In the digital age, retailers face umpteen challenges, finding it increasingly difficult to fulfil the customer requirements. Studying the most trusted online stores in Romania, the authors aimed to identify the opportunities and the challenges for retailers in the connected consumer' journey, analyzing the page load speed of the in-between touchpoints in the pre-check-out phase on smartphones. In this regard, comparative analysis and content analysis were performed, taking into consideration eight performance indicators, namely, first content paint, first input delay, largest contentful paint, cumulative layout shift, performance score, speed index, time to interactive, and total blocking time. Three platforms were used to run the tests, the generated data allowing the identification of the necessary enhancements to ensure a continuous consumer journey. The study revealed that the selected in-between touchpoints need major improvements to provide a satisfying consumer experience on a smartphone. The scientific contribution of this article consists of presenting 14 opportunities designed for retailers. By implementing them, for every 0.1 s saved, the conversion rate can increase by 8% due to emotional mitigation with technological performance improvements. The page speed shapes the customer journey, the retailers gaining the users' trust by avoiding a long waiting time between the touchpoints.