Take it this way,
You've a new business, which is in a competitive niche and there are multiple shops/mechandise around you catering to a set of customers.
Since you're new you'll have a few customers coming on to your shop. But as the time pass, people start visiting your shop to check your products, offering you an opportunity to show your competitive advantage. You offer them good products, great price, better environment or dealings or any other feature that put your business ahead of your competition. Slowly the word of mouth spreads and gradually you start having more customers and start competing with others at par.
Same thing happens with your website in Sandbox stage. you can out pass this stage if you have any of this achieved with your website content
1. Newer low competition KW
2. Great Content
3. Better Engagement
4. Better Navigation
5. Better Experience
6. High Conversion
Hope that helps!
Amit