Once you start looking online it's hard to tell Chicks, StateLine and Horse.com apart because they use the same product pictures, descriptions, and their prices are exactly the same.
What you will find, however, is you will start to like one retailer website over the others and one will offer better sales and discounts.
I like horse.com's website the best for navigation and narrowing down items. Advice: Create an account and add items to your shopping cart. Then close the website and walk away.
Within 3 days you will start receiving emails with discounts off your shopping cart and free shipping.