Because you’re better.
Call it better marketing execution, which reached the prospective customer first.
Call it branding, which drives people to buy from you.
Call it creating a store that people trust.
Call it the value you offer by providing extra services or content.
Call it technology that allows your customers to shop more easily.
Don’t get preoccupied asking questions like “why wouldn’t customers just buy from my supplier instead?” Think about it – when was the last time you purchased products directly from a supplier rather than a brand?