It's a tough balancing act. I work at a shop and can get things at wholesale cost or close to it on most devices we carry, but still end up buying some things online because online shops will buy 100s of the same device, our shop will buy 4 or 5 and see how they sell before committing to more so our price will end up being a lot more than an online only store.

Say we pay 36.00 wholesale for a device, we're gonna sell it for $60 because i need to be paid. An online shop got 100 and paid 28.00 for them, and sells them for 40.00. I can use a 10% code to bring it to our wholesale cost, if I throw some in some juice to get to $50 it's now free shipping.

Also we have nords for 35 in store, not 47.