Businesses, being living organisms, experience moments in time when they are dysfunctional. They stop being as per normal or standard expectations. At such times and the leadership sometimes falls back on some myths to make decisions or orchestrate strategies to bring them back to normalcy.
Online business differs with brick & mortar business in the element of physical presence. Customer treatment, integrity and everything else that goes into building relationships with customers still holds and must never be compromised.
Make it easy and enjoyable to do business with you.