I would have thought the same... but i looked into it and it...

I would have thought the same... but i looked into it and it appears that may not be true. From Myer and David Jones point of view, their online market places are less profitable than their in-store as people are tending to buy smaller items online which have lower margins for the retailers.

Not sure if that's how it will play out with SHP.

There's no problem with SHP, except that it is still a way off making a profit and thus should be a while before the SP appreciates - which means it's not going to attract many investors until it attracts more attention through it's sales/ebitda etc. Market is about timing and SHP has many months up it's sleeve.