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Setting up an online shop is a relatively trivial task these days. Pick your application, adjust some templates, sign payment provider contracts, make sure your supply chain is in order, and launch. But once you decide to aim higher and start airing commercials, on TV, during prime time hours, then regular off-the-shelf software will not cope with the flood of incoming requests. That's when it is time to build something a little more durable, without a single point of failure, serving pages in under a hundred milliseconds, unfazed by extreme concurrency, and powered by Symfony2. This is a talk about lessons learned and missions accomplished.