From my perspective, a threat is an advantage that a competitor has that cannot be easily overcome, such as when they offer a product at a selling price that is at or below your landed cost. If they do not have an advantage that you cannot easily overcome, then there isn't any real threat. A threat can also be new laws that will likely be enacted that could create a legal liability.
If you build a good site with better brand recognition than the competition, then that becomes a strength. If you are the lowest priced player and are still making money, then that is a strength.
If you cannot deal with international shipping issues, then that is a weakness. But if you can deal with international shipping while your competitors cannot, then this is a strength.
If you see some untapped segment of the market that looks lucrative, that is an opportunity.