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@Velocio
Not entirely true. When I ordered Phil Woods from them, they just went on the website and ordered the Phil Woods... they don't have a supplier status with them. But they didn't add a penny, so I paid regular price.
The advantage in having a shop order stuff (even if you could do it just as simply) is that the shop is who you have a relationship with. Should anything go wrong, should the parts be defective, should there be compatibility issues, all that stuff becomes the responsibility of the shop.
And in that single act, I shift the responsibility from an unaccountable (to a UK citizen) trader in the US to an accountable one here.
Cycle fit do this as a service... they make their money from custom frames, servicing, fitting, fitness related stuff, custom footbeds, etc. As most shops will tell you, there's no margin in 90% of parts and the web does undercut, so if you know that from the outset then you operate that side as a service to get the profitable business.
Cycle fit have always ordered whatever I asked for, regardless of whether they stocked it or not, and always at competitive prices.