It’s fashionable these days to pronounce the death of the physical world. The tech press reads like an obituary page—gold killed by Bitcoin, the office killed by Zoom, reality itself killed by the metaverse. Unsurprisingly, perhaps, many believe the rise of Amazon and a host of wildly popular direct-to-consumer (D2C) brands has spelled the end of retail, too. The narrative is infectious and the prognosis is inevitably bleak. But when it comes to retail, it couldn’t be further from the truth. Read more at Forbes.