You still need to have the right stuff in the right place at the right time. You still need to know who your Customer is. You still need to develop strategies that will keep your Customers coming back. In other words, online retailing is no better or worse than mainstreet retailing. As long as online storefronts fail to learn the lessons learned from centuries of land based retailing and merchandising, they will fail.
Retailing is fun.
Selling is fun. Selling is something we do for our Customers, not to them. Our Customers love to buy. They will absolutely go out of their way to buy something that they perceive as valuable to them. They enjoy it.