Google was not the first search engine in the world and Apple was not the fist mobile phone company either yet they managed to come from nowhere and dominate the markets. How did they do it? The answer is rather simple they look at the existing products on the market and they improved upon it.
Don’t believe me? Have a look at how mobile phone looked before Apple introduced the iPhone.
Now compare this with mobile phones after the iPhone was introduced in 2007.
Steve Jobs announcing the first iPhone in 2007
See what Apple did there?
You can always improve on your existing product, have a look at how MasterCard is changing their product to stand out from the competition?
MasterCard Identity Check: Facial Recognition Biometrics
Think of what value you can add to your product to be different compared to your competitors? Maybe it could be something as easy as customer support. Or add a handwritten thank you note to the order.