Many will ask online if you really need to SEO your website, but I would answer them It will depend. It is true that it will really depend on some factors. There are some websites that are being used to showcase their products and services as a landing page for their other forms of marketing like email, social media and offline ads like flyers and more.
However, in so many cases, websites that offer services and selling products online have goals to sell through the use of internet. Using the technology for your products and services will ease your work and much lesser work to do compared to having an office where visitors and customers have to visit you.
So why do you really need to SEO your website? It is simple, do SEO on your website to work less. Automate everything from adding to cart, to check out and to shipping. Even also in tracking your sales. This will make your workloads to be much lesser.
Competition will always be there. You are not the only website that offer the said product or service. There are lots of SEO agency online that can help you analyze your competition and will give you recommendation on what to do in your website so you will get more customers and prospects.