Moving downmarket refers to the strategic decision of a company to shift its focus and target audience towards a lower-priced or less affluent market segment. This can involve offering more affordable products or services, reducing the quality or features of existing offerings, or expanding into new, less expensive markets. The goal of moving downmarket is often to increase sales and market share by appealing to a larger, more price-sensitive customer base. However, it can also carry risks such as damaging the brand’s reputation or alienating existing customers. This term is commonly used in business and marketing contexts to describe a company’s shift in positioning and pricing strategies.