Keep in mind that when you're replicating a business, you're devaluing both businesses - your own and the competitor at the same time. In particular businesses

Keep in mind that when you're replicating a business, you're devaluing both businesses - your own and the competitor at the same time. In particular businesses who are driven by Google Adword spend will compete for the highly contested first page of search results, stealing revenue from each other. This is all pretty good until you get into a bidding war for keywords and/or a price war for the actual merchandise. Ecommerce is a tough business - yes, it is seasonal, it requires good photography and it is very much hands-on. I'm not sure if that particular business is ran by a single person (that would be pretty impressive) or if it's actually a team effort and the owner is trying to get rid of it based on the COVID Ecommerce hype-train. Either way, beware of people who tell you that something can simply be "replicated" in a blog post with a few paragraphs worth of content. It's usually either too good to be true, or is just another case of survivorship bias.