Same MSRP.
But the reality is that retail is MUCH cheaper if you're doing it right (i.e. using discount tools like Bestbuy's GCU, watching for special deals like Visa Checkout promos, watching for sales etc.).
If you have money to burn and you don't care about having physical items and maintaining consumer rights over things you own, then digital is great. Instant access to your games, but you'll be paying lots more, and you'll need to buy at least one mSD of decent capacity down the road to hold them.
I'm going physical whenever possible, and digital for those games (mostly indies) where physical is not an option. The nice thing about indies is they're generally quite small, so the internal storage will probably be enough for quite a while.