If your product cost one price and in another shop product cost different, even more than you sell, but customers buys there, then another shop added value. It happens. The interesting thing that sometimes we do not understand why customer not buy from us, because our product are cheaper. The fact is, customer not to much care about the price if it is not to much difference. Why they by not from you, but from another company? Because they offer intangible services, such as speaking with customer, business overall atmosphere, hidden signs of communications, common believes and so on. Customer just found the business where he feels more comfortable and getting more pleasure to deal with. Ii is not easy to copy, that why you need to add-value your way of doing things, but it must be different. It should be your values for what customer is ready to pay. This add-on shouldn't be the same everyday or month or year. They can change. And they can change for the every customer. For one customer one values, for another is different values. Some of them get nothing, if they not benefit your business. That way also you create unreachable element of your business, which one other businesses can not copy. It is....you know...like signals for the customer to buy only your product. If he understands this signals, if he likes this signals then he will be buying from you. But you must send signals...customer need to see your presence. You cant remain silent...because nobody will not notice you. Break this barrier. Create something on top of the existing.
https://www.bestnes.com/post/sending-signals-to-the-customer