A horizontal market is a market, on which resembles products, goods and services, at enterprises of different industries are thus sold.

Example: Office products are actually needed by companies all industries.

The opposite is a vertical market.

Horizontal markets are open in relation to vertical markets and have a larger number of participants. They are characterised by small entrance barriers, since the acted product is standardized or nevertheless generally common.

Typically it gives a network of dealers and/or agencies (if necessary wholesale dealers and retailers) to manufacturer, which produce large numbers of items or large quantities to the service offer, and a multiplicity of users.

In addition, if an individual manufacturer, perhaps over its own distribution net, supplies a multiplicity of customers with a standardized product range, it concerns a horizontal market.

The relations on horizontal markets can be called transaction relations. That is, customer and customers do not have to die a durable partnership, in order to complete their business relation. For both sides the partner is relatively easily exchangeably, actually after each transaction (after each sales procedure).

In addition, durable relations has in horizontal markets their advantages, because the business will more easily flatable, it develop for fewer administratives expense (collective invoices etc.), it must not always again about Gesch¤ftsbedingungungen, logistic questions and other edge topics be thought. Frequently salesman actually binds faithful customers with appropriate discounts. One speaks in this connection also of regular customers and/or house suppliers.

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