That approach depends on what's in the pages. Does the served HTML contain everything: the product, related products, comments, reviews, etc? If so, caching th

That approach depends on what's in the pages. Does the served HTML contain everything: the product, related products, comments, reviews, etc? If so, caching the entire page might be counterproductive. But if the page is designed in such a way where it's broken up into fragments, then caching heavily is your friend. Those fragments can either be loaded client-side (Javascript) or server-side (ESI, SSR, etc) -- but page fragments are key to increasing how much and how long you can cache. And with this, you've added a layer of complexity that a small to medium e-commerce site may not be able to fulfill with their in-house talent.