These days when we talk about design or review an ecommerce website with feedback, someone almost always mentions that there are too many steps to get to the point.
I have this fight all the time with clients. They're so scared that they won't get to say and do everything they imagined, and want desperately for people to marvel at the design that they add a lot of unnecessary obstructions to their website doing it's job.

Too much style that gets in the way of function. People get frustrated and bored easily. If you don't get to the point they'll spend more time looking for simple than they will trying to figure out your maze of things.

Here's a good article that explains how and why technology is getting simpler and why you should too.
Why 'Reduce Clicks’ Needs to be Your E-Commerce Mantra - 'Net Features - Website Magazine

There was an old commercial, "How many licks does it take to get to the center of a Tootsie Roll Tootsie Pop?".
You can apply that to the web now. How many clicks does it take for your website to get to the point?