GA4 shows traffic, but not sales. Is this an SEO issue or something else?

[davissmith]

I run an eCommerce store and was reviewing our GA4 data recently. One thing I don't understand is that some product pages receive a decent amount of traffic but generate almost no sales, while a few pages with much lower traffic account for a large percentage of our revenue.

We haven't invested much in SEO yet, so I'm curious if this is normal or if it's usually a sign that the wrong keywords are bringing visitors to the site.

Before I invest in anything, including potentially working with an ecommerce SEO agency like ResultFirst for my ecommerce store, I'd like to understand what these GA4 patterns usually indicate and whether SEO is even the right solution.

For those with more SEO experience, how do you determine whether a traffic problem is actually an SEO problem, a conversion problem, or simply a product-market fit issue?