I don't know... I think there's a lot of variables at play.
For example last year I need to buy a tree trimmer. It's a huge long extendable pole with a hand saw on the end. I found a Fiskars one (great brand) on amazon. There was 3 possible businesses in my town that would carry a similar tree trimmer. Of those 3, only one had a website. So I checked that the amazon price was slightly higher than amazon. So I went to town and asked if they had one in stock, they did so I bought it. I'm gussing the slightly higher amazon price was to account for shipping. Point being, since the local shop had a website with prices, I was able to easily buy one from them. The other 2 stores which might have carried the trimmer has no websites. I was not going to spend a few hours driving around town, going into stores to see if they had something. And to be honest, the customer service can be awful. So I know the one store, the employees woudl have no idea what I would be describing (the trimmer) and then they would have no idea if they had it in stock. Then after waiting for them to check and not find it, I'd have to wait and see how long it would be to get in stock and how much $ money it would be. Having a stores information, stock and price on line really helps compete with pure on line retailers.
Another example. Under armour. I really like UA because they go to 4xl. It's super easy to shop on line for under armour, but the shipping times tend to be long. We have a shop in town that sells under armour, but they never stock 3xl and 4xl. And they have no website. So when I go there, I can find sweaters I like, but then I have to sit and wait to see if that particular model comes in my size. They check this by going to the same site I would use to order the same sweater from home. If they had their own website which showed which sweaters they have in 3xl and 4xl, I would just order them through the local store. Local store has similar prices to the UA offical website. Local store also has better sales then the UA offical website.
Yet another... we have 2 grocery stores in town. Both corporate big name stores. One does on line shopping, the other does not. Can you guess which store we use more? We order our groceries on line, drive to the store and someone brings our order out. We don't do this all the time, but its a good service. And at the same time, its not just food. It's household items.. They sell clothes, small appliances, kids toys, stationary stuff, exercise equiepmment etc.. So we spend our money there for that stuff instesd of going to amazon for something like new pj's for our kids.
There's more factors to competing with amazon that makes not straight forward. Some businesses just flat out refuse to try to compete.
What pisses me off as well is a buisness will have a website, but no prices on line lol... So you want me to drive to your store to compare your price to amazon's price or another local store whose prices are on line? No thanks. my time is valuable, so if I can save some time, I will... And I'm a man.. I hate shopping...
Some businesses are stuck to the idea that you must walk in their doors to shop at their store, and that notion is killing them...