If online retailers are paying the same wholesale prices, why would Eternal not want online retailers to charge lower prices?

If online retailers are paying the same wholesale prices, why would Eternal not want online retailers to charge lower prices?

Australian cosmetics maker, Eternal Beauty Products, pressures online retailers to either sell goods at prices charged by brick and mortar stores or risk being cutoff. If online retailers are paying the same wholesale prices, why would Eternal not want online retailers to charge lower prices?

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