E-commerce hasn’t killed physical retail. It’s made it more important than ever

E-commerce boomed during the pandemic. That, coupled with widespread store closures, led many retail pundits to predict the final death of physical stores. In some ways, they were right. 

But the reality is that the rapid digitization of commerce is completely transforming—rather than eclipsing—the role of the physical store, and we need new ways of measuring its impact.

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