I wouldn't consider the site overly difficult to navigate and I've always found what I was looking for fairly quickly, but a few times I have found myself searching 2-3 categories before finding the right ones. I like the drilled down approach, but I find some of the categories confusing. Personally, I would separate the atomizers and accessories. If I want an atomizer I wouldn't want browse through lanyards and such to find them. I also agree that a mod or apv section would be helpful. There are also spots where categories are drilled down 2-3 layers when I think 1-2 would be sufficient. As an example, I know that for most products once you click on it you get the various options, colors etc, but I don't necessarily expect to find the accessories there as well. While reading this thread I looked for tank cartomizers. I saw the tank category and assumed if I clicked it it would pull up various colored/size tanks. I didn't expect the cartomizers there as well and would have expected them as a separate category one tier higher. On another note, I am also not a fan of branding. This isn't a knock against Gotvapes in any way. I don't care for any vendor branding products. In an industry struggling with inconsistency and knockoffs you can't tell if one product is the same as another just because they look same. Throw various names for the same item into the mix and it only confuses things further. As an example, I recall searching for a very long time as a newer vaper trying to determine if a ce4 and phoenix bottom coil were the same thing. I had seen I positive review of the ce4, but didn't know if the phoenix was the same product so I ended up ordering from a site that did call them ce4's. This of course is only my opinion, but hopefully there is some feedback in there you might find useful Danno.