Episode 2 - "Online shopping 10% of all retail" isn't the whole story

In this episode we discuss the finer points of market P-Hacking. Using accurate data to bolster a false claim. In this case looking at a figure that shows 10% of all retail commerce is done online. What does that actually mean, and which brick and mortar industries are actually affected more than the 10% claimed?

https://www.forbes.com/sites/stevendennis/2018/04/09/e-commerce-fake-news-the-only-10-fallacy/#7aaf459839b4

https://wolfstreet.com/2017/11/17/is-e-commerce-really-crushing-brick-and-mortar-sales/

https://www.worldretailcongress.com/__media/Global_ecommerce_Market_Ranking_2019_001.pdf

https://www.sli-systems.com/blog/top-30-e-commerce-countries-include-7-in-americas.html