At the same time, the companies need to focus on sustainability. Otherwise, it may not be possible to make any headway. A recent example can be that of SnapDeal. Once a popular online firm which went on acquiring several other brands like FreeCharge, it has now reported losses and cut jobs. There have been talks about it being acquired by FlipKart. Amazon has been a major player that has been eating into the revenues of these smaller companies. I would guess there needs to be a level playing field.
Live....and Let Live!
Because people will only go for the best no matter what the name of the site is. So just make sure to provide the best quality keeping the prices low. But yes, at starting everyone has to suffer and wait for the good times. Trust, quality, price and product is the main four factors for raising up any e-commerce site to new levels.
I find that the harder I work, the more luck I seem to have.