This is a previously theoretical concept that is getting closer and closer to reality. It is a state of the market when absolutely everyone buys the desired product in one place.
Now it can be seen in the market, for example, the iPhone on a marketplace - no matter how many sellers there are, everyone buys from the cheapest. There is confidence that everything can be returned, so it's not scary. And if the second place in the search results is even 1 ruble more expensive, it will already lose 90% of customers.

And what does your startup need to do to capture 90% of the market?