This happened to an e-commerce business I did some work for. They became a top seller in their product category but then found themselves competing with Amazon. Only the manufacturers themselves could compete at that point.
New product category of some food or condiment suddenly starts selling, the store has the sales data and finds someone to make the same thing and sells it under a house brand.
If you prove an idea is successful on a large platform, that idea gets used by the platform directly.