E-commerce hasn’t killed physical retail. It’s made it more important than ever
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Why we need a new approach to measuring the hidden value of brick-and-mortar retail.
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. Approximately 50,000 (5.7%) stores in the U.S. are forecast to close by 2026, while online sales are expected to grow by 50%. This is prompting brands to close more stores as they question the value that brick-and-mortar retail has in a post-pandemic world.