Well, at the local tile dealer I was able to take various tiles as samples and first test them in the apartment's light, test them with my furniture, test them with the planned wallpapers, etc. The tiles that I eventually chose would not have been cheaper online anyway.
EDIT:
And, you end up creating your own construction site, because you are then responsible for ensuring that the tiles ordered online arrive in time for processing. And also not too early, since otherwise they have to be stored somewhere.
You are planning a huge house and then you want to deal with such delivery problems?