Now - spoiler alert, this season is going to turn out wonderful.
But my goodness - it is so hard to be excellent.
Yes, this applies to your e-commerce business.
You can do all the right things and things still go horribly, horribly wrong. No amount of "six best practices to increase conversion rates" solves the horrible things that go wrong when you do everything right.
Stay positive! You got through 2020-2021. You can get through anything.