Yes, it's true that you can get items a lot less expensively online than in a store. Consider the "overhead" with a store alone! There is also a much larger market online that most any storefront merchant can ever hope to have. The volume, the lack of infrastructure and less staff (usually "mon & pop") to pay.

Shopping in a store, feeling the goods, talking to experienced staff are all "luxuries" that many people can't afford or are unwilling to pay any longer.

The Internet is changing the face of shopping in a way never seen before. (Invest in UPS and FedEx!!!)