business is business. While one owner wants to take home 15%, another is happy with 4%. Take home profits depend on percentage of markup, volume of sales, and expenses. Retail shops have higher expenses than online retailers typically, because the retail shop is paying for more employees (retail has to have enough employees to handle any volume they may have, where online could have a surge order day and just take a few extra days to catch up without hiring more people), parking lot, retail location, shooting range, employee time to call the ATF and check your credentials, etc. All the online seller has to do is check it in from where they order it, post an ad, take your money, reship the product. That really oversimplifies the answer to the question, but I think you get the point