While I cannot speak for a whole platform (this will soon be happening), I just tested it with a single page of which I changed the URL structure as well as optimizing on-page - the whole website is one mess of spam.
I can only second the advices the posters before have given you: Wait until the crucial time for you business is over.
I experienced the following: I prepared an optimized text for the adjusted site, figured out the best keyword to rank for (quite competitive) and decided which URL would serve my needs the best. So the structure before was like www.domain.com/brand_page/_22-key-word2-translatedkeyword.php (ranked 20). This was changed to www.domain.com/key-word.html.
We used 301 Permanent Redirect.
The outcome: After 2 days, the old URL was kicked out of the index. Then it took Google 6 days to index the site with the new URL structure but with disastrous ranking (28 first entry). Then it took around 5 days until we reclaimed rank 20. Three days after, we ranked 10 - and we're still there.
So for the targeted short-tail keyword, it payed off.
BUT: Nearly none of the long-tail keywords that generated traffic for the old page are ranking keywords for the page right now. Only little by little we start to rank again for them, but it is 3,5 weeks now.
To cut a long story short: I'd do it another time in the year, it is better for the client's business.