Today, it's way more subdued. I wish it wasn't so 5% of the time, the rest of the time I'm really happy to be able to do conduct commerce from behind my desk and 5m away from my kitchen. Although I run and own an e-commerce business, I like to say that I'm a merchant. It's closer to reality and it helps me think that if I was born in the 18th century I would own merchant ships and travel to unknown places to discover new products.
Although growth has stagnated slightly on platforms for the last 10 months or so (at least in our categories), the organic traffic is still doing its job. We pay about 15% for our traffic which we find is cheaper than what you have to pay through google, meta or other ads platform.