It hasn't been easy being an online retailer this year. E-commerce stocks have sold off in 2022 as investors ditched tech and growth names, looking to de-risk their portfolios as the economic outlook grew more uncertain amid rising interest rates and high inflation. Investors had already been rotating out of names such as Wayfair and Etsy that had shown strong performance during the pandemic.
" Nikic conceded that unprofitable businesses aren't very attractive to investors at the moment, but he said the "long-term risk/reward is skewed positively here." Wong declined to speak about specific companies, but she anticipates that wholesale partnerships will become a bigger part of the strategy of companies that had their roots online. Many direct-to-consumer companies began to open stores as their brands matured.
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