Selling perishable goods online is a logistics problem wearing an e-commerce costume. Stock is genuinely finite, delivery windows are the real product, and a late order is worse than no order.
What we built
The storefront leads with the delivery window rather than the catalogue. Stock counts are real, not decorative, and the cart expires honestly rather than letting someone check out against inventory that has already gone.
What changed
Abandoned-cart email recovered a meaningful share of baskets, and repeat ordering improved once customers could trust the delivery slot they picked.