Even if your product is ideal for e-commerce, if you snooze, you lose. Make up a new category, if you have to. You need to line up key influencers before the other guys do. Ask yourself which sites can you realistically partner with that will optimize your visibility. Having a known and respected brand name is important in any business, but especially on the Internet.
Customers often access sites by typing in the name of the site.
The bottom line is that a great business model for a popular product will only take you so far. Unless you have an early-mover advantage, the right partnerships, and a sterling brand name, you're likely to be a minor player in the category and you need to scale your investments accordingly. The next chapter is yours to write. Voice your opinion. And it wouldn't take too much to get it to work, either.