The benefit of buying tires online seems to be going away.
For the first time in several years, I just bought my first set of tires from a local store.
They were offering "buy 3, get 1 free", plus 10% off for using their store credit card, six months to pay w/ no interest, and Cooper was offering an $80 rebate.
No one else (internet or brick 'n mortar) could compete with that.
I think I bought online back in the '90s. Haven't done it since. Either Sears was running a sale where they did a price match plus an extra 10% off or the local store would price match the online price. The difference was that they would charge tax, but that offset the mounting charge which they would hit you with if you didn't buy the tires there.
Last time I got the same deal at Goodyear, it was on sale and it was buy 3, get one free plus they had a double rebate of $160 if you used their credit card. Online couldn't match that.
Prior to that, got the tires price matched at Town Fair Tire, same as online, but if you buy tires there, you get a free front end alignment. Again, no online store can do that.
Online is good only if you don't like or don't know how to negotiate or if you need some specialty tire, but most local stores can also do a special order and you can come back in a few days which is the same as ordering online.