I have an online shop, and trust me I'm not making close to 20%. You have to be a direct distributor/dealer from the mint to get about 20% on the higher margin products. A lot of your neighborhood coin stores work on way lower margins because they by from a distributor not the RCM. You have to do a LOT and I mean a LOT of business to get to be a distributor (except if your in Quebec for some weird reason.) If your paying by VISA / Paypal they also loose 2-3%. Gold/Platinum coins usually have smaller margins. Like mentioned above we do have overhead expenses as well.
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