diff --git a/lib/ecwid_api_v3.php b/lib/ecwid_api_v3.php
index 6ff11d31..88b0873d 100644
--- a/lib/ecwid_api_v3.php
+++ b/lib/ecwid_api_v3.php
@@ -583,8 +583,13 @@ public function get_store_profile( $disable_cache = false ) {
 		$result = EcwidPlatform::fetch_url( $url, $options );
 
 		if ( @$result['code'] == '403' ) {
-			self::set_api_status( self::API_STATUS_ERROR_TOKEN );
-			self::save_token( '' );
+			if ( get_option( EcwidPlatform::OPTION_ECWID_CHECK_API_RETRY_AFTER, 0 ) == 0 ) {
+				self::set_api_status( self::API_STATUS_ERROR_TOKEN );
+				self::save_token( '' );
+			} else {
+				update_option( EcwidPlatform::OPTION_ECWID_CHECK_API_RETRY_AFTER, time() + 5 * MINUTE_IN_SECONDS );
+			}
+
 			return false;
 		}
 
@@ -596,7 +601,7 @@ public function get_store_profile( $disable_cache = false ) {
 
 		$profile = json_decode( $result['data'] );
 
-		EcwidPlatform::cache_set( self::PROFILE_CACHE_NAME, $profile, 60 * 5 );
+		EcwidPlatform::cache_set( self::PROFILE_CACHE_NAME, $profile, 10 * MINUTE_IN_SECONDS );
 
 		if ( $profile && isset( $profile->settings ) && isset( $profile->settings->hideOutOfStockProductsInStorefront ) ) {
 			EcwidPlatform::set( 'hide_out_of_stock', $profile->settings->hideOutOfStockProductsInStorefront );
diff --git a/lib/ecwid_platform.php b/lib/ecwid_platform.php
index e99e7ced..118244db 100644
--- a/lib/ecwid_platform.php
+++ b/lib/ecwid_platform.php
@@ -20,6 +20,8 @@ class EcwidPlatform {
 	const OPTION_LOG_CACHE         = 'ecwid_log_cache';
 	const OPTION_ECWID_PLUGIN_DATA = 'ecwid_plugin_data';
 
+	const OPTION_ECWID_CHECK_API_RETRY_AFTER = 'ecwid_api_check_retry_after';
+
 	const TRANSIENTS_LIMIT = 500;
 
 	public static function get_store_id() {
@@ -245,7 +247,7 @@ public static function report_error( $error ) {
 	}
 
 	public static function fetch_url( $url, $options = array() ) {
-		$api_check_retry_after = get_option( 'ecwid_api_check_retry_after', 0 );
+		$api_check_retry_after = get_option( self::OPTION_ECWID_CHECK_API_RETRY_AFTER, 0 );
 
 		if ( $api_check_retry_after > time() ) {
 			return array(
@@ -275,7 +277,7 @@ public static function fetch_url( $url, $options = array() ) {
 			$retry_after = intval( wp_remote_retrieve_header( $result, 'retry-after' ) );
 
 			if ( $retry_after > 0 ) {
-				update_option( 'ecwid_api_check_retry_after', time() + $retry_after );
+				update_option( self::OPTION_ECWID_CHECK_API_RETRY_AFTER, time() + $retry_after );
 			}
 		}
 
@@ -308,6 +310,10 @@ public static function fetch_url( $url, $options = array() ) {
 			);
 		}
 
+		if ( $return['code'] == 200 ) {
+			update_option( self::OPTION_ECWID_CHECK_API_RETRY_AFTER, 0 );
+		}
+
 		return $return;
 	}