Every business must have some factor of differentiability between them in the market. If your DTC business is a carbon copy of another winning business then why would people buy from you?

Maybe that will be great for short-term gains but not for the long haul. A unique selling proposition is something that makes your business different such as:
- different brand packaging and delivery times
- different target audience that nobody has tackled yet
- different methods of selling your product (i.e. are other brands on Shopify and/or Amazon)
- does your product come in a bundle with extra added value
- the list goes on and on

Every business should be different so ask yourself, what makes your brand different?