The problem: you don't own a store, you rent a stack If you have ever run a shop on a hosted e-commerce platform, you know the feeling. You sign up for a tidy monthly plan, and within a fortnight your "cheap" store is quietly bleeding money. Reviews? That's an app. Loyalty points? Another app. A referral programme, a proper blog, multi-currency, subscriptions, a help desk, B2B quotes? Apps, apps, apps — each one £15–£40 a month, each one another dashboard, another dependency, another thing t...