It depends on what products you're selling. If you sell water in the desert, then no, Meta ads are not required.
If you sell Chinese electronics in USA/Europe, what differentiates you from millions others who do same thing? Nothing else but marketing, with a good phrase you may catch some ignorant who never heard of AliExpress or Temu. Where to find such good leads? Even newborn babies have Meta accounts now, so it's basically a no-brainer to advertise there.
But the product is what makes the difference.
If you go niche, you may see some success even with no ads.