One of the best things about the internet is being able to buy things cheap, much cheaper than buying it from a physical bricks and mortar store. One of the issues faced by bricks and mortar stores is that they have huge overheads that make selling goods cheap almost impossible. They also have to contend with the fact that online stores, such as the Sephora, often offer a Sephora Promo code which makes goods even cheaper.
Having the ability to not require a retail front means that many onlines stores can base themselves anywhere in the country and even the world. This means they can base themselves in places which have dirt cheap rent which lowers their overheads even more.
It is therefore, the trend for companies like Myer, David Jones, etc, to build a web presence and ship goods from lower cost locations in an attempt to compete with online stores.