I don't think a ch-squared is appropriate:
1) The samples are not strictly independent (but paired).
2) She has ordinal variables (chi-squared is designed for nominal (or 'categorical counts')). Although you could treat it like you do, the questionnaires we're not really designed like that (so its not a robust scientific approach to do this).
3) you want to find out if: 'if there is a significant difference between the scores for on line retailers vs high street retailers'. I would interpret this as: does the mean/median score of A differ from B. Chi-squared goodness of fit is not really the test that answers this question.
Therefore I feel that a non-parametric paired test like a paired Wilcoxon test is more appropriate, it comes much closer to the essence of what your friend wants to know.
hope this helps,