Selling online we are able to sell for much less for a couple of reasons. We didn’t start selling online to sell at higher prices, we started selling online to reach more customers. One reason we can offer discounted prices is due to increased productivity. Yes, initially we spend a little more time listing items online, as it entails taking pictures accompanied by an in depth description, but much less money is spent displaying, securing and demo’ing items. We are also able to sell for less because we reach a lot more customers, so we sell merchandise much quicker. By turning items quicker we can sell items for less. There are many advantages for customers that shop online, now with new lower prices available that’s just one more pretty good reason.