E-commerce is hard, and getting the tech right is only a small part of it.
I work for a very large e-commerce company, and I’ve been building e-commerce sites myself for years.
My first attempt, in part, failed because I spent too much time trying to get the tech perfect and not enough on marketing. I should have accepted the tech was a bit crap and only tried to sort it once I had enough revenue to sort it properly.
In my experience crappy tech doesn’t stop a company from being successful if it’s got good product/market fit. It might slow things down or cause problems later, but the company will still function. Focusing on the tech before getting the business fundamentals right means an ‘It’s been an incredible journey’ blog post is imminent.
My rule now is to use off-the-shelf tech wherever possible, and only try and build something new if it provides enough value. Reinventing the wheel, only newer and shinier, is not providing value.