There is another side to internet selling called the Distance Selling Regulations. As many will know the customer can order a saw or indeed any other product and has a legal right to return this product without giving a reason within 14 days of receiving it. In many cases the item has done the job required and now is no longer needed. The retailer has to accept this item back and usually returns it to the manufacterer. The manufacterer is now left with a large quantity of unused, box damaged, used or abused products which he has to dispose of at a knockdown price. he has to factor this loss in when he sets the price for supplying the retailer with new stock so in the end the price goes up to the consumer regardless whether he buys online or face to face. We handle several lorry loads a year of returns from a major brand that is sold through a national mail order outlet, I see the bad side of mail order selling where buyers take the p**s, the losses for that manufacterer must be very hard to stomach.
Selling online is far cheaper than a traditional shop but the usual way for a online sellers to attract sales is to cut prices rather than offer a good shop front with quality service.
The way forward for the smaller dealer is offer a good stock of product at a sensible discount with the knowledge that the customer will get premium service if something should go wrong. We sell a decent quantity of Stihl machines per year, we charge more than many online sellers but we are not miles out on price, most users accept this and are happy, we rarely lose a sale to a local customer
Stihls online sales policy has been modified in recent times to allow the distance selling of certain classes of goods others have to be collected, in my opinion thats quite fair as it leads to a good network of dealers not just a few mail order sellers at each others throats all trying to be the cheapest
Final thought, what if Amazon started to offer tree surgery work? What would the average local tree surgeon say if he went to see a job , quoted for it and was told the Amazon contractor will do it 20% cheaper but will you price match please. I am sure the answer would be "get stuffed"