in my opinion, maybe because of the high lease of stores in shangrila mall like in SM.
businesses with stores in malls have higher rent expense to cover up with including taxes such as VAT which definitely adds up to the costs of their inventory while products sold online via internet have slightly lesser price due to less rent expense and less taxes paid, or maybe none at all via online.
hence, valid sellers with higher costs to cover are subject to predatory low pricing by sellers on line.
as the saying goes, if you cannot beat them, join them. sell also online. hehe
just my opinion