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Your eCommerce Tech Stack Has a Confidence Problem (And It’s Costing You Money)
By Steph Briggs
Your Tech Stack Isn’t Underperforming, It’s Overcompensating
If your tech stack were a person, it would be the one loudly insisting, “I’m fine! Totally fine!” while quietly wobbling under the weight of overlapping apps, rising costs, half-configured features and three abandoned free trials you swear you’ll “look at properly next week.”
Meanwhile, margins tighten, customer expectations rise, and every tool claims to be the missing piece of your puzzle. Which is how so many e-commerce businesses end up with a tech stack that’s bigger, busier and less confident than the team using it.
It’s not your tools that broke the stack — it’s the choices behind them.
Here’s how to rebuild with clarity and confidence, so your tech starts driving profit instead of panic.
The Real Issue: A Tech Stack Built on Fear, Not Strategy
Across e-commerce, the same patterns show up:
42% of eCommerce teams use six tools every single day (Gorgias, 2025 — US merchants).
Shopify merchants can install 20–30 apps when they start layering personalisation, loyalty, UGC, subscriptions and ERP connectors (Uptek, 2025).
And according to Linnworks (2025), tech stacks tend to “break under volume pressure” when too many disconnected tools are stitched together.
It’s not that tools are bad. It’s that they’re often added reactively, to compensate for gaps in confidence, skills, processes or clarity or a combo of all of them.
A confident tech stack is smaller, sharper and deliberately chosen.
An insecure one is busy and expensive.
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How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV ads
For its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.
LolaVie used Roku Ads Manager to test and optimize creatives — reaching millions of potential customers at all stages of their purchase journeys. Roku Ads Manager helped the brand convey LolaVie’s playful voice while helping drive omnichannel sales across both ecommerce and retail touchpoints.
The campaign included an Action Ad overlay that let viewers shop directly from their TVs by clicking OK on their Roku remote. This guided them to the website to buy LolaVie products.
Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads.
The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.
Tech to Explore
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