If you’re worried about it breaking during shipping or just want to go through a reputable dealer than go Best Buy, and try to price match with Dell or another Best Buy recognized dealer if you’re cost sensitive. (If you’re not a BB card holder they usually have some additional incentives when you get the card and purchase the TV... deals man, I’m all about them)
You can also checkout slickdeals to see if there are any available deals for the particular OLED you’re looking for.
If not worried about it breaking during shipping or any other shipping issues, but are cost sensitive, try greentoe (a bidding site). One BIG caveat is that if they accept your bid you automatically buy the item, so bid low. LG OLEDs purchased from that site are guaranteed new, and LGs warranty will be intact from which ever authorized dealer accepted your bid.
I got the 65 inch LG B8 from Best Buy at a pretty good price (considering it’s an OLED), and it’s an amazing TV. I probably should’ve waited to get this year’s C9.... But couldnt pass on the deal I got on the B8. If cost is no issue, I’d probably go with an E9. There is nothing wrong with the Sony OLEDs, they’re just generally more expensive, and the LG sets are the ones that are winning awards.
You can also check out the Samsung QLED Q80R. Different from the OLEDs but a solid TV, no worry about burn in, and supposedly better for watching sports and playing games.
Check out rtings.com. They have some Insightful reviews on smart TVs currently in the market, and have a comparison tool that breaks down differences between the sets you’re interested in. I’m no TV expert, just recently went through the process. Good Luck man, this isn’t a small purchase.