Hello guys!
This week, SONOFF launched a new website, with new store and two news platforms.
SONOFF ACADEMY is a free courses platform with reviews, tutorials and guides.
You can register for free courses here: SONOFF ACADEMY
SONOFF HELP Center is a platform with detailed information about each product, solution guides and an AI that anwser your questions. Can check here: SONOFF Help center
I don’t know about others, but I liked the old version of the site better. I quickly and intuitively entered the devices and everything was immediately at hand… Now there are a million options to sort, but the end result somehow didn’t appeal to me. 
I had that exact vibe too, but I held back but didn’t want to sound like some cranky old man waving his cane at clouds, nitpicking like my hobby depends on it. Now we’re swimming in a surreal soup of product listings, storefront vibes, and glowing user love letters. Honestly, it’s giving “Broadway debut meets online marketplace.” Tap shoes, jazz hands, maybe even a standing ovation from someone named Xiao Mei and her influencer cat 
I understand your point. Personally, I liked it — the menus are more or less organized in line with what already existed on the itead.cc website.
I believe it’s just a matter of time before people get used to the new setup; there’s a Portuguese saying that goes, “At first it feels strange, then it becomes second nature.” 
In any case, the switch to an online store under the SONOFF brand name makes perfect sense to me. Many people didn’t associate the ITEAD brand with SONOFF and were hesitant to make a purchase.
There are also other important changes, like now being able to change the currency before making a purchase.
Buying in US dollars used to confuse a lot of people as well 
Now that is diplomacy with a dash of optimism! 
I appreciate how your reply tries to bridge the gap between nostalgia and progress. That Portuguese saying really seals the sentiment. Change feels weird until it doesn’t. True enough, the shift makes strategic sense for visibility, and improvements like flexible currency settings are undeniably practical. Still, I can see why the “jazz hands” crowd might feel a bit stage-shocked. There’s a certain charm in simplicity that gets lost when everything starts glimmering like a showroom, don’t you think?
When a site becomes overloaded with features, even the best intentions can blur its usability. There’s value in offering options, but without thoughtful hierarchy, the experience can feel more like a maze than a guided journey. Strategic simplification could help it breathe—highlighting what’s essential and letting the rest step back.
That said, the guidance and technical help section makes a genuinely strong impression. It’s the kind of addition that’s been missing since not everyone has the time, energy, or know-how to dive into forum discussions. Fingers crossed. Hope that they stay enthusiastic about keeping it updated, because nothing’s worse than an abandoned help center echoing with outdated advice.
Great!
the only improvement I needed was the option to filter by “zigbee” so I know I am looking only at zigbee products.
The store itself makes sense, the “publicity” has always been too “strident”, too loud, everything works so nice with Alexa as if that was the only important thing