In a saturated category, one of the methods of making regular sales (having a niche, in-demand product) is eliminated, so you have to focus more on the others.
There must be a reason people buy your widgets instead of your competitors' widgets.
Do you have better photos than they do? Do you turn orders around faster? Are your items cheaper? Are they right in the sweet spot of pricing? Are your materials exceptional? Do you have a unique method of production that somehow improves the product? Is your SEO better (so more shoppers find you than find the competition)? Are your descriptions more compelling? Do you find your target market and promote to them more effectively?
You don't have to do all of the above. For instance, our items aren't cheap compared to the competition, and I don't think our descriptions are all that great. We don't promote at all.
You do have to do something better than everyone else, though, or several somethings better than most of the competition. Otherwise why wouldn't someone buy from the other guy who is making the same product but eclipses you in all of the above categories?
