Solid breakdown, especially the marketplace distinctions. Most people treat Amazon and Shopify like the same problem and they’re not.
One thing I’d add from the technical side: a lot of e-commerce sites pass the checklist here and still underperform because the site doesn’t actually render well on mobile.
We see this constantly. Pages are “indexed,” metadata is in place, but:
LCP is 4 to 6 seconds JavaScript blocks first paint product pages load content late
So Google can crawl it, but users bounce before anything meaningful shows up.
That ends up hurting both rankings and marketplace conversion loops.
We started auditing this with a real browser instead of static checks because Lighthouse alone wasn’t catching it in production. We actually built DeepAudit AI to do this across real sites, since it renders pages the same way Google does.
If you’re working on a store, it’s worth loading it like a user would and seeing what shows up in the first 2 to 3 seconds.