By definition, a horizontal market is a wider market, serving various customer types, needs and bringing to market various product lines. Or a product that indeed can serve various buyers across different verticals. Take the case of Google, as a search engine that can serve various verticals and industries (education, publishing, e-commerce, travel, and much more).
Horizontal vs. Vertical Markets
To understand the concept of a horizontal market, we can look at vertical integration and horizontal integration. In the case of vertical integration, a player moves along the supply chain to either get closer and control more and more the manufacturing process (backward chaining) or by moving downstream to get closer to the final customers.
Connected Business Concepts And Frameworks
Horizontal vs. Vertical Integration
Read Also: Vertical Integration, Horizontal Integration, Supply Chain.