quote from the article:
"I’d pay 20-50% more for products just to avoid the inconvenience (and corresponding delay) in going to a physical store, like Target."
I do the opposite to the author; shopping online where I can not see and/or try the product because it is cheaper. Even the big supermarket like Wallmart, in the UK (ASDA, Tesco, Sainsbury and Co.) often fail short of having the best offers in-store.