For a medium sized city, Grand Rapids has 4 shops. I have made a few "pity" purchases of small stuff.
All of the B&M's have the problem of competing on hardware prices with the Internet. Retail needs to have a gross margin of 50%. Those kinds of margins will be difficult to hit with the Internet as competition, especially with the competition from the Fasttech's of the world.
Admittedly, not all vapers take vaping to the level of a hobby like myself. I make my own juices and use RBA's. I saw a MVP 2 in a shop, played with it a bit, and liked it. Was I about to buy another mod which I did not need at his price of $79? No, I got one on Black Friday for $39. Was it fair on my part to try something out in a B&M and then order the item on line for a lower price? Yes. It is today's market reality, and that reality applies to almost any other product you can think of from consumer electronics to toys, golf balls, and hardware.
The only way a B&M will make it is to have good juices where the mark ups are orders of magnitude above hardware. Hardware is a loss leader or opportunistic sale to a newbie. Ecig hardware is no longer unique with only a handful of exceptions.
One pays for uniqueness. If you have that, you are a winner.
All of the DIY nuts out there, including myself, think we can blend the best tasting juices. We are all chasing that elusive beast called taste. Aroma chemists are some of the highest paid professionals out there because the great ones are so rare. I know of one famous cosmetics company where the chief aroma chemist makes more money than the CEO.
Taste is not universal. I will probably get beat up for this, but I dislike Boba's Bounty which is one of the most popular juices out there.
The ecig market has gone from cottage industry to a rapidly expanding multi-$ billion competitive market. If you are going to be an entrepreneur, you must be good at it and understand the market you are dealing in. Nice guys who are incompetent deserve to finish last.