This relates to e-commerce. Hang in there for a second.
In 2018 the Green Bay Packers were not a good football team. They fired their thirteen-season head coach, and started over with a new coach that had no head coaching experience. The new coach brought in a new offensive system. While 2019 was a bumpy offensive ride, the team was good, reaching the NFC Championship Game. In 2020, the offense clicked on all cylinders, and the team again reached the NFC Championship Game. A special teams catastrophe ended the 2021 season.
After losing their best wide receiver and dealing with injuries on the offensive line, the team was not great in 2022.
After losing two of three starting wide receivers and a Hall of Fame quarterback, the team is a dumpster fire in 2023 (so far).
How does this relate to e-commerce?
The same coach ... the same offensive philosophy that delivered fabulous performance in 2020 - 2021 exists today.
The players do not exist. They're gone. They players brought in to replace those who left or were injured are too young (so far) so perform consistently.
Yes, this is a discussion about what you sell. It doesn't matter what marketing talent you bring in, what vendor talent you outsource key functions to ... if you sell stuff the customer doesn't want to purchase, you will struggle. You will be the Green Bay Packers.