It's hard to survive commercially if you're paying more for everything than the competition. Amazon has pushed prices down for a lot of items, has free delivery, and is JIT for a lot of things too.

I'll buy elsewhere if it's < 5% more. I've no problem paying £5 delivery on a £100 item just to support 'the little guy' all other things being equal. But on a £10 thing, Amazon wins.

(not a farmer, but the point still counts)