Sluttkunden

Sluttkunden is the final purchaser or user in a product’s distribution chain. The term is used in Nordic business and regulatory contexts to distinguish the ultimate buyer from intermediaries such as wholesalers, distributors, or retailers who buy for resale or for use in production. Identifying the sluttkundens needs, preferences, and experiences is central to marketing, product design, pricing, and after-sales support.

Role in the value chain: Marketers target sluttkunden directly through advertising, store channels, and digital platforms. Pricing strategies, warranties, and return policies are often aligned with the expectations and rights of end consumers. In supply chains that include business-to-business-to-consumer models, the sluttkunden remains the end user whom the chain ultimately serves.

Legal and consumer-protection aspects: In many jurisdictions, the sluttkunden enjoys consumer rights, such as warranties, cooling-off periods for online purchases, and privacy protections under data protection rules. Companies must ensure clear terms, transparent pricing, and appropriate handling of data when dealing with end users.

Implications for practice: Businesses commonly segment, service, and communicate with sluttkunden to maintain satisfaction and loyalty, gather feedback, and support post-purchase needs. In digital services, the end-user experience often shapes platform design, user onboarding, and ongoing support.

See also: end user, consumer, customer journey.