Local shops must learn to compete. Since we live in a society in which the fit survive, they must make themselves fitter. The savvy shop owner can offer services and experiences which even the best and most economical online site may not, therefore, it does not take a genius to suss out what the shop owner must do to keep a niche.
Ever since my great grandson showed me how to use an i-phone, I have most certainly taken advantage of the competitive prices available online. Twould be folly not to.