You can try and negotiate. Online vendors are openly showing their pricing, and are offering the freedom of comparison, before they even have the chance to communicate with you. This does not leave much room to request extremely high price, which can be negotiated downwards.
You also have to look at what your comparing including the service involved. A dealer needs to make a decent profit in order to cover his working expenses, If a vendor goes too low this will not happen B&M's or any dealer that owns their inventory are in a much better position to negotiate when The main reason isealers that buy for stock can buy diamonds for less than the 'drop shippers' that memo or (borrow) diamonds. On-line vendors are not so inclined to reduce price either because they are already working in slim margins because of lower overhead etc…You can generally expect higher prices in a brick and mortar than you will find online
Comparing online vs. B&M you can really get an idea of what lowest price is just make sure the parameters your comparing are the same.. negotiating a fair price depends mostly on how much you study the diamond market for the specific diamond of your choice including the features of service which is involved. All in all you will probably be better off negotiating prices in a B&M, just know what your negotiating and what the same stone would cost you at an even lower margin shopping elsewhere(on-line) Some B&M’s have an extravagant mark-up to begin with so keep this in mind also...
