I been a licensed dispenser for 20 years and have worn hearing aids a little longer that that. I’ve dispensed hearing aids in brick and mortar stores as well as online, currently do both.
IMHO the amount of hearing loss you have and how technically handy you are makes a big difference. For severe to profound losses that require a custom fit go to a brick and mortar store even if it is associated with online providers like Hearing Planet and Choice Hearing Aid Providers. The same if you can’t program a VCR.
For those that have mild to moderately severe hearing loss, especially high frequency hearing loss where an open fit is indicated online works well for most.
Going with a reputable online providers can save hundreds, even thousands of dollars. Look for online providers that have been around for a while, where you can talk with more than one person working there, and give a liberal return period with no restocking fee.