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There's a well-known correlation between site speed, and selling more stuff. So, the idea that a shop wouldn't be interested in having an efficient website is incorrect.

As for backwards-compatible drop-in upgrades. They do exists, and people do use them. Making them easier would go a long way.

An example would be migrating a wordpress site to be statically generated — there are plugins and services that do that.

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Interested is one thing. Companies are interested in many things. Equality, human rights support, sustainability, etc. That doesn't mean they value them more than something which influences the bottom line. Or will adopt them at a cost to the bottom line.

If you're going to pitch slower and more expensive development to a team, it needs a lot better hook than this.

... Unless we're talking about Exxon, who will probably adopt this tomorrow to show how seriously they take climate change.

In my experience, making a sustaible website means doing more talking, and a lot less coding. You are making less stuff after all.

It's also about creativity, having pride in your work, living your values.

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