Back in the day, there was barely talk on indie bands etc. charting well, and people only bought the albums from people who had success on the radio.
Now thanks to the internet, it's easier for people not chart but still have huge popularity. I mean Marina is a good example of not having massive sales, but having huge online popularity.
Clearly no one can say Lana isn't successful, despite having no #1 singles or even any top ten hits. She's proof that you don't need all that to succeed in the music business.