I run a small B2B service/product hybrid company, DevisedLabs, focused on ecommerce in a somewhat similar fashion. Our team of 12 is entirely freelancers, from engineering, to project management, to sales. We only hold meetings when necessary (we have no standups) and meetings are generally Since everyone is freelancers, most work for other clients or have regular full-time jobs. Everyone has flexibility on hours, but we try to pick those who have overlap with the team, especially for those who need to interface with our clients. Some in our team prefer to travel around, others stay fixed in a location.
Rates-wise, we don't prescribe a formula for what others should charge, nor do we usually try to negotiate anyone down. I believe everyone should make the decision of what their time is worth themselves. That is one of the biggest benefits of self-employment after all. Ultimately it comes down to what that time translates into value, so that's the lens we view it through.
I would say it's worked well for us, although I do see the value in employment for our most dedicated team members. Those who are truly full-time should be given full-time employment I believe, since it better protects them (benefits, unemployment, etc). Others who want to have a freelance life should be allowed to do that too. We will likely be offering both options eventually.