You should look at how Dive Right In outside of Chicago manages their operation. Not necessarily for the online store, but the philosophy beyond their local shop (now shops), which is to create active local divers.
To start with all classes are taught in drysuits, even OW. Then they give free equipment rentals for a month after certification and they organize a lot of local dives. This obviously is a major upfront cost, but the payoff is huge. Creating local divers means they sell a lot of drysuits, tanks, fills, lights, and advanced classes. Another advantage is they use and sell so many drysuits that they added the people and equipment to service and repair them. This gives them a national presence as well as making it easier for locals to keep diving.
They are also really friendly with walk-ins. Pre-covid, I stopped by with my kids and the manager (I think co-owner) spent almost a half hour showing us through the whole operation.
Contrast this with the shop where I took my initial training where the philosophy appeared to be to extract the maximum amount of cash possible selling gear to their students heading for a vacation referral.