Uberisation
The disruption of a traditional service industry by digital platforms that connect customers and providers directly, bypassing established intermediaries.
Explanation
The term derives from Uber, whose app-based, on-demand ride-hailing model became shorthand for a broader pattern: digital platforms matching supply and demand in real time without the fixed schedules, ownership structures, or intermediaries of the industry they replace. The word gained particular traction in France before spreading internationally. Uberisation matters to marketers because it signals which categories are vulnerable to platform disruption and reframes competitive strategy around access and convenience rather than ownership.
Usage context / examples
Beyond transportation, the term is commonly applied to sectors like food delivery, freelance labor platforms, and home services, where an app-based intermediary replaces the traditional agency or storefront model.
Related terms
Platform Economy, Gig Economy, Disintermediation
Turkish equivalent
Uberleşme
Turkish definition
Dijital platformların, müşteri ve hizmet sağlayıcıyı doğrudan buluşturarak geleneksel aracıları devre dışı bırakmasıyla bir sektörün dönüşmesini ifade eder.