Online, there is no equivalent to the work bench in a shop. Providing repair service does not work online because of the shipping involved. But chain saws can be sold effectively on a site featuring power tools. Expertise can be demonstrated with great content, some of which defines the distinct advantages of one saw over another. Helps Providing excellent support goes a long way toward erasing the lack of a physical present.
Consumers are perfectly content with mail order.
Sears was enormously successful for many, many years. Today it's tough to beat L. L. Bean. While most know they are paying more, they also know the quality will be good, that difficulties will be quickly resolved, else refunds are forthcoming. Consumer confidence can be built online. It just isn't easy.