What do you call it when many companies offer the same products?

Okay, I was in Spain recently and noticed that all of the shops offered exactly the same products, at the same price basically(bar haggling) It got me wondering what is the term, if there even is one, for a market being overloaded with many companies offering exactly the same products to consumers? Because there isn't much competitive advantage in offering the same products, so I'm confused as to why this would seem logical, any information would be appreciated. Thanks :)