Handle the boring part
If it plugs into a wall or touches kids, you need safety certification. It is slow and annoying, which is exactly why it is a moat.
Products that connect to mains power, contain batteries, make wireless transmissions or are used by children fall under electrical safety, EMC, radio and toy rules. Requirements differ by country and product, so verify them for your market before selling.
Many first products avoid the problem entirely by selling the design file or by staying low voltage and non-wireless until the idea is proven.
Doing certification properly is a barrier that casual competitors will not cross. Budget time and money for it, and talk to a test lab early. This site gives general information only and is not legal or compliance advice.
Checklist
- Identify rules for your product class and market
- Avoid mains voltage and radios in version one if possible
- Talk to a test lab before the first sale
- Keep records of test reports