• This manuscript draws attention to the dawn of the Fifth Industrial Revolution (5IR) and highlights its potential for addressing a host of issues within retail and service domains. • The authors outline a 2 × 2 framework that categorizes retailers and service providers by their embrace of human–machine collaborations, a key aspect of the 5IR. • The authors outline the 5IR's expanded definition of stakeholders (companies, employees, customers, and society); the merging of digital, physical, and biological technologies in the 5IR promises enhanced well-being for societal actors across the board. • This article establishes a roadmap for how a retail/service (r)evolution is likely to progress and offers a set of key research questions that emerge as a result. This manuscript draws attention to the dawn of the Fifth Industrial Revolution (5IR) and highlights its potential for addressing a host of issues within retail and service domains. With a retailing and service perspective, the authors outline the meaning of the 5IR, according to a 2 × 2 framework that categorizes retailers and service providers by their embrace of human–machine collaborations. They also propose an expanded definition of stakeholders in the 5IR (companies, employees, customers, and society). Merging digital, physical, and biological technologies promises enhanced well-being for societal actors across the board. By outlining these likely implications of the 5IR for retailing and services, this article establishes a roadmap for how the (r)evolution is likely to progress and offers a set of key research questions that emerge as a result.