​Covid changed much, some temporary, some permanent. What about shopping? The migration to online is well documented but so is the woeful catalogue of issues regarding fulfillment logistics. Will the switch to online stick or do we crave at least a partial return to bricks and mortar? Will the role of B&M be research and experience and online simply the transaction? Can we solve the logistics issues to remove some of the irksome friction so often prevalent with e-commerce. This article provides objective, research based answers to these questions.