It's because of the pricing structure and the shipping options we use.
So, on online marketplaces (eBay, Amazon, walmart) "free shipping" is incentivized, but the reality the cost of shipping is included in the retail price of the goods. We still ship using the cheapest USPS ground services to the areas on the marketplaces in order to keep the retails down and more competitive. Also, with the Walmart you aren't considering the sales tax.
But, from the website, we have shut down the mail services in the areas we have the most trouble with because the reputational hit we take as a result of their unreliability. Some people just can't understand I'm not doing it to 'em, it's just the postal service.
Also, for the website pricing the initial cost of goods doesn't include the shipping costs inside and you actually will save on the website with "stacked" discounts and actual combined and calculated shipping on items. Most people buy more than one small item when they shop directly with us anyways, so as you level up in weight the price difference in shipping + the discount it's actually cheaper to use the website. Every move we make is based on some compromise that we think is the best one.
Add 2 packs of wrenches to your cart and then compare to Walmart pricing. You'll see what I mean.
Jan/Feb/March I was spending 8 hours a week or more dealing with/managing lost USPS packages in Florida, Georgia, North Carolina, South Carolina, Indiana and the worst of all, Missouri. So after a couple thousand bucks went down the drain and I had some upset folks I decided I was going to make a change on some of these things. Most of the items that were getting lost were larger, higher value packages, such as bars etc. The insurance process stinks too. It's a hassle for me and I have to hassle the customer even more because I need them to sign forms or affidavits, so we just eat it. Imagine that. You didn't get your stuff and then I'm beating your door down with bureaucratic forms. It's a temporary adaptation and one of the only levers I can pull to make the adjustment so customers in these problem regions actually get what they ordered on time. It's a really broad brush I'm painting with but it's the best I can do. I lost some sleep over it