DW8 Growth, page-2672

A disruptor usually starts at the low end & low value part of the market. They slowly make inroads unnoticed.

The Logistics was the start with the aim being the onboarding of numerous suppliers & sku's for the B2B.

Now is when it becomes interesting & the disruptor enters the higher end & higher value part of the market. Soon they will become noticed.

This is playing out like a text book. Eventually the existing market leader will be driven out of the market.

HOW DOES A DISRUPTOR SUCCEED?

You’d be forgiven for thinking that a disruptive idea takes the existing market by storm almost instantly, making dramatic changes overnight. In reality, the opposite is true. Disruptive technology is successful over a significant period of time. First, the disruptor must gain a foothold in the market from where to progress. The new product or service is initially realised and released into the low end of the market.

Once the disrupter has a foothold with the least profitable section of the market, they seek to penetrate the medium and higher quality portion to increase profit margins. Eventually the disrupter will challenge the most profitable part of the sector by offering a new alternative to the established market favourite. The existing market leader is then driven out of the market as the demand for their product/service disappears.

As you can see, disruptive innovation does not refer to one product or service but to the evolution of a disrupter within a market arena over a period of time.

https://www.businessleader.co.uk/what-is-a-disruptor/52464/