Commoditization is the most dangerous path you can start.

reason: when your product is standard, you will have many online shops competing for the rest of your life to steal your market share.

in case your product is a commodity, then this is what you think about your product, it is not what is conceived by your customer,  I do think that you will have to interview your existing customer base, and understand the other reasons then price, why they have selected you as a supplier.  Once done, select three of these with the highest perceived value, and remarket your product in this way on your website.  You will start to differentiate yourself from competition and will not anymore be a commodity.