Complex sentence: Small e-commerce web stores developed with modern tools look and function as well as many Fortune 100 retailer's websites, but their search engine rankings are suppressed by a metric exploited in the Web 1.0 era: "popularity".
Split into simpler sentences: Small e-commerce web stores developed with modern tools look and function as well as many Fortune 100 retailer's websites. However, their search engine rankings are suppressed by a metric exploited in the Web 1.0 era: "popularity".