There are two main situations here. The first is an Internet brand like Xiaomi, which is basically sold only online, which saves the circulation of physical store sales, which is equivalent to "direct sales", so the price can be lower. In addition, mobile phones marketed by Internet mode usually adopt the mode of "restricting purchases" and "snapping up", which is related to its low price and "futures" mode; In fact, physical stores are also snapped up from official website and then sold at a higher price to make a profit, so the price is naturally higher.
Then, in addition to the models of the Internet marketing model, the difference between e-commerce and physical stores of brands such as Apple and Samsung comes more from channels. Generally speaking, the traditional mobile phone sales channel is the national agent-regional agent-mobile phone shop layer by layer distribution, in which the circulation cost will naturally eventually fall on consumers; Moreover, some e-commerce companies with online agent sales qualifications can get goods directly from mobile phone manufacturers, and there is no cost incurred by physical stores, so the price is cheaper.