Dive shops need to be the subject matter experts on actually providing service to people. Somethings are very difficult to do online, such as try on the equipment. Try it out to see if you like it. Etc. I haven`t tried buying equipment online because I don`t know enough to evaluate it after it arrives, I just don`t have enough experience with that yet. Dive shops that know how to capitalize on the weaknesses of online shopping can make money off of it without having to worry about inventory costs. If I were qualified to service equipment and had a shop, I`d seek out the business of people who needed the stuff they bought on ebay checked out. I`d set up dive trips where customers could try out various equipment. Even if I didn`t sell it because they bought it online, I`d make money off the trip.