It was believed with the advent of the Internet that the middle man would go away. I remember reading countless articles in the mid 90`s about the "death" of the middle man. The opposite has happened, though, and to me it seems there is more intermediary`s than ever before.
The reason is that it is still faster, easier and potentially cheaper (considering the time and effort it takes to procure things directly, particularly if it is not your area of expertise) to go through a middle man. I think if you offering is a mix of faster, easier and cheaper… you have a great launch point.
It depends on the value you add to the product or the consumer. Do you customise the product? Do you have better communication with the consumer and so forth. And the most important point is that is it difficult for the consumer to find the cheapest supplier and how reliable is the product? I think you must also need to find ways to protect yourself from the product you ordered for your consumers as they will first find you when anything goes wrong.