I think what I'm saying above is that price, online v instore needs to be fair for what is on offer and we, as consumers should not get used to thinking that both are the same thing. Big boys like
Wiggle (they weren't always big) control the market and it's pricing, much like Tescos now dictate how much they are willing to pay per pint of milk. I bet distributors go to Wiggle and
CRC with favourable deals on, for example a 20,000 or more piece order of a product because they know that's one delivery, one bill and business target reached. Indies can go to 10 or 20 pieces, will pay more per item and then have to compete with Wiggles price after MORE effort to sell the thing in the first place. I used to argue for an online sales tax or even a cut in VAT for bricks and mortar retailers, just something to even out the playing field a little.