What can you offer that the larger site doesn't? Better guarantee, buy it and get X free (a cheap physical product as a bonus, even a few digital bonuses if they make sense to offer with it) - there are plenty of ways to convince someone to buy through you instead of a competitor - even at a higher price (i.e. Amazon) - if there wasn't, Amazon would probably be the ONLY online ecom store; they've mastered cutting price and shipping costs pretty much across the board.