Or even that your product is roughly the same, not really better or cheaper, but looking to carve out a small share of the market. A lot of ecommerce is basica

Or even that your product is roughly the same, not really better or cheaper, but looking to carve out a small share of the market. A lot of ecommerce is basically this, your products are the same branded goods other retailers are selling, your website offers roughly similar experience and your pricing is roughly the same. Before the internet the differentiator was location, millions of store distributed across the world selling the same Nike shoes for example. Now a handful of ecommerce sites could serve the whole online market for Nike themselves.