0. Model year is irrelevant when discussing servicing of any Tohatsu/Nissan outboard; the model/serial is what you need. I assume you have an MFS20E.
1. This why online dealers can be a poor choice for those who don't already know how to operate the newer outboards. Frankly, the online dealer did not even know whether there was an outboard in the box... could have been a box of concrete blocks for all they knew. They didn't do a PDI. Strong incentive for brick-and-mortar dealers.
2. A local brick-and-mortar dealer can do your PDI (pre-delivery inspection); and it should be at no charge, as Tohatsu America will charge the online dealer for the PDI that they did not do, and send that payment to the bricks-and-mortar dealer who actually did what they were supposed to do... so the physical dealer doesn't lose out.
3. After priming the oil system by pulling about 10 times (required after filling with oil the first time -- as shown in your owner's manual) then trying to start with a half-dozen pulls, it should be clear that something is wrong. Why on earth would you pull 100 times?
3. Tohatsu makes all Merc motors 30 and down, as well as all Evinrudes 20 and down, so you surely can't single-out Tohatsu; you would get the same identical motor form those other 2 manufacturers as well.
4. Those diatribes aside, you need to understand that if you have any batteryless EFI outboard and pull-start it, it is going to take at least 3 pulls. One to pressurize the fuel system, one to charge the ignition system, and the 3rd pull to start.
5. Did you contact your online dealer? Did they offer any assistance?
6. Did you follow the starting procedure in your manual? You must have the fuel primed, the stop lanyard attached; must be in Neutral, and must have the throttle set at start... NOT opened. Then you must pull the starter handle until it engages, then pull briskly, all the way out -- not just a few inches. Repeat about 3 times or so, as I mentioned.
7. If it does not start, something is wrong -- likely either lack of fuel or spark. Don't exhaust your shoulder pulling; check it out.