Don't Close Your Stores Just Yet

"Anyone can sell an infinite amount of commodities at below cost," Storch said, repeating a quote of his from over 10 years ago on the future of e-commerce.

Some other misconceptions regarding advantages that online retailers have over their brick-and-mortar counterparts are that online customers are more loyal and therefore have a higher lifetime value — Storch countered this argument by stating that his company sees an influx of customers when it lowers the price of diapers by the smallest of amounts. "They're just as loyal to stores based on price," he said — and that physical stores have overhead costs that are prohibitive.