It is a competitive market, and you do not need to wait until a seller fails to deliver before you swoop in to take advantage. Immediately you are able to identify a competitive edge in the market, a way to deliver better quality that what already exists,you can get in market. Consumers do not care about emotions, they will follow the better quality service or product that is delivered. Competition in the market within a country and in the global environment, helps encourage countries to keep trying to improve on the quality of products and services they deliver so as to remain at the top of the market.
You are right, but its not always having the best product, service, branding or whatsoever. In the modern world, its about having the strongest network of marketers to show visibility. When you are in competition it forces you to improve in quality, but what should be more focused is drafting the right business strategy because even the best in the market can be overlooked. For example, Temu run adverts in my country, in fact they did that world wide, but before now we have Jumia and others. People are gradually trusting Temu and ordering from them more.