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Not surprising is it? Just look at the amount of Asos/Everi return parcels at your local Post Office/Tesco.
The decline of high streets/brick and mortar shops is nothing new, unless you're able to distinguish the products significantly versus online retailers, it's pretty much a lost cause.
Furthermore, as some others have pointed out, most are barely staffed, on minimum or zero hours contracts and can't even give you a proper answer when queried, pretty much no service, makes no difference to buying on line no in terms of the shopping experience?
I'm glad this has finally come full circle - online shop devouring themselves.
The race to the bottom is just that, under cutting competitors and see who could survive the longest or has deeper pockets. To put it into perspective, sometimes the discount is so steep that it's pretty much cost plus VAT. Of single low single figure margins.
Absolutely bonkers.