You just answered your own question by admitting you can't "protect" your product from copycats. So just accept this and don't worry about it.
A copycat will always be a step behind. They can copy what they see on your site, but will never understand your thought process or customer learnings that inform your product decisions.
I have never (ever) seen a company fail due to copycats.
Focus on 1) Delivering an awesome experience to your customers and 2) Finding as many of them as you can; and you'll do fine.
Happy to discuss in further depth on a call.
Most great ideas come from something that already exists, and we tweak and refine it to make something better. Instead of worrying about the potential copycats, focus on the new product and how you can get out to market with a very friendly e-commerce site so people can purchase it quickly.
