The 'Acquired' podcast episode on Ikea speculates that their "buy in person" was historically a cost advantage (especially over pre-assembled furniture that cost $$$ to deliver), as they didn't have to pay shipping/delivery. In the modern era of "expect free shipping as long as some minimum amount is spent", online sold and delivered sales have less profit margin, and one could imagine an intentional business decision to try and keep the in-person experience the "preferred" one for customers.