In general, network traffic-based electronic commerce (e-commerce) techniques are described. The techniques may potentially prevent website crashes caused by traffic spikes. An example method includes determining, by a computing device, a level of network traffic associated with accessing a website that provides one or more e-commerce capabilities, and comparing the level of network traffic against a threshold traffic level. The method further includes, responsive to determining that the level of network traffic exceeds the threshold traffic level, determining whether a purchase request received via the website identifies a limited time offer (LTO) that is currently available via the website, and when the purchase request identifies the LTO, denying the purchase request with respect to the LTO at an add-to-cart stage.