Your unique selling proposition is what makes your business stand out from your competitors. And, it is what your brand is known for. If you like to win e-commerce, rather than trying to be known for everything, try to build the unique selling propositions for your business.
Have you ever thought why Apple can sell their products at a much higher price than its competitors? Have you ever seen them involving in a price war? No, they don’t. That is the power of their marketing.