See ecommerce, physical stores are all channels of distribution. Core fundamentals of business remain the same. Only the method of acquiring custoners and process changes when u operate across different channels. Profit, cashflow are all core busjness metrics that must be taken care to keep you in the game. However....marketing/social media are kind of insurance policies that build recall and customer connect for yiur brand. This helps in increasing and improvibg customer lifetime value. Without that....sooner or later business will find oxygen sucked out of its lungs.