My margins are not fat, they are just well covered

When you are considering an e-commerce start-up the trick is figuring where the fat is, i.e. where you can cut out a pricing inefficiency, and where you can make your money by moving the manufactured item (or service) closer to the customer.

Get as close to your customer as you can, by going one step further up the chain.

There may be many steps between the customer and the manufacturing of the product.

You need to figure out which one has the fat (or maybe they all do), and then target that part of the supply chain first.