The retail environment faces revolutionary changes, which together threaten to upend many retailers who try in vain to sustain business models created in the twentieth century. We have noticed four kinds of actions that challenge retailers and brands: (1) Push On; (2) Go Direct and Get Personal; (3) Do O and O; and (4) Spread Out. The reasons that these actions are gathering momentum have to do with several changes taking place outside the immediate arena of retailing: the New Economy and the Peak of Stuff have shifted market needs; consumers’ valuations have changed; the consumers’ buying process has been redone; and customers’ and retailers’ capabilities are advancing. From these areas of action and the causes that are moving them forward, we note that there will be: new and expanding competition in retailing, even as traditional retailers close stores; a different kind of market than existed when the current retailing business model came into play; and a new definition of retailing that will include characteristics once thought quite removed from the idea of selling things.