before you rebuild your site, find out if the site is the problem
sales are flat, so the instinct is to rebuild. new theme, new design, maybe a new agency. it feels like decisive action and it's the thing everyone around you knows how to sell you.
it's also the most expensive guess you can make. a redesign costs thousands and weeks, and it's built on an assumption - that the problem is how the site looks or how it's built. sometimes that's true. often it isn't, and you find that out only after you've spent the money and the number hasn't moved.
here's the cheaper sequence. before you rebuild anything, look at what your data already says. is the problem that people aren't landing? that's traffic, not design. is it that they land and don't buy? that could be design - or pricing, or trust, or the wrong people arriving. is it that they buy once and never again? no redesign fixes that. is it that they buy one thing when they'd happily have bought two? that's a cross-sell problem, not a layout problem.
each of those points at a completely different fix, and most of them are far cheaper than a rebuild. you can't tell which one you've got by looking at the homepage and squinting. you can tell by reading the data.
this is why we're not a web design studio. plenty of stores that think they need a redesign actually need three specific changes to the store they've already got - and the rebuild would have buried those changes under a pile of cost and disruption, possibly breaking things that were working.
sometimes the answer genuinely is that the site needs rebuilding. but you should know that before you spend, not after. an audit tells you where the problem actually is - so if you do invest, you're fixing the right thing instead of guessing.