End User

The end user refers to the individual who ultimately utilizes a product or service. For instance, if you produce T-shirts, the person wearing your shirt is the end user. Similarly, in the case of website development, the person who hires you is your client or customer, while the individual using the website is the end user.

It’s advisable to avoid referring to individuals as “users” in marketing materials, as while accurate, it may not convey the most positive connotation. Instead, opting for terms like “customers,” “clients,” or simply referring to them by their specific role or relationship with the product or service can enhance the overall messaging.


An example of an end user is a person who purchases a smartphone for personal use. Once they have the device, they are the end user who interacts with its features, use its apps, and benefit from its functionalities on a day-to-day basis. In this scenario, the individual is directly experiencing and utilizing the product for their own needs and purposes.