A lot of it is based on what kind of supplier(s) they are associated with. At my local vape store, some brands of what they carry are surprisingly close to what I can get on-line, while other brands are right at "MSRP" prices.
I do a mix of on-line and local B&M purchases, despite that I am generally paying higher prices locally. The B&M locations have more overhead and less volume sales after all, and can not prosper/survive on rock-bottom pricing.
As long as they are not charging "rip-off" prices, I actually make it a point of making at least some of my vaping purchases at my local B&M...after all, if you appreciate the convenience of a local store, not to mention the advantage of checking out new gear "live" versus seeing a picture of it, then helping them stay in business seems only reasonable.
I have a vaping friend of mine who ONLY makes purchases from Fast Tech, as he is on a fixed income, and otherwise would have very little vape gear...I absolutely get that! On the other hand, I am content with spending a few more bucks to get "immediate gratification"...I see no right or wrong here, just a matter of perspective.
I do not frequent any of the rip-off pricing vape shops however, and could care less of they disappear!