For the past two decades, e-commerce has been built around one belief: everything happens online, and everyone is online. Most metrics focus on page views, sessions, clicks, impressions, conversions, customer journeys, attribution models, retention curves, and lifetime value. Every interaction a customer has with a website becomes another event in an analytics dashboard. Over time, we have perfected the whole ads-to-purchase cycle, but we still forget about the most influential variables for every purchase  Geography Geography is not merely about countries, cities, or places on a map. It is about the relationship between people and the environments in which they live. Every customer exists somewhere. They wake up in a…