Zappos started out dropshipping too. The brand is associated with the curation. You'd be surprised how little others care to comparison shop once they're ready to make a purchase. As long as you seem trustworthy and your prices seem reasonable (or aren't very high in general). Once you've made them a happy customer, they're more likely to buy again if they're on your newsletter or being retargeted. It works for us and it seems to be working well for others like Wish.com[0].

0. https://nytimes.com/2017/05/03/magazine/the-online-marketpla...