How does your profit compare when selling an item online vs. in store? Today's WSJ shows that for brands (labels) that have physical stores, the profit online is greater. For retailers, the math shown would be different. The overall exercise in breaking down profit via different mediums is a good one and I encourage your business to do it. Ask: what are the costs associated with each channel that we sell thru.
Note: I think that this article's estimated marketing costs are too low. Marketing an online only item is hard; you have to advertise more because there is no a physical store to stumble upon the item. Just having the jeans on the rack is advetising for the jeans. Granted, having them on a website inherently advertises them because Google can find them and deliver them via search results. But the latter is a customer actively searching for jeans. In a physical store, a customer can come in to a store looking for a blender and walk out with jeans. An online customer often doesn't start by looking for a blender then buy a pair of jeans. Impulse purchases of 'advertised' items on a shelf is a big part of retail.
The estimated returns may also be on the low side. Selling clothes in particular online may be challenging.
The biggest advantage of an online only business vs. a physical store is the rent. If the market tanks and no one walks in, with a physical store you lose all of your reserves on rent. Online your hit is much smaller since rent is a much smaller part of your costs.