For me personally, online shopping is about convenience. And in order for everything to really work conveniently, it is necessary that the store is properly configured. I have Magento 2, and without good integrations, everything was slowing down. There was a website, but it didn't make much sense. After connecting to add google analytics to magento 2, the situation changed: everything was synchronized, updates are automatic, and data is transmitted between the systems without errors. That's when I felt the real advantages of online trading.