I suspect you're not estimating the overhead of a retail store correctly. There's a lot of packaging and shipping and overhead that you don't see, but it's stil

I suspect you're not estimating the overhead of a retail store correctly. There's a lot of packaging and shipping and overhead that you don't see, but it's still there. Additionally, you're ignoring the very real cost of failed purchases. You go to the retail store, they don't have what you want so you go to the next store, they don't have it either, you go to the next. They have something that's close enough so you buy it but then you end up replacing it after 5 months with what you really wanted. Meanwhile, with the online store the experience is very different, you find what you want, you research different options, you buy it and you're done. A lot of times being able to "put your hands on a product" isn't helpful. Many times you can't even do that in a retail store, you can see the box, that tells you nothing more than the online experience. When you shop online you can take the time to shop around, look at reviews, look at professional recommendations, etc.