I found something I like in a store. Is it wrong to buy it online for less?

Is purchasing on Amazon instead of a local store destroying a community that goes beyond the transaction - or is it just smart shopping?

Q: I saw something I liked in a store but bought it cheaper online. Is this wrong?

A: I have been on a long journey with this. My first instinct was no; comparison shopping is completely legitimate. Why are you, the individual of limited means, required to compensate for structural inequities that give large retailers an advantage over small ones? Then I thought, hang on. Consumer power is a mighty weapon, and we should all be shopping more wisely, buying less, paying more, and spreading the wealth around more evenly. Then I rang a friend of a friend, who used to run a small shop in London, and heard what it was like from her side. And in the middle of this, I bought two pairs of ballet shoes online.