lower-end disruption

Lower-end disruption occurs when new competitors enter a market by offering simpler, more affordable, or more convenient products that initially serve only the least demanding customers. These offerings often start at the bottom of the market, targeting consumers who are underserved or over-served by existing products. Over time, they improve or expand their capabilities, gradually capturing larger market segments and challenging established players. This process can reshape industries by shifting customer preferences and forcing traditional companies to adapt or risk losing market share.