It used to be popular to put as many pages as possible on a website. When the Internet was fairly new, people felt that more expansive websites were simply more impressive. They looked professional. If it was complicated, people would be awed by it, both by the design itself and by the sheer amount of information that was being presented. This went a long way toward building a successful brand that people would trust because they were more prone to trust a company that they felt was very advanced. The issues that this brought about, such as long loading times and difficult navigation, were largely ignored.
However, this is something that has seriously changed over the years. People now use the Internet on such a consistent basis that they know what to expect and they know what they want. They are no longer awed by a site that is very large, that contains a lot of information that they do not need and a ton of extra pages. They just find it annoying. They hate navigating through all of the various links, and they may even decide not to use the site if it seems like it is just too much work.
It is important to keep all of this in mind when you use an ecommerce website builder because you do not want to accidentally build a site that is going to push people away with its very design. You are working far too hard, through advertising and SEO, to get those people to come to your site in the first place. You need the site to then do the rest of the work, selling itself and selling your products, so that you can get a high conversion rate. Once you get people there, you need to keep them there.
What this means is that you should try to limit pages as much as possible. Only give people information that is valuable, that they are actually looking for. Put as much of the information that is popular near the front so that they do not have to search for it. Use simple site structures that guide people naturally from one page to the next. In fact, many companies are starting to use single-page sites where you do not have to do anything but scroll down to find what you are looking for, with hyperlinks on the side for faster access.