We took over a cross-border shop that genuinely looked great. Every customer screen had been thought through: the catalog, the checkout, the little animations between steps.
Then we sat with the operations team and watched an order actually get fulfilled. Someone was switching between a database client and a spreadsheet, because nobody had designed the screens where the work happens. Carrier rates, label printing, tracking updates, the "this parcel is stuck" cases, all of it lived in a chat thread and in one person's memory.
It cost money in the dullest way possible. Every order carried a few minutes of manual handling, problems were found by customers instead of staff, and the polished parts of the site were not the parts slowing the business down.
So we work differently now. Before we agree on a design, we ask who will be using this system for eight hours a day. A customer sees the site a handful of times. The operations lead lives in it. With no answer to that question, we are probably building a brochure and calling it a product.
If you sell anything online, you can check this for yourself. Either your team has a real screen for the daily work, or there is a spreadsheet nobody wants to admit to.