This week we dig into some of the myths, misleading clickbait headlines, and often unfortunate misunderstandings surrounding the growth of online shopping, both across the last two decades and accelerated more recently by the COVID-19 crisis. In particular, we dig into:The evolution of modern retail from a relatively simple world where brick & mortar and e-commerce were largely distinct activities with dedicated supply chains, to a much more complex, blended and hybrid one.How stores have, rather ironically, become increasingly important in driving e-commerce success and often essential in the fulfillment of online orders.Some of the endemic profitability challenges for many aspects of online shopping, including the grocery sector and for many digitally native vertical brandsWhy the idea that COVID accelerated e-commerce growth by 10 years ins't close to being right.How the assumption that growth in online sales comes at the expense of physical retail is often very wrong.And why profitable online shopping growth is about to become much more challenging.We also take on the nonsense around Saks (and others) splitting up and spinning out it's online business.But first we open up the episode with the Top 3 retail stories that caught our attention this past week, including unpacking Amazon's very lackluster earnings report and online sales deceleration, yet another new CEO at JC Penney (possibly the worst job in retail), and what Rent the Runway's disappointing IPO might portend for the frothy valuations digitally native retail brands are commanding.  We also have a quick chat with David Macadam, CEO of the Middle East Council of Shopping Centres and Retailers about the upcoming MENA Retail Congress in Dubai which will feature an opening keynote from Steve. Steve Dennis is an advisor, keynote speaker and author on strategic growth and business innovation. You can learn more about Steve on his       website.    The expanded and revised edition of his bestselling book  Remarkable Retail: How To Win & Keep Customers in the Age of Disruption is now available at  Amazon or just about anywhere else books are sold. Steve regularly shares his insights in his role as a      Forbes senior contributor and on       Twitter and       LinkedIn. You can also check out his speaker "sizzle" reel      here.Michael LeBlanc  is the Founder & President of M.E. LeBlanc & Company Inc and a Senior Advisor to Retail Council of Canada as part of his advisory and consulting practice.   He brings 25+ years of brand/retail/marketing & eCommerce leadership experience, and has been on the front lines of retail industry change for his entire career.  Michael is the producer and host of a network of leading podcasts including Canada’s top retail industry podcast,       The Voice of Retail, plus        Global E-Commerce Tech Talks  and       The Food Professor  with Dr. Sylvain Charlebois.  You can learn more about Michael       here  or on       LinkedIn.