When was the last time you made a ‘big’ change to your e-commerce website and why did you make it?

I don't mean BAU stuff like adding new products, or changing some wording.
When did you last make a big change such as:

– change the design of a page to improve conversion.

– Introduce a new payment method.

– Started driving traffic with a new marketing channel.

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Full disclosure (rule 5), I work with an e-commerce payment provider and I'm trying to understand what has made e-commerce store owners take action to make bigger changes to how they do things!