I think Online shopping makes a huge difference for rural people. I have to go 45 min to get to the closest mall, and it's not much of one. 30 min for a Wegmans / big grocery store. Most stores as said above carry exactly the same things, and it's a limited selection. I have to deal with gas, traffic, wear and tear on my car, parking, possible crowds, often incompetent checkout people.
Online, especially with the "Prime" / 2 day shipping pretty much means that unless it is Friday, I can order and get it before I could get to a store anyway - I work all week.
Online also has reviews, similar products, very obscure products or models and you never have to worry about "how will I get this home" as home delivery is part of the whole experience anyway. Finally, Online often undercuts retail by a lot.
I recently wanted a new bigger dog cage. I was on a weekend shopping trip and stopped at a PetCo. They had a cage I liked, but it was $175. I thought "that seems like a lot", then "that won't fit in my car so I can't get it anyway. I'll have to make a special trip with a relatives truck." None of that was exactly enticing. I went to PetCo.com, found the same kind of cage from the same retailer for $85 including delivery to my door. I bought it right away - online.
Ever since I can get bulky things delivered - the entire experience is much better. Brick and Mortar has less and less advantages. I mean, yes, if you have to buy something in the next 4 hours, then B&M wins. But if you'd be scheduling a trip to the B&M store, 2 day shipping will probably win. B&M doesn't have knowledgeable sales staff, so you can't get any real advice. They don't have any customer comments like online. They charge for delivery. Their prices are usually higher. So what actual pros are there to shopping locally at big chain stores?