I think businesses go through 5 stages online:
Invisible
Foundation
Responsive
Systemized
Scaled
It's understanding that the solution changes at every stage a business that can't be found doesn't need the same solution as one drowning in manual orders.
Diagnose first Build second
A basic online store and a custom e-commerce platform aren't the same thing.
The difference can come from products, payments, shipping, inventory, integrations and automation.