why don’t stores adjust price/discounts based on visitor’s IP location?

why don't stores adjust price/discounts based on visitor's IP location? Convenient stores and restaurant chains already charge different prices at different locations with different level of disposable income. Why haven't I seen ecommerce stores do this? I'm thinking either display different prices or display different discounts. Theoretically it should boost sales at i.e. Louisiana, and boost margins at i.e. NYC.
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