Using a cloud service that provides automatic scaling based on the current load will allow your company's online shopping platform to handle variable amounts of web traffic. This approach will enable the platform to add resources when the load increases during high traffic periods and reduce resources when the load decreases, thus maintaining performance without over-provisioning and incurring unnecessary costs. Fixed-capacity hosting and using only a load balancer are insufficient because they do not dynamically adjust the number of resources based on current load. Over-provisioning means paying for more resources than necessary during low traffic periods, which is not cost-effective.