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8 Examples of an End-User

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An end-user is the person who actually uses a product or service. This often differs from the customer, defined as the entity that purchases a product or service from the perspective of the seller. The following are illustrative examples of an end-user.


A sportswear firm sells to retailers who are the firm's customers. The end-users are the customers who purchase from the retailer and actually wear the product.

Business Software

A firm purchases business software and its employees use it. In this case, individual employees are end-users.

Fast Moving Consumer Goods

Parents buy breakfast cereal and kids eat it.

Original Equipment Manufacturer

An OEM manufacturers bicycle tires and views bicycle manufacturers as its customer. The end-users are the customers who purchase a fully assembled bicycle.


An architecture firm builds a hotel for a hotel company. The end-users are the guests who stay in the hotel.

Value-Added Reseller

A firm offer a stock trading API to banks. The end-users of the service are customers of the bank who trade stocks on the bank's website.


A seller purchases cosmetics at wholesale and sells them on an ecommerce platform to end-users. The wholesaler views the ecommerce seller as the customer.

Import & Export

An ecommerce seller purchases collectable toys at retail and sells them in another country at a premium price. In this case, the toy company ends up having end-users in a country where it has no warranty, support or customer service.
Overview: End Users
The people who actually use a product or service.
Related Concepts

Customer Experience

This is the complete list of articles we have written about customer experience.
Bliss Point
Brand Awareness
Choice Architecture
Critical To Customer
Brand Legacy
Customer Advocacy
Brand Loyalty
Customer Interactions
Customer Issues
Customer Journey
Cost Of Poor Quality
Customer Motivation
Customer Perceptions
Curiosity Drive
Customer Success
Customer Wants
Customer Convenience
Customer Expectations
Design To The Edges
Customer Is Always Right
Engagement Data
Experience Age
Experience Economy
Journey Map
Experience Goods
Lifetime Value
Feature Fatigue
Customer Marketing
High Touch
Lead Users
Customer Preferences
Customer Relationships
Customer Satisfaction
Moment Of Truth
Customer Service
Nudge Theory
Service Principles
Peak Experiences
Customer Value
Service Experience
Service Quality
Experience Quality
Experience Sampling
User Intent
Fit For Purpose
Internal Branding
Perceived Value
Product Design
Product Differentiation
Types Of Quality
More ...
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