There's an implication that e-commerce has matured into a leading factor in marketing channels now and is poised to become even more powerful in the future.
So What? There’s not a stream of data or anecdotal stories that support a halt to e-commerce growth and a return to bricks-and-mortar. However, the way these technological changes occur is not necessarily a simple linear path.
Now What? Companies that have some type of retail presence are able to reconfigure and/or deploy their stores as important cogs in the overall retail process. We seem to be heading into a period of different hybrid business models.