eCommerce doesn’t happen in a locationless internet. Customers buy from real places, markets behave differently by region, and marketing impact varies geographically. This article explains why eCommerce is inherently spatial and how Geographical Intelligence can be used to boost analysis, decisions, and performance.

A personal letter to BI and data leaders on why geography must become a core dimension in analytics. It's not just a map—it’s the missing link in your data stack.