According to Forbes, Brexit is not the biggest problem that European e-commerce will have in 2018. Paul Armstrong suggests that voice technology is making leaps and bounds that need to be reflected in e-commerce in live-chat for example. Tesco think that customer experience needs to be the focus for selling products and cross-border payments are seen by Chiquelle as the major challenge.
So while Brexit will undoubtedly complicate sales to the UK and cross-border trade may slow down during the initial confusion, the UK customer will still be purchasing on-line and will certainly not be restricting purchases to UK goods. UX and customer service will be major differentiating factors.