Your online store without the front-end – the theme, the delivery layer that you’ve worked so hard on – that’s what customers want now. They don’t know that though. They just know some retailers let them shop easily anywhere, and that they want to shop with retailers that meet them where they are – even as that ‘where’ changes.

Right now, it seems like everyone is talking about the current state of the world.

Customers are on to you. Try to fool them into thinking your brand is something it isn’t and they won’t hesitate to walk. Worse, their previous advocacy might become a Hollywood exit – they’ll trash your brand on Twitter in the social media equivalent of knocking over tables and spilling drinks on the way out.