Every week we pick an online store, follow the customer journey, and talk about what we notice. No scripts, no sponsors — just honest observations.
The Insectiv Breakdown Series is an ongoing show about real ecommerce experiences. We pick a store, follow the customer journey, and walk through what we find — no scripts, no sponsors, just observations.
Each episode focuses on one part of the experience. Sometimes it's the navigation. Sometimes it's checkout. Sometimes it's what happens after you hit "buy." We sit down, watch, and talk about it.
Interactive visual walkthroughs you can click through at your own pace. Two guys react to real ecommerce experiences and highlight what works, what doesn't, and what's quietly costing the store money.
We find interesting ecommerce journeys — through ads, search results, or things that catch our eye during research. No brand pays to be featured. No brand is warned in advance.
A new breakdown drops regularly. Subscribe to get notified when the next one goes live — or just check back whenever you want something good to watch with your coffee.
Because the best way to get better at ecommerce is to look at what others are doing — really look. Not skim, not benchmark, but sit down and follow the experience like a real customer would.
Each episode focuses on one part of the customer journey.
Ecommerce stores rarely lose customers in one dramatic moment. They lose them in dozens of small ones — a confusing menu, a missing size guide, a checkout that asks for the same information twice. None of these feel urgent on their own. Together, they add up.
The people who build a store use it every day. What feels obvious from the inside can feel confusing to someone arriving from a Meta ad for the first time. That gap between the team's perspective and the customer's reality is where things quietly break.
As stores grow, different teams own different parts of the experience. Marketing handles ads, product manages the catalog, operations runs fulfillment. The seams between those areas are where friction lives — and nobody specifically owns it.
That's what the show is about. We take the outside view. We follow the path a real customer would take and point out the moments that are easy to miss when you're too close to your own store.
We're not here to sell you anything. We're here to watch ecommerce experiences, notice things, and share what we see.