For me, there is a huge difference between "shopping" and "buying." If I know I'm after a specific item, and I know where to get it, I'll go to that store, buy the item, and leave. I might meander through the store a bit, but not seriously looking for anything.
If I'm not sure what I want, in my smaller town, I need to decide who may have it, and at what cost. That starts the ordeal, to go store to store, hoping I can find the item I think I want. I'm not a fan of the time and effort. It's usually easier to jump online, go to the store I expect will have the item, get it, and be done with it. Retail "Shopping" has become an inconvenience.
Yesterday I dropped my cell phone, and chipped the protective glass. Within a few minutes it had cracked all the way across. I put that screen on it, so knew it could be replaced. I jumped on Amazon, a few mouse clicks later, and I was done. The replacement screen (in a multi-pack) will be delivered today. I like Amazon Prime a lot for that. If I'd had to wander around town trying to locate the right screen protector for my phone, who knows how long it would take, and at what cost.
Macy's in my town is a good store, with nice items, but it's increasingly harder to find anything there I want to buy. The Men's Clothing section is often overloaded with Clearance Sale racks I'd expect to see at a discount department store. There are few salespeople around, and those who are there don't seem to know what they're supposed to be selling. As I sit and think about it, the only thing I've purchased at Macy's lately was a kitchen cooking stock pot, that matched a quality set I've owned for a long time. I'd misplaced the one I had, and wanted another. Macy's carries that brand, and I was able to replace the pot. It happens that a few days later I found the old one. Jeez...
Nordstom's continues to outshine Macy's here in the Seattle area.
Dave