My last bike was purchased online. I had never ridden the bike and never heard of the brand. Did a lot of research and I was comfortable with the risk to save 50% on an already value bike.
The risk meant I could get a full suspension 29er with great specs over a hard tail with similar specs or a single pivot full suspension with lame specs.
It’s been a great ride for almost two years now. I even broke the rear triangle on a ride and they covered it on warranty.