The internet gives us easy access to just about everything at the lowest possible price. Does this mean that as a small business we should just give up, since there is so much more competition online than there used to be? The simple answer is no. We should not give up. We should fight to differentiate what we do when compared to other suppliers.
A commodity is a good or service that the market treats as equivalent or nearly so with no regard to who produced it. To make your product or service worth buying, we need to make it not equivalent to all the others. Give the customers something that they can’t get from the competitors. Perhaps it’s the customer experience, the reliability or easy access to talking to a human on the phone. Be the one and only solution to their problem, and never just compete by offering the lowest price.