An end-user is the person who actually uses a product or service, even if they didn’t make the purchase decision themselves. In B2B settings, the end-user is often different from the buyer or decision-maker, but their experience directly impacts product adoption, satisfaction, and long-term retention.

Example:

A company buys a sales engagement platform, but the sales reps using it every day are the end-users. If the tool is clunky or inefficient, reps may resist adoption, thus putting the entire deal at risk.