Here are now few articles that demonstrate how important is the loading speed for your site based on an optimized website (therefore upstream too : a performant hosting service) : https://www.machmetrics.com/speed-blog/average-page-load-times-for-2020/ http://blog.compass.co/page-load-time-how-page-speed-boost-revenue http://tribes.no/2013/10/28/how-website-speeds-affects-online-sales https://blog.kissmetrics.com/loading-time Read carefully one of these 2 articles to understand how to properly test a website and get to know how simulate the reality of a visitor's experience : https://support.yoorshop.hosting/knowledgebase/954/How-to-optimize-loading-speed-of-Prestashop-.html https://support.yoorshop.hosting/knowledgebase/1049/How-to-optimize-loading-speed-of-WordPress-.html Many people mistakenly think that the IP localization of the server counts enormously, well it is pretty false because this criterion is only ranked 142/200... - extension of your domain by targeted country plays a major role, rank is 10/200 - loading speed of your website, rank is 23/200 (a server located at less than 5000 km is enough for a good speed) - presence of SSL certificate, position is 71/200  See this article to read Here is a diagram of our lightening fast 3D SSD servers