
2. Every external script slows down loading
A large part of the e-commerce slowness comes from individual external scripts—such as plugins, third-party chat and analytics services, or marketing tracking scripts. As the site grows, the number of scripts typically multiplies.
Akamai studies have shown that each new JavaScript injection can add 100–300 ms to the site's rendering. A similar observation can also be found in Cloudflare's educational materials. As a general rule of thumb, it can be said that each separate JavaScript request increases loading time by 50–400 ms.
“As the number of scripts increases, the processing of the web page's DOM structure and the rendering of CSS slows down, causing a snowball effect on the overall performance of the page.”
Sources: Cloudflare: What Is Latency?
3. Performance is particularly emphasized in B2B e-commerce.
In B2B commerce, there is often a wide product catalog, multiple integration partners (ERP, PIM, payment services), and multiple languages or country domains. This significantly increases the amount of scripts and data to be processed. However, users expect the same level of smoothness in a B2B environment as in consumer online stores:
Fast navigation: A large product selection should not make the site heavy.
Real-time stock availability: Integrations for inventory management require API calls, which can slow down the site if not optimized.
Multilingual and multi-currency: Each additional feature is often implemented with its own extension, which brings more code to the page.
How to maintain loading times under 100 ms with large product catalogs?
The loading speed of a website directly affects the conversion of an online store, customer experience, and search engine visibility. Especially in large B2B online stores, managing add-ons, integrations, and heavy product data can significantly slow down the site.
Option 1: Enable AI Commerce
Forget about balancing the development of the online store and performance. AI Commerce maintains loading times of under 100 milliseconds – even when using a product catalog of over 100,000 products and 50 market areas.
Option 2: Spend hundreds or thousands of euros monthly on speed optimization
On many platforms, performance issues are partly tied to the core code, making it impossible to fix all bottlenecks without significant development work. Optimization requires continuous investment, such as:
1. Code concatenation and minification
Reduce the number of files to load by combining and compressing JavaScript and CSS files.
2. Lazy loading
Load third-party scripts only when they are truly needed.
3. Avoiding overlapping plugins
Use versatile, built-in solutions whenever possible.
4. Utilizing a CDN
Content Delivery Networks, such as Cloudflare, speed up loading times internationally.
5. Continuous performance monitoring and optimization
Utilize tools like Google PageSpeed Insights, Lighthouse, and WebPageTest to identify problem areas.
Tools like Google PageSpeed Insights, Lighthouse, and WebPageTest provide concrete development suggestions for improving performance.
Summary:
The performance of AI Commerce is designed for high-volume and international e-commerce without compromising usability or manageability. The choice is yours – built-in efficiency or continuous optimization? Want to know more, get in touch!
Read next:
Miten perinteiset verkkokauppa-alustat jarruttavat B2B-verkkokaupan kasvua?
Single market
Multiple markets
Global scalability
Traditional monolithic e-commerce platforms (such as Shopify, Magento, or WooCommerce) operating on a single marketplace require multiple add-ons for payment, invoicing, logistics, B2B pricing, regulatory compliance, and user management. This increases system complexity, slows down the site, and increases dependence on third-party technical partners when custom integrations are needed, for example, with ERP, CRM, or PIM systems.
Number of add-ons
8 –
10 pcs
10 pcs
Addition of download time
~ 1.0 –
1.5 s
1.5 s
Integration partners
~ 3 –
6 pcs
6 pcs
Costs
Cost of add-ons
~ 1500 –
2000 € /month
2000 € /month
The cost of integration partners
~ 300 –
800 € /month
800 € /month
