Honestly, many seasoned brick-and-mortar retailers are thriving quietly. As the e-commerce landscape becomes increasingly saturated, expensive, and challenging, traditional retailers continue to maintain good profitability. Few major e-commerce players are achieving solid profits. Contrary to common belief, when factoring in additional marketing costs and challenges with unit economics, e-commerce can be just as, if not more, expensive than traditional retail.
However, the success depends significantly on what you are offering. Chasing low-hanging fruit often yields limited returns.